SRT Talks Poor Viper Sales, Says Order Books are Full

Although SRT Viper sales have struggled throughout the year, with only 495 units delivered through October, SRT boss Ralph Gilles says the V10-powered sportscar is no cause for concern.
2014 SRT Viper 1 photo
Photo: SRT
“The plant is booked solid. We actually have several hundred units outstanding we still have to build [...] I’m not worried about the sales,” Gilles told Wards Auto, adding that production could be increased starting next spring.

On the other hand, Gilles blames slow sales on poor dealer ordering strategies. “I don’t think our network understands the segment very well,” he said, stressing that Chrysler and SRT showrooms have ordered cars that might not find a buyer.

“I think the mistake we’re making is understanding the customer who spends $130,000 to $140,000 for a car. They want what they want – their color, their stripe, their package, their interior. And dealers were trying to anticipate the market ended up creating a car that may not be the right car,” Gilles added.

Production output of the new SRT Viper is now at six units per day. Chrysler decided to scale it down from 9 examples a day in early October.

Story via WardsAuto
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About the author: Ciprian Florea
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Ask Ciprian about cars and he'll reveal an obsession with classics and an annoyance with modern design cues. Read his articles and you'll understand why his ideal SUV is the 1969 Chevrolet K5 Blazer.
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