Chrysler's "Project Genesis": Viper Death Put on Hold, Moving?

[YSSMAN]

Auto industry watchers were surprised by Chrysler's swift move to kill-off five models late last year, but there are more product eliminations and dealer reorganization on the way, said Chrysler co-President Jim Press. Called "Project Genesis," a new strategy at Chrysler calls for the aelimination of so-called "badge-engineered" vehicles, plus the consolidation of many Chrysler, Dodge, and Jeep dealerships into single stores.

Press said Chrysler's new owner, Cerberus Capital Management, realizes the automaker has too many duplicate products, and several may have to be eliminated, according to Automotive News. He didn't say what vehicles those might be, but some obvious names come to mind. The Jeep Compass, for example, has experienced slow sales compared to the Dodge Caliber on which it is based. The Dodge Avenger and Chrysler Sebring are also very similar, as are the Jeep Liberty and Dodge Nitro. It's not known if any of those products are on the chopping block.

To deal with an excessive number of unprofitable dealerships, Cerberus plans to merge several Chrysler, Dodge, and Jeep outlets into "one-roof" stores. The plan will eventually affect nearly all dealers, though Cerberus is not currently planning to put a large amount pressure on dealers to consolidate. Rather, Cerberus hopes to guide them toward mergers that would ultimately increase profitability for everyone.

In late 2007, Cerberus famously axed the Dodge Magnum, Chrysler PT Cruiser Convertible, Chrysler Pacifica, and Chrysler Crossfire. However, discontinuing cars isn't the only component to the company's product strategy, Mr. Press said. The automaker will also focus on creating new vehicles for segments in which it currently does not compete.

In other news, it took a guy from Toyota to come up with this...

Really?

I can think of quite a few dealers that are going to be pissing and moaning about this here in Grand Rapids, but simply put, it is required for the sustainability of the company.

As Cody would say:

[/facepalm]

 

[Azuremen]

The facepalm would be the result of Chrysler just now realizing you can't have your marques consist of nothing but rebadged vehicles.

I can see sales guys and maintance guys complaining, but those that own the dealerships will likely see the chance to increase profits buy having fewer employees. This is because a lot of owners tend to own a couple of dealerships for different marques.

Either way, Chrysler still has a long way to go before their head is out of their ass.

 

[Omnis]

I also hope Cerberus makes them fire their interior design squad. Ultimately, I think a Chrysler dealership should look like this:

Dodge trucks and sports cars, a Jeep corner, and all other classes being Chrysler.

 

[Jim Prower]

Personally, I'm hoping that they still rethink that Chery roadster they've been thinking of doing...

Does this also mean that you can play Sonic the Hedgehog on your navscreen? Hyundai passed...

 

[McLaren]

The facepalm would be the result of Chrysler just now realizing you can't have your marques consist of nothing but rebadged vehicles.

I can see sales guys and maintance guys complaining, but those that own the dealerships will likely see the chance to increase profits buy having fewer employees. This is because a lot of owners tend to own a couple of dealerships for different marques.

Either way, Chrysler still has a long way to go before their head is out of their ass.

Why not? It's worked for GM.

 

[Omnis]

Why not? It's worked for GM.

The difference is that they used their different brands to sell products from different markets.

 

[Jim Prower]

It doesn't work when you have so much overlap. Most of the G.M. cars are at least distinguishable by one being clearly a step beyond the other. However, Chrysler, Jeep, and Dodge's lineups now nearly PARALLEL each other! (To the point where I confuse Nitros for Jeeps!)

Here's what needs to be done.

1. Elevate the price of the entire Chrysler range.
2. Improve the interiors and options in the entire Chrysler range. (Step 1 and 2 ensure you're not selling Dodges. Besides, this is the way it used to be until the '80s)
3. Remove certain redundant models, particularly the lower end of the Chrysler range, (P.T./Sebring) moving it upmarket again, and axe all SUVs, other than Jeep, while Crossovers stay with Chrysler. Dodge handles vehicles with beds, commercial vehicles, lower model range, and sporting cars.
4. Consolidate the dealerships. It seems like a good idea to me.
5. REAR WHEEL DRIVE. Developing a small, RWD platform that could underpin a Demon and a sub-300C sports sedan for Chrysler would be great. Oh, yeah, finish LY. Please.

