Although the SRT brand has been folded back under the Dodge name, the Viper will continue to wear its SRT badge…for now.
Since the new generation of Viper went on sale in 2013, it has been a standalone SRT vehicle, but its identity has always been a bit confusing. That’s because the vehicle identification number (VIN) of each Viper sold indicates that it is a Dodge. What’s more, if Dodge brand head Tim Kuniskis decides he wants the Viper to once again wear the Dodge logo, he can make that happen at anytime.
Perhaps the largest sticking point for keeping the Viper an SRT vehicle is the $25,000 that dealers had to pay for the right to sell the car. If it is rebadged as a Dodge, the company will have to decide whether or not every Dodge dealer can stock the Viper, or if the fee will continue on the same.
“I think the SRT brand is a natural extension of Dodge as we currently frame Dodge. Dodge is a performance brand; it needs to have SRT,” said Fiat-Chrysler CEO Sergio Marchionne.
When asked about which brand will sell the Viper, Marchionne said that it isn’t important. “It will be a Viper,” he said. “The fangs will always be there.”
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[Source: Automotive News]
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