Dodge Viper business turned over to Fiat

Viknesh Vijayenthiran June 11th, 2009

By Viknesh Vijayenthiran Author June 11th, 2009

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December 31st, 1969 Chrysler has been trying to sell its Dodge Viper sports car business since late last year but according to the struggling automaker, the once prominent brand couldn’t even muster up offers of $10 million. In fact, Chrysler insisted that it had received only one bid of $5.5 million from Devon Motorworks, which planned to use the Viper platform for its own GTX supercar. It has since been revealed that several group had made offers of up to $35 million but these were before Chrysler’s bankruptcy, though there were reportedly knocked back for having insufficient financing. Fast forward to today, and Chrysler, now out of bankruptcy and in bed with Fiat, has announced that it has turned over all the Viper assets, including rights to the name, to the Italian auto giant. It’s now up to Fiat to decide whether it still wants to sell the Viper business or phase out altogether, reports Edmunds. Phasing out the brand, as dreadful as it sounds, is a possibility that’s gaining credence as there are fears that the Viper range is a competitor for the Ferrari and Maserati brands. The brand's sale, or death, would mark the end of a 17-year run of the Viper at Chrysler, with the first model having debuted in the 1992 model year. The company just produced its 25,000th Viper in March of this year, and celebrated the event with festivities that included the launch of the track-focused Viper SRT10 ACR.Dodge Viper SRT 10 ACRDevon Motor Works GTX official renderings

Fiat now has the rights to the Viper business and may either sell it or phase it out altogehter

Enlarge Photo

Chrysler has been trying to sell its Dodge Viper sports car business since late last year but according to the struggling automaker, the once prominent brand couldn’t even muster up offers of $10 million. In fact, Chrysler insisted that it had received only one bid of $5.5 million from Devon Motorworks, which planned to use the Viper platform for its own GTX supercar.

It has since been revealed that several group had made offers of up to $35 million but these were before Chrysler’s bankruptcy, though there were reportedly knocked back for having insufficient financing.

Fast forward to today, and Chrysler, now out of bankruptcy and in bed with Fiat, has announced that it has turned over all the Viper assets, including rights to the name, to the Italian auto giant. It’s now up to Fiat to decide whether it still wants to sell the Viper business or phase out altogether, reports Edmunds. Phasing out the brand, as dreadful as it sounds, is a possibility that’s gaining credence as there are fears that the Viper range is a competitor for the Ferrari and Maserati brands.

The brand's sale, or death, would mark the end of a 17-year run of the Viper at Chrysler, with the first model having debuted in the 1992 model year. The company just produced its 25,000th Viper in March of this year, and celebrated the event with festivities that included the launch of the track-focused Viper SRT10 ACR.

Dodge Viper SRT 10 ACR

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Devon Motor Works GTX official renderings

Gallery

Tags: Supercars, SRT10, Industry

Posted in: 2009, Dodge, Chrysler, News, Viper

By ROOLLY #1, Posted: 8/27/2008

They need to down-scale the Viper, and make it affordable like Chevy does with the Corvette. Why are there so many Corvettes on the road? Because it’s affordable.Here’s what Chrysler should do with the Viper.
By NoNameDenton #2, Posted: 8/27/2008

How about replace the V10, with a 6.4 liter Hemi engine, like the one that is supposed to appear in the Ram HD in the future.
By Layne #3, Posted: 8/27/2008

You guys just don't get it. Perhaps by that logic Ferrari should mass produce their cars to sell them cheaper too. I'm sure you'd see more of them running around then right? Vipers are about passion, not sales. Get it straight.
By SuperSkyline89 #4, Posted: 9/1/2008

Layne's right. A few days ago I say an ACR Viper drive by, now that almost gave me whiplash since those are rarely seen driving around. I tried to grab my Blackberry to take a picture but it was long gone. But every time I see a Corvette i just don't care, they're so damn common they aren't all that impressive anymore.

I hope whoever buys the Viper brand keeps the volume low and the exclusivity at it's present state. And hopefully they don't mess with the Vipers trademark looks.
by azlan #5, Posted: 9/30/2008

why doesnt an american company stop living in the past and trying to buy the best design they got and design a whole new muscle car that will create the same attention as the viper, did, let it go chrysler..
by Chris #6, Posted: 2/3/2009

thank you layne.. its the only truely jaw dropping american car (still in production). its going to drop jaws cause its rare, and still very amazing. its an american ferrari.. or maybe lambo is a better comparison.. a car thats completely mad and rare.

azlan... maybe its just me but i dont understand what you mean by that last comment.

i hope some one like shelby picks up this car.. the facilities will help them get more products out.. and theyll have probably one of the most important american MUSCLE cars since the cobra. it will truly be a sad day when this car isnt made any more.
by SRTperson #7, Posted: 2/3/2009

"a 6.4 liter Hemi engine, like the one that is supposed to appear in the Ram HD in the future."

