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Throwback Thursday: Viper reveals retro red livery, Dodge branding name

Jun 19, 2014, 9:05 AM EDT

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Viper and red were synonymous with success at the turn of the century. Now, as the SRT brand shifts back to Dodge, the TUDOR United SportsCar Championship race team is moving back to that color and branding coordination for the rest of the season beginning next weekend at Watkins Glen.

Viper’s TUDOR Championship program will now see the Nos. 91 and 93 Viper GTS-Rs referred to as Dodge Vipers, and the gray/blue and gray/yellow liveries swapped out for the retro red and Dodge red, which will adorn the pair of GT Le Mans class entries.

“We’re changing the livery to remind our fans of our history with the Dodge Viper,” said Beth Paretta, Director, Marketing and Operations – Motorsports for FIAT/Chrysler. “The cars will be unveiled at Watkins Glen. It’ll be the Viper red with white stripes. We’ll also have the overall 2000 winner on display.”

SRT remains responsible for the engineering aspects; however the SRT Motorsports overall branding and name goes away.

Red Vipers versus yellow Corvettes is an appetizing prospect for the remainder of this season and beyond.

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  1. testover6370 - Jun 19, 2014 at 11:45 AM

    The grey and blue/yellow liveries were really nice, but the classic livery is great to have back, especially against the yellow Corvettes. I never stopped referring to the Viper as a Dodge. I respect SRT and what they do, but you have to respect the car’s history too and rebranding it as a sort of sub-brand just never made sense.

  2. techmeister1 - Jun 19, 2014 at 12:47 PM

    Marketing nonsense…as usual. We could call it the Fiat Viper now that Fiat owns Chrysler/Dodge/RAM but that would be stupid also.

    I prefer the red paint scheme but I doubt the color of the race cars has had any influence on the poor sales of the latest iteration. Quite frankly there is a lot of competition in the 100K+ price range and it’s going to continue. People who bought the Viper for it’s rawness in the past don’t seem to be as fond of the refined new version. It is what it is.

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