Chrysler Group used the backdrop of the Pebble Beach Concours d’Elegance to pull the covers off its new supercar, the 2013 SRT Viper GTS Launch Edition.
The third generation Viper is powered by an update of the front-mounted ten-cylinder engine from both previous models. This 8.4-litre unit produces a claimed 640hp. The standard, and only transmission, is a six-speed manual gearbox.
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The car is said by Chrysler to have its own platform but this is believed to be an evolution of the Maserati LM139 architecture.
In December 2011, Chrysler Group stated that it would re-open its idled Conner Avenue plant to build a new Viper. The earlier Dodge-branded Vipers were also manufactured at this suburban Detroit site.
The new model had its world premiere in pre-production form at the New York auto show back in April. The car revealed at Pebble Beach is the Viper GTS Launch Edition. This, the first model variant, shares the special GTS Blue paint and dual white stripes of the previous two Viper coupe launches.
Where once SRT had been a sports trim level, Chrysler believes that the three letters have strong enough recognition to be maintained as yet another brand. In North America, the company’s range consists of Chrysler, Dodge, Jeep, Ram, SRT and Fiat vehicles, plus Mopar accessories, with Alfa Romeo cars and SUVs to come.
The first and second generation Dodge Vipers had no brand, just a model name, in certain (mostly European) markets. It remains unclear what brand Chrysler will give the new Viper in markets outside the US, Canada and Mexico.
While the global branding strategy is yet to be stated, Chrysler has been crystal clear with its intention to launch the new Viper cleverly and aggressively on the North American continent. Choosing the glamorous location of the Monterey Peninsula in California placed the car in the view of the world’s press, there to photograph and write about high-priced or unattainable new supercars, concepts and special editions of luxury models.
Author: Glenn Brooks
