SRT is cutting Viper production at its Connor Avenue plant in Detroit as demand for the hairy-chested sports car cools in proportion to falling (actual) temperatures. Unsurprisingly, it likely takes a customer with an especially big pair to purchase and drive the 640-hp Viper in the dead of winter—at least up north—and in fact it’s an issue SRT is well aware of. According to Automotive News, which broke the story, SRT CEO Ralph Gilles was quoted as explaining the slower-than-expected sales thusly: “A lot of people are unnecessarily intimidated by the car.” Cold temps and the car’s stock summer tires apparently aren’t helping this notion.
Dealers are reportedly sitting on a hefty supply of unsold Vipers, so in response, SRT will go from building nine of the cars per day to just six. An SRT representative was optimistic that the winter sales slowdown would affect demand less in warmer climates, but wouldn’t comment on whether the brand expected interest to pick up again in the spring. To humor our fellow Rust Belters, we looked into Viper-compatible winter tires. They don’t exist—yet—which isn’t exactly shocking given the car’s absurdly wide 355/30-19 rear meats; only the Bugatti Veyron’s tires are broader. But winter tire availability is hardly the main issue, as Automotive News points out, customers aren’t the only ones intimidated by the Viper’s cutthroat image: Dealers are apprehensive about doling out test drives for fear that the uninitiated will ball up their $100,000-plus unsold sports cars.
- Comparison Test: 2013 SRT Viper GTS vs. 2013 Chevrolet Corvette ZR1
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To this end, SRT isn’t just sitting idly and is putting together a program that would see Chrysler-owned Vipers loaned to dealers for worry-free test drives. Unfortunately, we don’t see how this program will completely solve SRT’s sales issue. After all, the Viper largely trades on its widow-maker image (which we totally dig), but it appears that reputation is turning into a fairly ironic wet blanket for sales. Here’s to hoping things pick up again in the spring, because dangerous or otherwise, enthusiasts should be ecstatic that stuff like the Viper even exists in today’s (some will argue over-) regulated, safety-is-everything world.
Source: CarAndDriver
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