Chrysler Halts Production of 2014 SRT Viper for Two Months | Edmunds

Chrysler Halts Production of 2014 SRT Viper for Two Months


Just the Facts:
  • Chrysler confirmed on Tuesday that it will suspend production of the slow-selling 2014 SRT Viper for two months.
  • The automaker sold just 91 SRT Vipers through February.
  • Chrysler said 91 hourly workers will be laid off at its Conner Avenue Assembly Plant in Detroit.

AUBURN HILLS, Michigan — Chrysler confirmed on Tuesday that it will suspend production of the slow-selling 2014 SRT Viper for two months.

The automaker sold just 91 SRT Vipers through February, according to Chrysler's March sales report.

Chrysler said 91 hourly workers will be laid off at its Conner Avenue Assembly Plant in Detroit.

"Chrysler Group confirms that its Conner Avenue Assembly Plant will be down, beginning the week of April 14," wrote Jodi Tinson, a Chrysler spokeswoman, in response to an Edmunds query. "Production will resume the week of June 23. Ninety-one UAW-represented employees will be laid off during this time."

Two versions of the flagship performance model of the SRT brand — short for Street and Racing Technology — are hand-built at the Conner Avenue Assembly Plant in Detroit — the Viper's home since 1995. They are the SRT Viper and SRT Viper GTS models.

Automotive News reported that Chrysler had 756 unsold SRT Vipers as of March 1, a 412-day supply.

The SRT Viper competes with the 2014 Chevrolet Corvette Stingray. In comparison, General Motors sold 4,699 Corvette Stingrays through February, according to the company's March sales report.

Late last year a new marketing campaign for the SRT Viper launched featuring consumer test-drives of the coupe at Viper dealerships. The marketing effort began in the South and is expected to continue in other parts of the U.S. as the weather improves.

Edmunds says: The SRT Viper may be a temporary victim of the brutal winter weather in much of the country. Sales are expected to rev up with the coming of spring.

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