Ralph Gilles Says The SRT Viper Is Selling Just Fine, Thanks

Illustration for article titled Ralph Gilles Says The SRT Viper Is Selling Just Fine, Thanks

There appears to be a bit of a planning issue with the cars Chrysler plants are sending to dealers. First, there were all those Dart turbo manuals no one wanted for some reason. Then, no one wanted an SRT Viper. Or did they?

SRT head Ralph Gilles told Wards Auto at the LA Auto Show that there's actually a lot of demand for the Viper, contrary to reports of a backlog at the factory and dealerships. Shipping them three months late was one problem. But the bigger problem, apparently, is that dealers just didn't plan well:

"I don't think our network understands the segment very well. 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."

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Gilles says more than a third of the 443 authorized Viper dealerships in Chrysler's network don't have a single car to offer a buyer, even though "a handful" are sitting on several. He says that's OK, because who's going to complain about a Viper endlessly "looking sexy" in a showroom? That is one way to look at it.

Most Americans are not used to having to special order cars. These days especially, most go online and search for dealerships that have something they want in stock. The new Viper's customers, however, look like they're willing to wait like a Porsche or Ferrari customer for exactly what they want.

As for the 2014s, Gilles told Wards the Viper TA models are already spoken for, as are the 50 Anodized Carbon Viper GTS special models. See, demand right there.

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Photo: Chrysler

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DISCUSSION

victorioussecret
Victorious Secret

As for the 2014s, Giles told Wards the Viper TA models are already spoken for, as are the 50 Anodized Carbon Viper GTS special models. See, demand right there.

You can sell limited edition piles of shit, it will sell.

Not saying the Viper is a pile of shit, but you don't base the entire models success based off the limited run models used to drive up hype. Any car can sell those kinds of cars.

Its that the Viper is just poor value against the Corvette which is basically making every reviewer cream their pants in satisfaction and then you have to ask why spend double for a car not giving you double?