By Chris Haak

08.27.2008

Chrysler LLC announced today that it is “considering strategic alternatives” for its Dodge Viper sports car sub-brand. According to the company, several third parties have approached the company to inquire about the possibility of buying just the Dodge Viper (but, of course, not the rest of its Dodge brand) and continuing the car’s development into future models.

Because Chrysler decided to announce the review – and has retained investment banking firm Lazard as a financial advisor for the analysis – it’s obvious that this idea is more than just a passing fancy in Auburn Hills. Although many observers feared that Cerberus would “strip and flip” Chrysler after buying it last year, splitting the company into pieces and breaking it apart piece by piece, I wouldn’t put too much stock into the idea that this is an indication of that kind of strategy. Instead, the Viper faithful should actually see this as a good thing, as the car’s continued existence was (and still very much could be) in jeopardy. Continue Reading →