The Snake Lives On

The Dodge Viper rises from the ashes like the proverbial Phoenix as Chrysler announces that production will continue

Reports not exaggerated

To paraphrase Mark Twain, it appears that reports of the imminent demise (or sale) of the Viper brand have been quashed by none other than the Newest Chrysler – reversing a decision that was made by the New (old) Chrysler last year.

As early as August of 2008, then-CEO Bob Nardelli was quoted as saying, “We have been approached by third parties who are interested in exploring future possibilities for Viper.”

An about face

On Friday of last week, however, Chrysler issued a press release announcing that production would continue for the Dodge “halo” car. In addition to the SRT 100 being saved, the latest is indeed good news for the workers at the Chrysler Conner Avenue Assembly Plant – the lone assembly point for the vehicle since 1995 – which will continue to build the fourth generation of Dodge’s iconic sports car.

“The Dodge Viper has successfully captured the hearts and imagination of performance enthusiasts around the globe,” said Mike Accavitti, President and Chief Executive Officer, Dodge Brand. “We’re extremely proud that the ultimate American-built sports car with its world-class performance will live on as the iconic image leader for the Dodge brand.”

Reversal reasoning

With Fiat running the show in Auburn Hills, it appears that the Italians must feel there is a viable market for the Viper brand both here and abroad. Looking at it another way, Dodge’s snake is the lone “halo” car in a company that desperately needs one in times like these – and with new product from parent company Fiat still at least 18 months away, Chrysler needs all the good karma it can get.

Tags: Chrysler, Dodge, dodge viper, fiat, viper