Chrysler to hold on to muscle brand
13 July 2009

Chrysler has confirmed it will not sell its Viper brand after all.

The troubled US firm tried to sell the brand and its production line for around $10 million (£6.2 million) last year, as it desperately searched for cash to survive. In February this year it said it had received three offers for Viper.

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However, the restructured company has now announced it will hold on to the brand and continue production of the Viper SRT10, albeit only building the 600bhp 8.4-litre V10-engined car to order. The model was previously scheduled to be phased out in December 2009.

The Viper is built by hand at the Conner Avenue Assembly Plant in Detroit, the first facility to resume production after Chrysler emerged from bankruptcy. The model went into production in 1992.

“The Dodge Viper has successfully captured the hearts and imagination of performance enthusiasts around the globe,” said Mike Accavitti, president and chief executive officer of the Dodge Brand.

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“We’re extremely proud that the ultimate American-built sports car with its world-class performance will live on as the iconic image leader for the Dodge brand."

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