No way on the 6.4L for the Ram, it has never been in the plans for any model Ram.
by phil12321 #8, Posted: 2/4/2009

6.4L Hemi? in a viper? no way!!! most peoples intrest in the viper is the 8.4L V10 which I may say is a maniac of an engine. Its so powerful and would run circles around the hemi V8
by bmfische #9, Posted: 5/2/2009

Viper is a overwieght, obsolete dinosaur with 8.4 that only produces 600hp. Many sport cars company's are producing close or over hundred hp per liter. With that in mind the viper should be 840 hp or more, V-8's are going to have a hard going with the new fuel standards, V-10 make even less sense.

As far as world standard sport cars Vipers are rude and crude hardly a good testimonial of American Ingenuity.
by Mike #10, Posted: 5/5/2009

But it's not a brand! The DODGE Viper is simply one of the models made by that company. Why don't they just cancel it for the time being, to be reintroduced when things get better?
by phil12321 #11, Posted: 5/6/2009

Viper is a overwieght, obsolete dinosaur with 8.4 that only produces 600hp. Many sport cars company's are producing close or over hundred hp per liter. With that in mind the viper should be 840 hp or more, V-8's are going to have a hard going with the new fuel standards, V-10 make even less sense.

As far as world standard sport cars Vipers are rude and crude hardly a good testimonial of American Ingenuity.

Viper being "overweight" come on man the viper has evolved in to an outstanding worldclass sports car and weighs less than and performs better than 90% of the sports cars current today. people dnt buy the viper for fuel efficiency bro they buy it for the neck breaking torque and hp thats reliable and doesnt need as much service as some of the 100hp per litre cars you failed to mention.the many that need plenty maintnance and upkeep throughout its lifecycle like ferrari's....porsche....audi and some other european competitors. though i love them all im sorry for saying that they are not gonna be as reliable as the viper off the lot. I thynk the viper exemplifies "American Ingenuity"....Im gonna hate to see the Viper go!!!!
by K_Ramos #12, Posted: 5/9/2009

Saying the Viper exemplifies "American Ingenuity" is like saying a sledge hammer is a percision tool.

I love the Viper for what it is, a monster engine with two seats. It’s a perfect muscle car but not exactly a precision piece.

Keep the Viper alive but don't kid yourself by calling it an example of "American Ingenuity"
by NaBUru38 #13, Posted: 5/9/2009

Mike, the Viper has been sold in Europe as the Chrysler. Moreover, the English-language Wikipedia article on the Viper GTS-R race car is named... surprise! Chrysler Viper GTS-R.
by phil12321 #14, Posted: 5/11/2009

K_Ramos u totally missed my point!!! To me the viper does represent American ingenuity because of its evolution as a sports car from conception and the fact that no other american sports car can perform better.... Viper still holds the production car nurburing lap record might I add.... If that aint precision then i dnt know what is and neither do you!!!
by gazzed #15, Posted: 5/28/2009

Basically DMW's own interests' in a way is to only use the Viper as a basis to produce their own niche sportscar for a certain amount of time, take every inch that they can get out of the car and discard it to the scrapheap.
by justinhk2000 #16, Posted: 5/29/2009

phil12321
american and ingenuity is like saying suburban and efficiency, it dosen't go to together. the viper is not a technologically advance supercar, its a oldschool muscle. So don't kid yourself by making the viper look more advance than the GTR. And the SR8 holds the record for the fastest production car (and yes it is a production car) not the Viper.
by NoNameDenton #17, Posted: 6/11/2009

"a 6.4 liter Hemi engine, like the one that is supposed to appear in the Ram HD in the future."

No way on the 6.4L for the Ram, it has never been in the plans for any model Ram.

Try reading pickuptrucks.com, they have reports on the issue
by Michael D #18, Posted: 6/11/2009

At least that's a bit of a relief that the Viper business is turned over to Fiat, which takes away the speculation and guess-work, but I hope that Fiat retains Viper and does not euthanize it. It really gives a great image for Chrysler, it's iconic and a great halo, and can do it's part to generate showroom traffic.

I feel that the Viper doesn't overlap so much with Ferrari and Maserati for those marques are far more upmarket and technology-lated that they stand apart - there's room for all, and they're in different showrooms.
by 54chevyman #19, Posted: 6/12/2009

The Viper may get an Italian engine and reworked. Who knows it's time to move on people. This is a new era and the sooner American companies realize this the sooner we can produce cars that fit this era! Chrysler is still an American car company! One that will specialize in fuel efficiency! All good!
by K_Ramos #20, Posted: 6/14/2009

Does anyone really think that someone shopping for a Ferrari would seriously be comparing it against a Viper.

Keep the Viper alive, there is room for it in the FIAT stable. The Viper has its own market that it serves well. Its a niche vehicle and dropping the price is going to dilute what it is.

Possibly share some more parts to maybe lower the production cost and make it profitable. I'm sure the Viper could benefit from some Ferrari brakes and suspension components.