Price Cut Doubles Viper Sales, Production To Resume In November

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Dodge was forced to idle production of its Viper SRT supercar back in April after low demand caused a massive 434-day supply of the cars on dealer lots. This caused the automaker to make a drastic decision last month to lob $15,000 off the car’s starting price, bringing the figure down to $84,995 (not including destination and gas guzzler tax), or—adjusted for inflation—about how much the first-generation Viper cost when it debuted back in 1992.

In addition to this, Dodge gave existing owners of the latest Viper, which was all-new for 2013, a $15,000 certificate towards a new model—whether they trade in their existing Viper or purchase a new one outright. This $15,000 certificate is in addition to the $15,000 price reduction, effectively giving them a $30k discount on the previous pricing.

Not surprisingly, sales have shot up, with sales in September hitting 108 units, up from 45 cars the same period a year ago and just 38 cars in August, the month prior to the announcement of the price cut.

The new demand means production of the Viper can resume, with Automotive News (subscription required) reporting that work at the car’s Conner Avenue Assembly Plant in Detroit will start up again in November. The plant has been largely idle since the April shutdown, only resuming for a 10-day stint in July.

The plant will initially build the base model and a new GT variant introduced for the 2015 model year, and will then start upscale TA and GTS variants once unsold 2013 and 2014 models are moved. Dodge CEO Tim Kuniskis explained that this will get inventory down to a level where normal production of the full range can begin again.

To find out what all the fuss is about, read our first drive report of the 2013 Dodge Viper SRT and watch this video review of the 2014 model.

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