April 23, 2015
Larry Edsall

Last year, his first full calendar year as president and chief executive of the Dodge automotive brand, Tim Kuniskis spent time at two massive Viper owners’ homecoming-style events. He wanted to talk to them about their experiences and their expectations for what might come next.

But instead of just talking about their cars, Viper owners wanted Kuniskis to see their cars. They wanted, Kuniskis said, “to show you what they did to their car to make it their custom car, from a license plate to the interior to the paint.”

What each owner seemed to want, the brand’s leader realized, was a car that was unique.

“That sparked an idea,” Kuniskis said, explaining that since, unlike other cars, every Viper is built by hand, from its engine to the chassis to the interior, and they’re even painted one at a time by hand, and since the car had been in production through several generations and thus “we had a toy chest” of possible components, why not let customers create a truly one-of-a-kind Viper and get it built right on the Dodge assembly line?

Source
The Detroit News