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SRT Viper plant idled over slow sales [UPDATE]

The SRT Viper is taking an extended production break later this spring while the factory copes with low demand and gears up for the 2015 model year. Chrysler will idle the Conner Avenue Assembly Plant from April 14 to June 23, and 91 employees there will be laid off during that time. Sales have been slow so far this year, with just 91 Vipers sold in the first two months of 2014 (591 were sold all last year), according to The Detroit News. According to Chrysler, this is all part of the plan for the Viper. The automaker says that the Connor Avenue factory was meant to fluctuate in this way because it only builds one vehicle, and the sports coupe was never meant to be a mass-production vehicle. The company claims that idling the plant will allow it to manage showroom inventories. "Customer and dealer demand for the SRT Viper continues at expected levels," said Chrysler spokesperson Dianna Gutierrez to The Detroit News. SRT hasn't revealed what changes are planned for the 2015 model. This isn't the first time we've heard of the Viper's weak demand. As of October 2013, SRT had hoped to build around 2,000 examples, but only about 1,000 had been made. At that point, officials then revealed production would likely be scaled back. We've contacted the Chrysler for further information, and we'll update this post if and when we hear back. UPDATE: Chrysler has passed along this official statement regarding the plant idling: Chrysler Group confirms that its Conner Avenue Assembly Plant will be down, beginning the week of April 14. Production will resume the week of June 23. Ninety-one UAW-represented employees will be laid off during this time. The SRT Viper is a hand-crafted American exotic car that is designed for a specific consumer that values performance, style and exclusivity. It has never been intended to be a mass-production vehicle as less than 29,000 vehicles have been produced in the past 20 years. The ability to increase and decrease production at the Conner Avenue Assembly Plant allows the company to continue to meet our customers' desire to keep these special cars exclusive. We will be able to take advantage of this transition to manage dealer inventories.

Dodge Viper production to end after 2017

We can't say we're surprised, but we're still saddened to report that the Dodge Viper will not live on past the 2017 model year. It's had a solid 25-year run, though, and that's worth celebrating. Fiat Chrysler Automobiles does just that for the Viper's final model year, with five special editions (some of which seem less special than others, admittedly): The 1:28 Edition ACR, GTS-R Commemorative Edition ACR, VoooDoo II Edition ACR, Snakeskin Edition GTC, and Dodge Dealer Edition ACR. Instead of running through what makes each of these 2017 Vipers special, we'll direct your attention to the press release below and the images above. All but the Dodge Dealer Edition commemorate memorable Viper models of the past 25 years, and the GTS-R is probably the pick of the litter with its classic blue-on-white paint scheme. Unless you prefer to err on the side of gaudy, in which case Dodge has you (and your car) covered with Snakeskin Green. If none of these special-edition Viper models strikes your fancy but you'd still like to park a 2017 Viper in your garage, fret not. Dodge is still offering its "1 of 1" customization program for the Viper's final year of production. Finally, instead of dwelling on the past, even when that past is as exciting as the Viper's, let's choose to look to the future with the only logical question left unanswered: What's next? Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Chrysler 100, midsize CUV and plug-in hybrid minivan launch bid to go mainstream

The news just keeps on rolling from Auburn Hills today, as Fiat Chrysler continues to detail its five-year growth plan. This time round, we're talking about Chrysler. The troubled American brand has been limited in the past few years to the lamentable Sebring/200, the Town & Country and the 300, although that's likely to change in the coming years.
"The Chrysler brand is not luxury - it's not premium. Chrysler is the mainstream American brand," brand CEO Al Gardner said during today's presentation.
Gardner set a sales target of 800,000 units by 2018, which marks an increase of 350,000 units compared to its 2013 sales results. That's a pretty big ask for a brand that's struggled to define itself over the past decade.