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2015 Dodge Viper GTC available in 25 million no-cost combos with 1 Of 1 bespoke program

What's the one thing no car can have too much of? Here's a hint – it's not power. It's not efficiency, either, or technology, or even safety. It's exclusivity. It's one reason Rolls-Royce has become a legend building absolutely bespoke motor vehicles, and it's the reason Dodge, of all companies, is offering a new GTC trim level for its Viper supercar. Now, you might be asking what's so special and exclusive about a trim level? Well, in the Viper GTC's case, it gives owners access to a catalog of 8,000 shades of paint for the exterior, 24,000 "hand-painted" custom stripe patterns, 10 different wheel options, 16 interior trims and no fewer than six aerodynamic packages. That results in 25 million different configurations for the 645-horsepower snake. Most shockingly, the customization choices come at no additional cost on the GTC model. And it's only the start. Ordering a GTC will enroll customers in a unique VIP program called Viper Concierge, which according to Dodge, "offers an exclusive point of contact throughout the custom Viper build process." In other words, buyers will be given the means to stay right on top of their car's production, through the 140-to-160-hour painting process, which itself will be fully documented with pictures and through a mobile-friendly website, to the actual construction of their GTC. The Concierge process will start with the ordering stage, which will include Dodge sending customers a paint chip showing the owner's custom choosing, which they can confirm or refuse. Shortly thereafter, Dodge will send buyers a 1:18-scale "speed-form" replica in their chosen custom colors, once again to confirm or deny the build. Once the buyer's color and option selection is locked-in, that car becomes a one-of-one Viper for that year – no other buyer will be permitted to build a Viper to the same specifications. The concierge service also grants access to the Viper Ambassador Owner's Portal, where orderers can track their car's build process, receive weekly updates and share their excitement with (jealous) friends and family. And once the car is complete, it will be fitted with a custom dash plaque identifying its bespoke provenance – the owner can choose to have their name put on the badge, the car's nickname, or whatever they wish (Dodge will also ship each Viper with a second blank plate to include if the original owner sells the car).

The last time Dodge recycled the Demon name, it was for a Miata fighter

We and the rest of the automotive world are eagerly awaiting the reveal of the Dodge Challenger Demon. And why wouldn't we be? It's going to be a Hellcat, but with less weight, bigger fenders, more performance, and more Vin Diesel. This isn't the first time we've been excited about a Demon from Dodge, though. Ten years ago, Dodge had another demonic car, but it was very different from the new one. The Demon of 2007 was a lithe little roadster that looked primed and ready to take on the Miata, as well as the now-departed Solstice and Sky twins. The Demon was just under an inch shorter than the MX-5 and the Solstice, and it packed a 172 horsepower 2.4-liter four-cylinder that fell right between the Miata's 170 and the Solstice's 177 outputs. Dodge's estimated the curb weight, which for a concept is largely theoretical, also slotted between the two cars at 2600 pounds. That was about 150 more than the Mazda, and about 200 less than the Pontiac. The pitch perfect specifications were presented in a crisp two-seat roadster wrapper. In many ways, it looked like a baby Viper, with a menacing crosshair grille, slanted headlights, and fat rear fenders. The Demon's line's were brutally simple and geometric, too. They didn't seem far removed from the first-generation Audi TT. The interior was also plain and simple. The key highlights were a horizontal aluminum accent that ran the width of the dash, echoed by an aluminum-covered center console. The instrument cluster was uncluttered, with just four gauges, and the only controls were some climate knobs, a double-DIN head unit, and a six-speed manual. It turns out that the 2007 Demon didn't drive very well, though. You see, we actually drove this concept back in the day, and like many concepts, it still had a long way to go to be production ready. The gearbox would grind, the ride quality was terrible. However, the interior was roomy, and the engine sounded suitably grumbly, if a bit coarse. At the time, we said Dodge should absolutely build the little roadster. In retrospect, the company probably made the right decision not to invest in the Demon. The small rear drive sports car segment was, and still is, an extremely niche market. It would have been a big investment for little return, something FCA today is trying to avoid. This is all before taking into account the fact that the recession was just around the corner. In the end, we can't be too sad though.

How Dodge dealers are earning the right to sell Hellcats

We all hate the idea of the dreaded dealer markup when it comes to buying a highly anticipated new car. Take the 2015 Dodge Challenger SRT Hellcat, for example. You might spend hours reading about its supercharged V8 and speccing the model just right in the configurator, but when it finally comes down to laying down the cash, the dealer adds thousands of dollars as a "market adjustment" on the muscle machine of your dreams. As it turns out, when the Hellcat starts hitting showrooms in the third quarter, Dodge is trying to make sure that's not the case.
Dealer orders for the much-hyped Hellcat recently started, but Dodge boss Tim Kuniskis has put some special caveats in place to ensure that the Hellcat makes it to the road quickly. The initial allocation is based on the number of Dodge products that a showroom has sold in the last 180 days, and a second allotment in December is based on the last 90 days of sales and 30-day turnover. "You sell a lot of Darts for me, Journeys for me, Durangos for me, I'm going to give you the rights to this one, too, because this is a halo of the brand," said Kuniskis to Automotive News.
Furthermore, how quickly the Hellcat sells is also going to decide whether showrooms get more of them. "If you want to market-adjust the car, that's your right. But if your days-on-lot goes above what the other guys that are selling them at MSRP is, they will end up earning the allocation because their days-on-lot will be lower," he said to Automotive News. Obviously, this doesn't prevent dealers from marking up the Challenger SRT, but the strategy certainly discourages it.