Rethinking the Halo Car

When Chrysler got into trouble during the early 1990s, the company reached into its bag of tricks and produced an outrageous car called the Dodge Viper. Launching the Viper made absolutely no business sense in the context of the sour economy of that time. But it did call attention to the company, and sent the world a message that Chrysler was not dead, yet. It's a classic "halo car" -- a vehicle designed and built for the sole purpose of calling attention to a company or a brand.

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