Re: MIrko Kerschbaum just doesn\'t get it! Viper quarterly throw out page 36.
Although I can't say I totally agree with you, GTS Bruce, it's that kind of passion for the Viper that gets the attention of the brass at DCX. I mean, you guys are tough--one page in a 68-page book that's not about the Viper and we hear about it.
Seriously though, if I may explain, there is some method to that madness. First and foremost, the magazine is not only popular with the Viper owners, but it also has some good visibility over at DCX headquarters. One of the points we've been trying to drive home over the years is that the sales halo effect from Viper extends throughout every line of the Chrysler Group. Viper owners, on average, own far more other Chrysler Group vehicles than owners of Dakotas, Sebrings, Neons, etc. At VOI last September, we rolled out the Amabssador program where Viper owners got coupons to give out to friends and family to encourage sales of other Chrysler Group vehicles. The results from that program, after only a couple of months, far exceeded corporate expectations.
The bottom line here is that the more DCX sees how Viper sales can have a positive effect throughout the corporation, the more likely they will be to keep supporting the Viper program and giving SRT the resources to keep the Viper at the head of the performance class.
A second reason, and just as important for me, is that the guys at SRT like Dan Knott, Herb Helbig, etc., have been great in helping the magazine get the information we need. If we can help give a little plug to their other products, I think it's something we should all get behind. SRT does an awful lot for the VCA in general and Viper owners in particular. And, at least we only cover performance vehicles.
So I hope this gives you a little insight as to why we include some info once in a while on other products. And I hope you understand our coverage of SRT. Be assured, though, I promise to keep the magazine as Viper-pure as possible.
Mark Giannotta
Editor
VIPER Magazine