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Dodge Viper Factory Resumes Production After Strong September Sales

Motor Trend logo Motor Trend 10/22/2014 Karla Sanchez

The Dodge Viper plant is set to go back in business in mid-November, and it's all thanks to the massive price cut applied to the sports car earlier this year. The automaker slapped a $15,000 discount on the entry price for the 2015 Viper SRT, resulting in strong sales in September and the need for more Vipers.


Dealers in the U.S. sold 108 Vipers in September, up from 45 in the same month a year ago and 38 in August. The automaker also told Automotive News that October was also turning out to be a good month. Thanks to the upswing in sales, Chrysler was able to get closer to the proper inventory levels, allowing for Viper production at its Conner Avenue Assembly plant in Detroit to restart once again next month. Once the lights go back on at the plant, only the GT and base SRT Vipers will be built. As inventories of unsold 2013 and 2014 models begin to dwindle, the automaker will accordingly add the TA and GTS to the assembly line. 2015 Dodge Viper SRT GTS© Provided by MotorTrend 2015 Dodge Viper SRT GTS

Slow sales of the sports car prompted Chrysler to idle production of the Viper for two months. The plant closed on April 14 and resumed production on June 23. But that restart was short-lived, as production was put back on hold 10 days later. Even before the plant closed its doors, production on the rear-drive coupe was scaled back last year from nine cars per day to six per day. Chrysler, however, didn't make a big deal of the matter, saying that the Viper was never meant to be a high-volume car. Still, several unsold Vipers were left on lots, and in an effort to move those units, Dodge chopped $15,000 off of the 2015 Dodge Viper SRT's starting price, dropping the sticker price from $101,880 (including destination) to $86,990. The mid-level Viper GT, Viper TA, and GTS also received a price cut, though not as large as the standard car.

In addition to the price cut of new Vipers, existing owners of the current-gen Viper (previously sold as the SRT Viper) were awarded a $15,000 certificate toward the purchase of a new Viper.

Source: Automotive News (Subscription required).

2015 Dodge Viper SRT© Provided by MotorTrend 2015 Dodge Viper SRT

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