The test of the price reduction

[I Bin Therbefor]

Tim has asked numerous times, what does it take to sell twice as many Vipers as are selling now? Here's Tim's answer from a quote from the price reduction announcement:

"It's not that I'm lowering the price $15,000; it's a psychological thing to put you back into the realm of being an accessible car at a price point that I think is right for the car," Dodge CEO Tim Kuniskis explains. It is "the same price it was seven years ago, when we were selling two and a half times as many."

So, Tim believes that lack of Viper sales is a pricing problem, not lack of power or lack of an AT or lack of a convertible.

The test of Tim's theory is, will the price reduction result in selling twice (or two and a half times) as many Vipers as are selling now?

Tracking the results in sales for the next few months will test the effectiveness of Tim's belief.

The open question is, can Viper generate a profit at the new price?

[Policy Limits]

There's definitely a psychology to sales. Time will tell if hrs got it right. But trying something was better than sitting back and doing nothing. Crazy how the entire SRT line sells so well except for the flagship of the brand. Price is a huge problem he's right. Profit? More like cutting loses and picking up residual on future model years IMO. The other problem the car has is it gets no respect, and not only from outsiders. Too bad really as its probably the most underrated super car in the market today.

[I Bin Therbefor]

There's definitely a psychology to sales. Time will tell if hrs got it right. But trying something was better than sitting back and doing nothing. Crazy how the entire SRT line sells so well except for the flagship of the brand. Price is a huge problem he's right. Profit? More like cutting loses and picking up residual on future model years IMO. The other problem the car has is it gets no respect, and not only from outsiders. Too bad really as its probably the most underrated super car in the market today.

The respect is starting. Read the last paragraph on the Viper in the C & D fastest lap issue.

[Derek Short]

Very True. The Pricing has been the problem with sales all along.... Not more power, not convertible, none of that.... its the price....

I have no doubt sales will pick up and they will see twice as many Vipers selling as of current. Only thing that I see may hurt them to not reach the twice as many mark would be all the bashing the car has gotten and lead to possible and potential buyer's straying away from it. I mentioned before in another thread if I didn't just buy an ACR I would be swooping up a Gen V LE or White TA.

[SHADOWSNAKE]

I believe you're right about sales and I personally think this is a GREAT plan that should prove that price was absolutely the major problem. It certainly held me back for over a year. Tim and his team are doing great work for the brand and our car. The buzz on this site alone should attest to that even if some people feel compelled to complain..they'd complain if Dodge gave us all a second Gen V, for free.

Got my check and letter in the mail yesterday and can confirm I will, without a doubt, get another Viper…maybe a second (please wife) if T/A prices are right!

[Bitten]

I believe you're right about sales and I personally think this is a GREAT plan that should prove that price was absolutely the major problem. It certainly held me back for over a year. Tim and his team are doing great work for the brand and our car. The buzz on this site alone should attest to that even if some people feel compelled to complain..they'd complain if Dodge gave us all a second Gen V, for free.

Got my check and letter in the mail yesterday and can confirm I will, without a doubt, get another Viper…maybe a second (please wife) if T/A prices are right!

Amen!!!! On my end its the husband, hehehe, I told him this summer we did NOT need two Camaros, when he was itching to buy another car. I am sure I don't need two Vipers but I REALLY enjoyed having both a Coupe and Convertible Gen 3.

The same thing happened in 2006 when I purchased my Coupe. Chrysler gave the dealers 10k in extra hold back money to move Vipers that were not selling. I got an 84k Coupe for 70k. Same deal, except no voucher for those who purchased at sticker price. I think the voucher is awesome and if they come up with a factory produced Convertible then I will be looking to purchase a 2nd Snake and its going to be something bright colored like green, blue or yellow.

[TitleMine]

What they need to do now is the opposite of what the Smoking Tire did. They compared the $140,000 Viper to the 200,000 911 Turbo S PDK. The Viper "lost," more or less, if there was a loser.

But now that the car is 80K, they need to get a mag to test one against a 911 Base or a Corvette Z51, and see who wins. That'll generate sales, because most mags don't focus on one of the main selling points of the Viper: The image of the car.

It doesn't matter if, at the end of the day, the Turbo S is faster, more luxurious, and more comfortable, because there are still 3 of them right now in the parking lot at Whole Foods, the Viper is a freaking Viper. You'll never be chased 8 blocks by a kid with his cell phone out the window when you're driving a 911. That happens in Ferraris, it happens in Lambos, and it happens in the Viper. Dodge knew that, and played it up 10 years ago. They need to do that again.

[sparkrn]

The test is working, I know of a member who took his 15,000 coupon and used it today on a new TA. He's an active member on the forums so I don't want to silence his thunder. Yet my point is , maybe Timmy knows what he is doin!

[I Bin Therbefor]

The test is working, I know of a member who took his 15,000 coupon and used it today on a new TA. He's an active member on the forums so I don't want to silence his thunder. Yet my point is , maybe Timmy knows what he is doin!

I sure hope so.

I want to see what impact the re-pricing has on folks who are first time Viper purchasers. Also with the subsequent re-pricing impact on the used Viper market. will used Vipers look more attractive to first time purchasers. Lastly, I believe there's a few folks who want to have more confidence the Viper will remain in production before they buy. Good sales volume and less press about the number of unsold Vipers on the lots will help that.

Getting some sales momentum can only lead to good things. Bringing in first time purchasers can only lead to good things.

[Bitten]

You'll never be chased 8 blocks by a kid with his cell phone out the window when you're driving a 911. That happens in Ferraris, it happens in Lambos, and it happens in the Viper. Dodge knew that, and played it up 10 years ago. They need to do that again.

Love it. You are right!