Viper Hangs on to SRT Badge… For Now
Although the SRT brand has been folded back under the Dodge name, the Viper will continue to wear its SRT badge…for now.
Since the new generation of Viper went on sale in 2013, it has been a standalone SRT vehicle, but its identity has always been a bit confusing. That’s because the vehicle identification number (VIN) of each Viper sold indicates that it is a Dodge. What’s more, if Dodge brand head Tim Kuniskis decides he wants the Viper to once again wear the Dodge logo, he can make that happen at anytime.
SEE ALSO: Dodge Retakes Control of SRT, Announces New Products
Perhaps the largest sticking point for keeping the Viper an SRT vehicle is the $25,000 that dealers had to pay for the right to sell the car. If it is rebadged as a Dodge, the company will have to decide whether or not every Dodge dealer can stock the Viper, or if the fee will continue on the same.
“I think the SRT brand is a natural extension of Dodge as we currently frame Dodge. Dodge is a performance brand; it needs to have SRT,” said Fiat-Chrysler CEO Sergio Marchionne.
When asked about which brand will sell the Viper, Marchionne said that it isn’t important. “It will be a Viper,” he said. “The fangs will always be there.”
GALLERY: 2014 SRT Viper Mega Gallery
[Source: Automotive News]
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Stephen covers all of the day-to-day events of the industry as the News Editor at AutoGuide, along with being the AG truck expert. His truck knowledge comes from working long days on the woodlot with pickups and driving straight trucks professionally. When not at his desk, Steve can be found playing his bass or riding his snowmobile or Sea-Doo. Find Stephen on <A title="@Selmer07 on Twitter" href="http://www.twitter.com/selmer07">Twitter</A> and <A title="Stephen on Google+" href="http://plus.google.com/117833131531784822251?rel=author">Google+</A>
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