Dodge is looking to jump start sales of the Viper with a documentary about how the car is built in Detroit.

During the last four years, FCA US, the former Chrysler Group, has gotten a lot of mileage out advertising strategies emphasizing the story behind the car and focusing on the grit and determination and the Motor City authenticity that go along with brands such as Chrysler, Dodge and Jeep.

Now Dodge is taking a different angle in hopes jump start sales of the Viper with a marketing campaign that emphasizes the car’s unique blend of power, performance, exclusivity and craftsmanship. The campaign centers on a documentary entitled, “Viper: DNA of a Supercar,” captures the passion of the designers and craftsmen that create the vehicle.

Tim Kuniskis, the head of the brand also, showed reporters a 20-minute film that shows how the Viper is “hand-built” by FCA US craftsmen at the company’s Conner Avenue Assembly plant in Detroit.

During a recent interview, Kuniskis said the goal of the long-form video is to tell the story of what goes on behind the curtain at Conner assembly, which deserves to get more recognition. The video reveals the painstaking efforts involved in the building of the car, such as how the Viper’s leather interior is hand wrapped and how the carbon fiber body is carefully assembled by craftsmen using techniques borrowed from the aircraft industry while the entire car is hand painted.

Members of Team Viper ready an engine for installation into a new Dodge Viper.

“It’s not widely known what it takes to create this supercar, including the 140 to 60 hours to hand paint each Viper so we produced this film to show what sets the Viper apart from everything else,” he said.

The inspiration for the film comes from the Viper’s Detroit heritage, which runs deep and the success of other makers of luxury goods such as watches that stress the craftsmanship that goes into the finished item, Kuniskis said.

In addition, city of Detroit has an authenticity about it that helps support the campaign, noted Kuniskis, adding he was impressed with the way Shinola, Detroit-based maker of items such as watches and bicycles has managed to utilize the city’s industrial heritage to promote its products.

The fifth generation of the Dodge Viper SRT made its highly anticipated return to the high-performance sports car market in late 2012 as a 2013 model. The flagship performance machine of FCA US LLC arrived with more power and performance, superior craftsmanship, new technologies and creature comforts. Powering the 2015 Viper is an all-aluminum 8.4-liter V-10 engine that delivers 645 horsepower and 600 lb.-ft. of torque.

But sales have been slow. Dodge dealers sold 89 Vipers in December and only 791 for the entire year, which was below expectations. The 2014 sales were still 29% better than those in 2013 and followed a big reduction in the Viper’s price.

Kuniskis also announced Dodge was prepared to back up the messaging in the film with a new delivery process that underscored the car’s exclusivity. The new program gives Viper customers the opportunity to create their own, one-of-one, hand-built performance car, he said.

(Dodge restarting Viper production in November. For more, Click Here.)

Customers will be able to follow the build process through the Viper Ambassador website at driveSRT.com. Viper customers can also take a personal tour of the Conner Avenue Assembly Plant in Detroit where their super car is hand built, as well as choose a variety of delivery options.

“Because every Viper is hand crafted with such an extreme level of detail, we have the unique opportunity to make each one even more special by giving buyers the opportunity to customize each vehicle to their exact specifications. Now, Viper owners will be able to say their Viper is truly one of a kind,” Kuniskis said.

(Click Here for details on why Chrysler dumped the Viper Racing Program.)

With 8,000 exterior color options, 24,000 custom stripe colors, 10 wheel options, 16 interior trims and six aero packages, there are more than 25 million ways for buyers to customize their one-of-a-kind Dodge Viper. To help buyers confirm their color choice, Dodge will provide a complimentary Viper speed form replica so they can confirm their color selections before their Viper is built.

In September, Dodge announced the 2015 Viper SRT, GT, GTS and TA models, with a starting U.S. Manufacturer’s Suggested Retail Price of $84,995. Now, for a starting U.S. MSRP of $94,995, the new 2015 custom Viper GTC model features all the content of the new GT model, and adds the ability to customize a “one-of-one” design, a personalized instrument panel badge, Concierge Service and Viper Ambassador Owner’s Portal with exclusive sharable content to track the build of the car.

(To see why optimism abounds heading into the Detroit Auto Show, Click Here.)

The new one-of-one customization program is available exclusively for custom orders but not for dealer stock. No two customers can order the same configuration, including color in the same model year. Dealers will start taking orders in February. Production is scheduled to start at the Conner Avenue Assembly Plant in the second quarter of 2015.