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AN: Viper remains SRT

by David Zatz on

2014 SRT Viper in stryker green

There is no Dodge Viper yet, and there may not be one for some time. According to Larry Vellequette of Automotive News, the sticking point is not legal — Viper remains legally a Dodge — but a $20,000 fee for dealers to sell them. That fee, effecting starting in fall 2012, was on top of $5,000 required to buy SRT-specific equipment, training, signs, and preferential ordering for SRT cars in general.

Mr. Vellequette wrote that SRT sales have improved in 2014, with 255 sold through the end of April, thanks partly to roving teams from corporate which let potential customers drive the cars. He quoted Chrysler CEO Sergio Marchionne as saying that the brand — Dodge or SRT — was unimportant; “The fangs will always be there.” Original story.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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