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Dodge Viper Price Slashing Strategy Spurs Sales

Dodge Viper Price Slashing Strategy Spurs Sales

Dodge Viper sales jumped last month following Dodge cutting $15,000 from the price of its V10-powered sports car.

September auto sales came out last week amid the volley of new product debuts at the Paris Motor Show and for Dodge, that meant revealing the results of its price-adjusted Viper. The company reported selling 108 Vipers last month, which is better than double what it did in September of 2013 and stronger still than the 38 it moved in August. Sales of the high-priced sports car were slow enough earlier this year for Chrysler to idle its assembly line for two months while it tried to clear the glut.

Last month’s price cut meant the Viper starting just under $85,000 before destination costs and taxes or just over $100,000 for the TA model and the range-topping GTS model to just under $108,000. When Dodge announced the price adjustment, it also said current Viper owners would get a $15,000 coupon toward the purchase of a new model.

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