Fear Not, It Shall Return

The 2009 Viper--as menacing as ever. (Photo courtesy of Dodge.com)

Dodge has recently announced that production of the Viper, its crowning sports car, will be halted in July of 2010, following a final limited run of 500 cars. But do not fret--Dodge plans to return in 2012 with an updated version.

Dodge claims that the move to halt production is motivated by a desire to guard against lessening the market value of the current generation of the Viper by continuing its production with no end in sight. This move, it seems, is representative of a notable forward-thinking mentality on Chrysler's part. Market value for the Viper has always been strong--for instance, early generations have long-enjoyed a stable market value, not violently depreciating like so many other sports cars often do as production marches on. At a time when MSRPs of sports cars have soared, Dodge has done a noteworthy job keeping the price for the basic Viper below the $100,000 mark. As Chrysler is likely aware, bolstering its brand image cannot be accomplished with quick fixes, but rather must be oriented towards insuring that new measures and developments do not suddenly (and catastrophically) fold years down the road.

The Viper has always been geared towards a particular buyer, as is the same for so many American sports cars. Much as is the case with the Japanese-made Acura NSX, the Viper has enjoyed a loyal following, which recognizes its uniqueness and uncomplicated, natural approach to two basic components of a respectable, original sports car--raw speed coupled with an exceptional sound. At a time when complex European sports cars, with advanced traction control systems and 7-speed flappy paddle gearboxes, arguably dominate the market, the Viper has colorfully, and forcefully, demonstrated that a 6-speed manual transmission coupled with a 8.4 liter V10 can handle itself just fine, thank you very much.

For this author, it seems that European automakers ought to take note of this fundamental approach to the modern sports car, lest they forget the simple, yet crucial, principle that the connection between driver and machine is best strengthened by reducing the encumbrances between the two.