 

[Pupik]

I like how its called "Project Genesis" when it's really more like "Project Revelation(s)", considering how many cars need the axe to make this work.

Ah, corporate-speak is so euphemistic.

 

[YSSMAN]

Well, here is a good sign of what we can expect from now on:

Who would win in a fight between a 3-headed hell hound and a snake? In a case important to a great number of high-horsepower-lovin' enthusiasts, it appears it's going to be Satan's canine.

In all the hoopla over the past few weeks about Dodge's new entry to the Muscle Car Wars, the media stories popping up hinting Chrysler may be thinking about discontinuing the Dodge Viper have gone relatively ignored by the majority of the product press. Unfortunately for those with a love of the serpentine-named supercar, we've learned through several of our sources that the decision to kill off the next generation of the Dodge Viper has already been made.

The next generation Viper roadster, referred to internally as ZC-D27 -- and ZC-D29 in the case of the coupe -- are no longer part of Chrysler LLC's future plans. They've been shuttled to the side -- we're assuming as part of "Project Genesis," the new game plan "intended to align the needs and wants of the customer with its [Chrysler's] product portfolio and the dealer network." Or perhaps it was part of "Project Alpha" the game plan prior to "Genesis" and before Cerberus really got a good look at the books. All we know is the decision was made during the period Cerberus has been running the show in Auburn Hills.

In other words: [Poop]. (edited for content)

Originally, the new version of Dodge's halo car was set to start rolling down the assembly line in January of 2009 alongside two Chrysler badged platform mates. These two new Chrysler branded performance vehicles were to be modeled after the Firepower concept car. The first one, a roadster, was given the internal name ZC-C27, and a coupe version was given the internal name ZC-C29. However we know the decision to kill the Chrysler-brand versions was made sometime in the middle of last year.

This certainly would've hurt the business case for the entire "ZC" program. The Viper is hand built at the Connor Avenue Assembly Plant. A plant that, without the Firepower, would do nothing but build Vipers and the big V10 engines that go in them. Its a plant that we're fairly certain Chrysler's new Six Sigma-loving management would probably like to close.

The general unrest and financial struggles of Chrysler played a huge role as well. When this embattled company chooses how to spend their R&D money, they have to choose very carefully. Sadly there are many other vehicles in the Chrysler lineup that need attention before they can start to think about a low volume, hardcore sports car again -- halo status be damned.

What now?

Chrysler recently launched the freshened, more powerful, fourth generation Viper for the 2008 model year. Original plans had this car being built for only two model years. It was meant to be a stop-gap model until the next generation "ZC" car could be brought online. Now that an all new Viper won't happen, sources tell us that the fourth generation Viper will instead be built until around the 2011 model year. We'd also venture a guess that so long as the fourth gen is being built, a few of the track prepped ACR models will continue to trickle out of the factory.

What happens after 2011? That's a question we don't yet have an answer for.

It's hard to imagine Chrysler leaving the halo car market for good -- but we're thinking the future will call for a more affordable halo. Not just more affordable for the buyer but more affordable for Chrysler build. We know they'll want something that can still put up a fight with the Corvette -- at least the base model -- but at the same time, be much closer to the Corvette's base MSRP.

In the next one or two years, we can only a hope a concept car pops up on the auto show circuit that can give some hope for an all new, SRT hot rod. For now though, we mourn the loss of a legend.

Thanks Chrysler, you giant pile of idiots that you are!

 

[Azuremen]

Good. They can barely stay alive as is, they don't need the viper right now. Challenger should be enough for their sporting needs. Plus its long in the tooth.

 

[Tornado]

You act as if the Viper was losing money.

