The Viper is Dying because Fails to generate sufficient Revenue

Sergio Marchionne, CEO of Fiat-Chrysler is famous for his sharp tongue and straightforwardness. Even when he had to talk about the death of the Viper at the Detroit Auto Show he didn’t sugarcoat why the Viper will be stopped from production and whether there is any chance at all for it to come back.

‘Viper was a labor of love. There is the possibility of a new version, but whether it resurfaces in a reasonable amount of time I cannot say. We have not made that decision. Financial arguments to keep the current car don't add up’.

dodge viper

In other words, Viper fails to sell well enough, which means that by keeping it in production, the company loses a lot financially. The money it generates is not even close to enough for it to be regarded as a halo car or a loss leader. The smartest thing the company could do, no matter how the love we keep for it, is to discontinue it.

And even thought Marchionne hints that a new version might eventually pop up, we really don’t see it happening any time soon, or at least not as raw and cool as its current version.


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