Sunday, April 20, 2014

Dodge SRT Viper or SRT Viper - a case of brand name identity crisis?

Trying to figure out what the designation of Viper is can be a pretty difficult task.

When SRT was announced as a brand, Viper was supposed to be designated as SRT Viper, with $25k admission fee paid by interested Chrysler dealers. 

Forward to 2014... What happened to SRT brand?  Well, it apparently does not exist.  When looking for SRT Viper, there is absolutely not a single Chrysler dealership that includes SRT as a brand in their list of Chrysler house brands.   So where is Viper?  For those who try to locate Viper on dealer website, the advice is to look under DODGE brand.  There, Viper is listed as SRT Viper.

Apparently, SRT brand does not exist, it is still DODGE Viper. 

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