 

[V1P3R]

 

[Philly]

Given Chrysler's current position, I will have to say this is a good move. As depressing as it is, they really cannot afford to develop another car. That money is much better spent on the Sebring, the LY platform and maybe a new SUV platform, which will be what makes them the most money. Hopefully they will be able to design a good car (given that it seems they are on a last-chance status) and turn around enough to start up the Viper. I would assume that is pretty low on the to-do list though. Maybe they will make something with VW using the Town and Country.

In the next one or two years, we can only a hope a concept car pops up on the auto show circuit that can give some hope for an all new, SRT hot rod. For now though, we mourn the loss of a legend.

Are they serious? I'm only expecting to see more a range from the Grand Caravan SRT-8 to GTI W12 things with just a bunch of old parts thrown together. They are only going to get worse until they can come up with some good, new cars.

 

[Azuremen]

You act as if the Viper was losing money.

The money spent on developing the next generation, along with all other costs of it would be far better spent on developing average cars that actually sell in mass and make the real profit.

Supercars rarely pull massive profits; they just get the name out there more. But they need to have some quality at the real world level as well... which is where this comes in:

Are they serious? I'm only expecting to see more a range from the Grand Caravan SRT-8 to GTI W12 things with just a bunch of old parts thrown together. They are only going to get worse until they can come up with some good, new cars.

They need new stuff. New stuff that doesn't suck or feel cheap. And they need money for that.

 

[Sting]

This is a very very sad day if there are going to be no more Vipers.

👎

 

[McLaren]

The difference is that they used their different brands to sell products from different markets.

So that's why GMCs are basically Chevrolet trucks, and that new Pontiac is really just a Cobalt even though they're being sold together in the US market?

That Viper article, though. You guys are stressing way too much.
He said he doesn't know what will happen after. This "Death of the Viper" crap is really getting annoying since I've yet to see Chrysler say, "The Viper is dead".

sources tell us that the fourth generation Viper will instead be built until around the 2011 model year. We'd also venture a guess that so long as the fourth gen is being built, a few of the track prepped ACR models will continue to trickle out of the factory.

What happens after 2011? That's a question we don't yet have an answer for.

This does not mean it's dead afterwards.
2011 is still quite a ways off, and it's obvious Chrysler will be waiting to see until then if the car is worth continuing.

 

[Jim Prower]

you're right, it's a few years off. the last Viper lasted quite a while, anyway, 8 years or so.

If they kill it off, they'll announce that there'll be no 2009 Viper. They can shut down the production line any time they want: it doesn't take money to pull the plug. I think that, perhaps, they're looking into using another plant.

 

[Keef]

Good. They can barely stay alive as is, they don't need the viper right now. Challenger should be enough for their sporting needs. Plus its long in the tooth.

To new generations I feel the Viper name is much more desirable and recognizable than Charger or Challenger. Dodge is crap without the Viper. Without the Viper the only thing Dodge has is the Ram. The Viper is the only reason that kid with AIDS in Zimbabwe has ever heard of Dodge. That kid wants a Viper.

 

[YSSMAN]

Well, Dodge could do a lot to update the car and make it a reasonable thing to keep in the lineup. Keep the chassis the same, alter the bodywork, and maybe offer a "lesser" model with a V8 engine and a slushbox... They'll sell plenty of those.

Wait a second:

Nice going kids...

 

[SagarisGTB]

The Viper was always my favorite american car, but I can say it really has run its course. It may be retiring but it definately wont be forgotten. Plus, itll now build a legacy and be back in 20 years... if Dodge is still around.

Never thought id see Kyon's face in here though.

 

[ND4SPD]

My day has just been ruined. The Viper was one of my favourite cars as a child and still is today..........

 

[Keef]

Well, Dodge could do a lot to update the car and make it a reasonable thing to keep in the lineup. Keep the chassis the same, alter the bodywork, and maybe offer a "lesser" model with a V8 engine and a slushbox... They'll sell plenty of those.

Wait a second:

Nice going kids...

That car was a terrible idea. It'd be like Porsche badge engineering the Carrera GT.

 

[Rykon Zero]

The Corvette went on for 50 years, and it's still going. I don't see why the Viper might not.

