Ever since the Viper’s reintroduction in 2012, Dodge has failed to sell enough models to make it a worthy investment. As a result, the automaker has introduced several new incentives in hopes of generating more buzz around its flagship sports coupe.
The Viper debuted in 1992 and has since been on and off the market to stay ahead of the curve and keep up with the better-selling Chevrolet Corvette. Since 2012, however, the sales have become so slow that the Chrysler Group dealers have started to refer to it as the “Vedsel,” referencing Ford’s failed Edsel sedan.
But, Dodge has developed a plan to turn this mini-disaster around. The automaker is deducting $15,000 USD off the sticker price of the 600 unsold Vipers that are still sitting on dealer lots. The brand is also offering $15,000 USD in coupons to recent Viper buyers who want to trade in their 2013 or 2014 Viper or buy an additional one. Viper sales will also be open to all Dodge dealers.
An attention boost is also in the works, with Dodge planning to market the Viper with the rest of the line-up as a halo vehicle.
Dodge will start taking orders for the 2015 models this month, though the production of the high-end GTS and TA trims will be suspended. As an alternative to these trims, Dodge is introducing a GT trim that will sit just above the base one and feature the most popular equipment sought by Viper customers.
Tim Kuniskis, the head of the Dodge brand, explains that the current Viper is the best iteration of the vehicle yet. However, he has also pointed out that the company needs to work out its “retail equation,” including any possible issues with the dealer network, the inventory, pricing and overall sales tactics.
