Chrysler to idle Viper plant for two months on slow revenue

By way of January and February, U.S. dealers had sold just 91 of the 640-hp Vipers, and had 756 vehicles unsold on March 1, a 412-day supply.

DETROIT — Chrysler Group has suspended production of its SRT Viper sport coupe for at least 2 months due to the fact of slow revenue.

As a end result, 91 hourly workers at Chrysler’s Conner Avenue Assembly in Detroit will be laid off, a spokeswoman stated. The Detroit Cost-free Press reported the manufacturing suspension earlier right now.

“Chrysler Group confirms that its Conner Avenue Assembly Plant will be down, beginning the week of April 14. Manufacturing will resume the week of June 23,” the organization said in a written statement.

By way of January and February, U.S. dealers had sold just 91 of the 640-hp 2 seaters, and had 756 autos unsold on March one, a 412-day provide. Vipers have historically not offered properly in winter in part simply because its specialized tires do not grip properly in cold climate.

Chrysler stated the Viper “is a hand-crafted American exotic automobile that is developed for a particular buyer that values functionality, type and exclusivity. It has by no means been intended to be a mass-manufacturing automobile as significantly less than 29,000 automobiles have been created in the past twenty many years.  The capacity to improve and lower manufacturing at the Conner Avenue Assembly Plant makes it possible for the business to carry on to our consumer’s need to preserve these specific vehicles exclusive.”

SRT brand head Ralph Gilles launched a new advertising and marketing campaign for the Viper late final yr in which factory teams pay a visit to Viper dealers to let consumers to check drive the hand-created sport coupe.

Gilles mentioned that a lot of dealers hold the high-priced cars, which checklist for in excess of $ 100,000, locked in their showrooms, limiting income. The check drive teams started out their advertising push in the South over the winter, and will increase north as warmer climate returns.

You can attain Larry P. Vellequette at lvellequette@crain.com.

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