Slow Sales Cause 33-Percent Production Cut for SRT Viper

Only 426 SRT Vipers have been sold this year; 443 dealers are certified to sell the Viper, so that’s fewer than one Viper sold (0.96) per dealer. Chrysler has built 805 units of the 2013-model-year Vipers, and before production was cut by one third, they were building 9 Vipers per day. Chrysler has moved to 2014 production and under their new schedule, the company will build only six Vipers per day.

SRT dealers have 565 Vipers on their lots, which amounts to “a 289-day supply” according to Automotive News.

The impending cold weather of winter months typically impedes Viper sales, and this year is no different.

Obviously, SRT CEO, Ralph Gilles wants to boost Viper demand, and to do that, he says SRT will bring factory-owned Vipers to dealers in the Southeast in November to help SRT stores reluctant to provide test drives of their own Vipers. By spring, the SRT test drive program will move north.

“We really have to focus on putting butts in seats. A lot of people are unnecessarily intimidated by the car,” Gilles said.