AUBURN HILLS, Michigan — At a recent enthusiast event, Dodge brand President and CEO Tim Kuniskis told Edmunds that the Viper "1 of 1" customer order program has been a hit with customers, resulting in a significant increase in average transaction prices for the 2015 Dodge Viper.
Kuniskis cited a $20,000 increase as an example of a transaction boost resulting from the "1 of 1" ordering process.
Dodge spokesman Dan Reid explained to Edmunds: "Given the opportunity to select from a broader array of features and content, our data shows that customers are optioning up and adding more features to the '1 of 1' Vipers than the pre-configured models."
Through the Viper Customizer website, the "1 of 1" program allows enthusiasts to select from more than 16,000 exterior colors, 48,000 stripe options, 11 unique wheels, 16 interiors and a host of other options for a total of 50 million possible combinations.
Once an order is placed, the buyer receives photos and details of the Viper's build process, and those in a hurry can opt for expedited shipping. A personalized dash badge completes the custom treatment.
"Dodge Viper appeals to very passionate enthusiasts who have a strong interest in owning a truly unique one-of-a-kind supercar," said Reid. "Because every Viper is hand-crafted with such an extreme level of detail, we have the unique opportunity to make each one special by giving buyers the ability to not only customize each vehicle to their exact specifications, but be able to say their Viper is truly one of a kind."
In addition to ordering more options, Viper buyers are sharing their designs, custom builds and experiences online at an unprecedented rate.
"Numerous pictures and stories have been shared online through the Viper Owners website as well as the corporate office," Reid said, "many thanking us for offering a level of customization that they have normally sought out on their own and giving praise for allowing them to have it done right by the OEM."
Edmunds says: The "1 of 1" customization program has struck a chord with performance-minded Dodge Viper buyers.