Or will it keep its SRT badge permanently?
Consider it a bit of an identity crisis. As we all know, Chrysler will close its short-lived SRT division and fold it into Dodge. This really didn’t come as much of a surprise, considering there’s just one SRT-branded model. But that model happens to be the Viper, Chrysler’s halo car. When it had its big re-launch in 2013, the once Dodge Viper became the SRT Viper. However, the Viper has kept a vehicle identification number that technically and legally makes it a Dodge. In other words, Chrysler can rebadge the Viper as a Dodge at anytime.
For now though, the decision has been made to keep it as an SRT. Chrysler CEO Sergio Marchionne stated that the "SRT brand is a natural extension of Dodge as we currently frame Dodge. Dodge is a performance brand; it needs to have SRT. We just want to be absolutely coherent with the management of Dodge." Customers, as a whole, also really don’t seem to care which brand the Viper is sold under. Viper sales have begun to pick up after a lackluster start as well. For example, only 591 units were sold in 2013. So far this year, a total of 255 have been sold through April. It’s expected that sales will increase in the coming months; spring and summer have always been the best times of year to sell Vipers.