The Viper Is Dying Due to the Lack of Financial Sense

Fiat-Chrysler Chief Executive Officer Sergio Marchionne is recognized for being notoriously frank with his language. He’s not the sort of individual to sugarcoat anything. Which includes the fatality of the Viper.

Speaking at the Detroit Vehicle Show, Marchione didn’t cut words about why the Viper is dying and if it could come back:

“Viper was a labor of love. There is the opportunity of a new variation, but whether it resurfaces in a practical amount of time I can not claim. We have not made that decision. Financial debates to keep the existing automobile do not add up.”.

Generally, there is no way to maintain the current Viper in manufacturing without it shedding oodles of money. As well as it however doesn’t offer enough devices to also be taken into consideration a halo car or a loss leader. Instead, the Viper, which we really like, needs to finish production.

It’s sad, however not unanticipated. And while Marchionne leaves the door available to a new version coming back at some point, we don’t expect that Dodge will revive a Viper that is as raw as the present auto.