Dodge announced yesterday it would begin to offer a special customization program for the Viper. Starting in February, Viper customers will be able to choose from 8000 exterior paint colors, 24,000 different stripes, 10 wheel options, 16 interior trim levels and six aero packages, allowing them to create a car which is truly unique and completely personalized.
The move is unsurprising, as many other automakers have begun offering similar programs on their cars, especially on sports and luxury vehicles. Audi has their ‘Audi Exclusive’ program, Aston Martin has a similar ‘Q’ personalization service and Porsche has ‘Porsche Exclusive’. Ferrari and BMW also offer similar services to their customers.
That being said, shouldn’t Corvette have a personalization program? In the case of the Viper, production numbers are relatively low, so building completely bespoke cars for almost every customer is much easier than it would be with the hot-selling Corvette, but it seems do-able if Chevrolet limited the number of cars which pass through the customization program.
If Chevrolet did go ahead with a personalization service we’d like to see a choice of aerodynamics packages, like on the Viper, along with more leather and stitching color options and additional paint colors. A program like this seems almost necessary on the mid-engine C8 Corvette, which will likely command a six-figure price tag when it’s ready in 2017.
We think Corvette customers would love to see a bespoke program, and offering one would rid Dodge of the competitive advantage it will give the Viper when their program launches in February.
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