New Viper Drops “Dodge” Name; Is That A Good Or Bad Thing?

When Fiat took over the ailing Chrysler, there were a lot of questions about the future of both brands, many of them remaining unanswered. One of the biggest questions was in regards to Dodge’s halo car, the Viper, which went out of production after the 2011 model year for a pending redesign. But Fiat has pledged a replacement car, which should be unveiled next year. We’re sure the new Viper won’t disappoint in terms of performance or looks…but it will be missing one very important thing; the Dodge name.

Yes, that’s right; the new Viper won’t be a Dodge, reports Automotive News. Rather, it will be badged as an “SRT” vehicle, creating a new sub-brand while whittling away at Dodge’s increasingly narrow product lineup. What does this mean for the Viper and the Dodge brand?

First, a few facts. While here in America we’ve always known the Viper as a Dodge, in other countries the Viper has been known as both the Chrysler Viper and just “Viper.” Chrysler has also done that for other vehicles as well, like the Jeep Grand Cherokee and Chrysler Town & Country minivan. Furthermore, Chrysler is positioning the Viper to lead the new SRT halo brand as an international supercar. For those keeping track at home, that now makes two vehicles (Ram pickup and Viper supercar) spun off from Dodge into their own brands.

Does that mean Dodge is doomed? Far from it, as Fiat is already bringing over a redesigned Alfa Romeo (to be called the Dart) as the new compact offering for Chrysler’s entry-level brand. Without either the Viper or Ram pickups weighing down its overall MPG rating either, the Dodge brand will be much better positioned to achieve the higher fuel economy standards that go into effect in 2016.

About the author

Chris Demorro

Christopher DeMorro is a freelance writer and journalist from Connecticut with two passions in life; writing and anything with an engine.
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