Chrysler charges dealers $25,000 to sell the Viper
One-time fee covers tools, training, tech program, showroom elements
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DETROIT -- Chrysler Group will charge dealerships $25,000 to sell the 640-hp SRT Viper late this year, says Peter Grady, Chrysler's vice president of network development and fleet.
The one-time fee will include tools, training, a technician program, signs and other showroom elements. The Viper is the only vehicle so far to be sold exclusively by the SRT, or Street and Racing Technology, brand.
The re-engineered Viper, introduced in April at the New York auto show, has an 8.4-liter V-10 that generates 600 pounds-feet of torque. The previous Viper, a Dodge, was discontinued in 2010. Production of the 2013 Viper starts in November.
Prices for the 2013 Viper were to be revealed to Chrysler dealers today as they meet in Las Vegas to review upcoming vehicles. Sources expect stickers to start above $100,000. Chrysler will charge a $1,995 destination fee on each Viper.
All Chrysler Group dealers will still be able to sell and service SRT vehicles except the Viper.
In addition, the automaker has created two levels of extra SRT participation.
• For $5,000 each, any of the 2,347 Chrysler Group dealerships may buy a base agreement for tools, equipment, training, signs and, perhaps most important, preferential ordering and additional allocation of such vehicles as the Jeep Grand Cherokee SRT8, says Ralph Gilles, head of the SRT brand.
• For an additional $20,000, the high-performance agreement also permits dealers to sell the Viper.
"The SRT cars are starting to pull in a very, very interesting demographic -- much higher income, much higher education levels. The customer is becoming more sophisticated," Gilles says.
Dealers who opt into the SRT brand agreements must meet customer satisfaction requirements to qualify for the preferential ordering and extra allocation of SRT vehicles.
Dealers will be shown their projected allocation of SRT vehicles if they wish to participate, Grady says.
The basic and high-performance SRT agreements will require dealer personnel to receive SRT training and participate in a daylong SRT Track Experience annually where they will drive the performance vehicles, Gilles said. The track event is offered free to customers who buy SRT vehicles.
Grady said: "This is a different kind of a customer, a different approach, and it requires a different sort of commitment."
• Can sell the SRT Viper
• Receive extra allocation of all SRT vehicles
• Get tools, equipment, training, signs and tech program to service and sell SRT vehicles
You can reach Larry P. Vellequette at lvellequette@crain.com.
