The SRT Viper will not compete in this year’s 24 Hours of Le Mans race despite being invited to do so.
That doesn’t mean the brand’s halo car will drop out of racing programs altogether. SRT CEO Ralph Gilles told Autoweek that the company plans to focus on its North American racing efforts, without giving a specific reason for opting out of the high-profile race.
Viper sales are in the gutter and amid a product glut, the company is being forced to idle its production facility as its growing stockpile overwhelms dealer demand. The company sold 591 in 2013 and only 91 so far this year while the company struggles to figure out how to market a $100,000 sports car.
By continuing to compete in the new TUDOR United SportsCar Championship, which has more races than the American Le Mans series, SRT stands to put its car in front of more potential customers while consolidating the high costs associated with running the races.
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