The new Dodge Viper ACR is launched

The PR folk at Dodge have done two very interesting things with the launch of the Viper ACR. First, they gave the Dodge Viper Club first dibs on the release materials, including numerous photos that are ONLY being distributed through the Dodge Viper Club and a video interview posted on the Club web site. This includes information not being distributed through the press releases.

Introducing a car this way is a refreshing change. The Viper club represents the current owners of Dodge Vipers, a key group of people. Imagine if Dodge had launched the new Avenger by inviting the ASOG (Avenger-Sebring Owners Group) to post the press materials first, giving them exclusive photography, and inviting them to interview the engineers or program leaders. It’s a huge sign of respect, and it’s not the way things have always been done; and I suspect it’ll increase the impact of the launch. It may also help to get around the three major gatekeepers of the auto world, namely, the traditional glossy car mags (which typically prefer Hondas and BMWs to, well, anything other than perhaps Corvettes and high-end Mustangs), the ordinary working auto-journalists, and Autoblog.

The second interesting part of the launch is which auto show will get the Viper first: Los Angeles, typically home to either low-importance introductions or “green” vehicles. Sure, the hybrid Durango will probably come out in LA, but bringing out the Viper brings a shot of adrenaline - and a marked contrast to most other vehicles there. I think the Viper will get a lot of headlines, while at Detroit it might have to fight its way through the latest exotic supercar, Camaro or Mustang variant, or whatever “F” car Lexus is going to bring out next.

Kudos to Chrysler.

Oh, and by the way, for our coverage of the new Viper and links to the Viper club, see: http://www.allpar.com/cars/viper/2008-ACR.html.