Are my answers too complicated for you? Chrysler already has automated production lines for their other vehicles - IF they wanted to sell the Viper in larger quantities at a profit, it would make more sense to tool their current facilities for Viper production. You are the one claiming that they want to move 5,000 plus units per year - not me. The only official line that I heard from SRT was they they are fine with limited production numbers and they never stated a specific figure. I don't think you know what "side step" means if you're accusing me of doing that. You are not getting the fact that simply because people have money they will spend it, and spending $100K for a luxury SUV is not equal to spending $100K for a Viper. Unlike the SUV, a Viper has a very limited range of use and is only purchased when people have $100K to BURN. A Viper provides ZERO utility and only exists for entertainment purposes. In a vibrant economy, people will be a lot more likely to buy six-figure toys. In today's economy, even people with money are choosing rather than buying 'all of the above'. That point you are missing is that people spending $100K on an SUV is NOT like people spending $100K on a sports car...and contrary to what obama and his acolytes tell you, the US economy is shrinking. Did you miss the report about the GDP sliding 1% in the first quarter of this year? The economy is not the sole factor but it's certainly contributing; that along with SRT's lack of effective communication to potential buyers is why the Viper isn't selling as well as it could be.