 

[V1P3R]

Hell, I'm sure the Vette owners will be thrilled because they don't have a Better younger car upstaging their thunder. And to assure that, they even stole the creator and used the knowledge to put in the Vette... Lame just like EA and M$.

: Puts on flame suit :

 

[YSSMAN]

Corvette fans didn't like the Viper for a long long time, but I think by now most of us had accepted it as an equal in terms of American Halo performance cars. At least from where I standing, they were like brothers in these world performance car wars, so having the team of Americans that were actually really good performing vehicles to go up against your Porsches, Ferraris, Lamborghinis etc was always exciting.

Very sad that it will probably be leaving us...

 

[SlipZtrEm]

I'm sure I'm in the minority, but I'd rather see them keep the Viper as a real halo car and get rid of the Challenger. It's just a giant-assed 2-door 300. Hardly a halo vehicle.

Definitely the car that captured my imagination as a young one. I really hope that they figure out a way to keep it going.

 

[Philly]

I'm sure I'm in the minority, but I'd rather see them keep the Viper as a real halo car and get rid of the Challenger. It's just a giant-assed 2-door 300. Hardly a halo vehicle.

Definitely the car that captured my imagination as a young one. I really hope that they figure out a way to keep it going.

There is now way Chrysler would be one to scrap the Challenger as it is on it's way to showrooms. The Challenger will sell far better than the Viper, and will probably reel in a lot more money. At this point, that would be economic suicide because all of the money has been put into the Challenger. They are only going to make money from it from here out. It will be a decent halo car as the top of the range I think.

The Viper probably did capture a lot of our imaginations, but the car will still be around to continue that in showrooms, and the ones that are on the road will continue to be rolling billboards for the young.

 

[TopHat]

Hell, I'm sure the Vette owners will be thrilled because they don't have a Better younger car upstaging their thunder. And to assure that, they even stole the creator and used the knowledge to put in the Vette... Lame just like EA and M$.

: Puts on flame suit :

LOL WHAT. You are such a fanboy. What was better about it? It has more horsepower? (Oh wait! Not with the ZR1!) Because it had a better interior? Well, obviously not that. Because it was more livable? I don't think so! Because it looked better? (matter of opinion, they both look great) Because it was faster around a track? How many times did the 'Vette win its class at Le Mans? What do you mean by younger? Yeah, the Corvette has been around for 55 years. But it was redesigned completely in 2005. The Viper has had the same basic design since 2003. Didn't Zora-Arkus Duntov create the Corvette? And Tom Gale the Viper?

Sometimes I wonder about you.

 

[McLaren]

LOL WHAT. You are such a fanboy. What was better about it? It has more horsepower? (Oh wait! Not with the ZR1!) Because it had a better interior? Well, obviously not that. Because it was more livable? I don't think so! Because it looked better? (matter of opinion, they both look great) Because it was faster around a track? How many times did the 'Vette win its class at Le Mans? What do you mean by younger? Yeah, the Corvette has been around for 55 years. But it was redesigned completely in 2005. The Viper has had the same basic design since 2003. Didn't Zora-Arkus Duntov create the Corvette? And Tom Gale the Viper?

Sometimes I wonder about you.

So what. Who actually set the winning streak for American cars at LeMans after such a long period? What car has dominated the FIA GT more than any other? You do realize the Viper has always been called the better vehicle suited for the track, right? Have you even been reading that the new ACR is now one of the best track car for the dollar?

And do not even compare the interiors. Do you not realize how awful the Z06 interior was until this model year? I could live with the Viper's before.

BTW, your "redesign" comment is pretty worthless. The C5 Vette was in production for 7 years. The new Viper design has been in production for 5 years. Last I checked, 7 is more than 5.

 

[Joey D]

For the Viper? Hell it will return in a couple of years to blazes of trumpets and a bunch of middle aged men lining up to buy one...just like the Camaro. It's pretty much marketing genius if you think about it. They just need to hype the hell out of it. Either that or the CAFE regulation will just kill it off. I can't say I am really sad, I never liked the car since they redesigned it anyways. Nothing will be as cool as the 1996 GTS in blue with white stripes.

As for the project genesis?

*slowly claps*