Despite previous assurances that lackluster sales of the Dodge Viper were not cause for concern, Dodge has dropped the entry price of the V-10-powered supercar by $15,000. While the outgoing 2014 SRT Viper stickered at a lofty $101,880 (including destination), the mildly updated 2015 Dodge Viper SRT will see its price plummet to $86,990.
The price cut applies to all models of the 2015 Dodge Viper. The new mid-level Viper GT model will cost $10,000 more than the base SRT for a total of $96,990, while the Viper TA (Time Attack) and GTS will arrive for 2015 model year from $102,990 and $109,990, respectively. Those prices all represent a big discount: The 2014 SRT Viper started at $101,880, the TA at $117,880, and the GTS at $124,380.
The revised entry price will also retroactively affect 2014 Viper models that have yet to be sold by dealers.
In addition to the monumental price cut on new cars at the showroom, existing owners of the current-gen Viper (previously sold as the SRT Viper) will be awarded a $15,000 certificate toward the purchase of a new Viper. When all is said and done, current Gen 5 Viper owners could walk away with a 645-hp supercar for $71,990 — a discount of nearly a third compared to the car’s previous sticker price.
After a disappointing 2013 sales year during which the Viper sold just 591 units, questions about the supercar’s future started to surface. In March, before Chrysler Group’s announcement that it would absorb SRT back into the Dodge brand, the automaker suspended production of the Viper for a period of two months. Later, SRT would also pull the Viper out of Le Mans racing contention, although officials maintained that this decision was unrelated to the status of the production car’s sales.
“I don’t know why the whole world is so worried about Viper sales,” then-SRT president Ralph Gilles told Automobile in February. “It’s an exotic…We’re focused on exclusivity, it’s not about cranking out a bunch of chocolates.”
Through August of this year, Dodge has sold just 438 Viper units, which seems like too few chocolates to keep the business afloat. In an effort to boost sales of the 2015 Dodge Viper SRT, the high-performance supercar will also be sold throughout the Dodge dealer network, whereas the outgoing model was available only at standalone SRT locations.
The 2015 Dodge Viper receives minor updates this year, including an additional 5 hp from the 8.4-liter V-10, bringing its total output to 645 hp, still delivered to the rear wheels via a six-speed manual gearbox. New for 2015 will be a mid-priced Viper GT model, arriving with a handful of features drawn from the range-topping Viper GTS. The Viper GT will come standard with a driver-adjustable suspension and Sabelt sport bucket seats with Nappa leather and Alcantara trim. Dodge also improved the aerodynamics of the 2015 Dodge Viper SRT Time Attack 2.0 Special Edition, adding 222 pounds of downforce at 150 mph.
Production of the 2015 Dodge Viper SRT will commence at the end of 2014, with deliveries in the first quarter of 2015.