"Chevrolet, GM. Let the hand-wringing begin, because the Chevy SSR hot-rod pickup is dead in the water. Automotive News reported this week that there is a 301-day supply of them piled up at dealers all over the country. What went wrong? Where do we begin? First of all, the journey between debuting a hot concept at an auto show and then actually turning it into a viable production proposition is fraught with pitfalls, problems and an endless series of challenges that are mitigated by cost, overly optimistic marketing goals and a frantic desire to get the concept to market asap - so that the "buzz" and the echoes of "Build it! Build it!" from the media and enthusiastic consumers aren't lost. Make no mistake, the SSR was a hot concept and does have a stunning presence on the road. But taking into account all of those factors mentioned previously, the production version left a lot to be desired. It certainly isn't ASC's fault, because that company performed miracles in even getting the SSR concept ready for the street in the first place. The fault lies with GM and Chevrolet, for allowing their emotions to get the best of them in rushing the truck to market, with too many built-in liabilities - namely in price and performance - two crucial factors that aren't easily overcome. With 290HP and a bloated weight because of its truck chassis, the striking SSR won the "all hat, no cattle" award for 2004. But it was the $42,000+ price that was the real killer. At best, the SSR was a whimsical tribute to a simpler age when Detroit pickups actually had real style and were beloved by hot-rodders because of it. But for $42,000? Not good. If GM's analysis of the situation told them that the SSR would have to be priced at that level to succeed, then it should have never seen the light of day. But it's too late for that. Now, we have a vehicle that Chevrolet has used as the cornerstone of their "American Revolution" advertising and marketing campaign, and it's not selling. Yes, GM has upped the horsepower of the SSR to 390 for 2005, a far more respectable figure, but in this case it might be too little, too late - especially when dealers across the country are still sitting on too many 2004 models. There's a parallel case with the SSR, and it ironically involves GM too. Twenty years ago, Pontiac launched the Fiero, a two-seat, mid-engined sporty car with plastic body panels that debuted with a laundry list of problems. It was striking looking, but it was woefully underpowered, had a lousy interior and featured poor quality to boot - to mention just three of the things wrong with it. And Pontiac revolved its "We Build Excitement" campaign around it, which was fine until the actual road test reviews came in, because they outlined problem after problem with the Fiero. GM's argument was that the Fiero was originally sold to management as a sporty, two-seat commuter car, not a performance car, and that they were going to "fix it" with subsequent models. But even back then the market was beginning to move too fast and be less than forgiving of blatant product gaffes. GM and Pontiac set about to improve the Fiero and did a pretty damn good job of it too - with V6 power and a myriad number of improvements, the 1988 model could finally be considered an excellent, affordable sports car for its time. But by then it was too little, too late for the Fiero. The market and the car-buying enthusiast public had moved on, the buzz was gone, and the Fiero was killed. As we've said frequently on this website, the current cutthroat market has no margin for error and zero tolerance for mistakes. And there's certainly no room to develop a product "in-market" like the bad old days, when Detroit commonly released vehicles too soon, and then hoped their customers would play along and understand as they fixed it along the way. At $25,000, the SSR would have been a sellout, at least for a while. At $35,000, it would have had to deliver a lot more performance-for-the-dollar than its original configuration, and even then it would have been a much tougher sell. At $40,000+, it's notgonnahappen.com. The SSR was a brilliant concept, but when you add up all the things wrong with the fundamental elements of its business plan, it's a rolling cautionary tale, and yet another case of woulda-coulda-shoulda for a Detroit-based car company. "

 

It just seems like both the SSR and the GTO are in the same funk.

While both are great rides in my opinion neither of them are selling close to initial expectations.

 

I say GM gives up and just makes appliances. Every time GM tries something new, its beat up, torn apart, trash thrashed and broken down every 5 ways to Sunday.
Why should GM try anymore?
Whats gunna happen when the Solstice comes out and it doesnt run 11's in the 1/4.
Whats gunna happen with the Camaro when it comes out? Just look at the fighting over the car now.


GM, stop trying so hard to please. Just make regular sedans with FWD and V6's. Im tired of hearing all the crap that is tossed back and forth.

 

And they deserve it! If they'd just lower their high prices and show people the power/looks/value/fun in a vehicle they'd do fine. But no, they won't, so this is what happens. You can't make things below expectations (in any way) and price them high. It just doesn't make any kind of sense. It's a real shame they can't figure this out. Make things to the fullest and make people want/be able to buy them.

 

Please to not lump the GTO in the same boat, it may have started slow but its totally different beast.

no if they had the el-camino instead of the SSR , hmmm i wonder.

 

2004 SSR cost too much money and had too little HP.

LQ9 w/ M6 for $35K-$37K and it would have been a winner.

THe LS2 '05 is a lot better, but the price should still be in the high $30Ks max

Chrysler 300 is proof that you need a cheap version of the car, I don't think it would be selling nearly as good if it only have the $33K-$41K 300C.

Here is how I'd fix the SSR

● drop current base MSRP to $39,995 for vert
● offer $1000 rebate
● build "light weight" fixed roof version for $33,000
● bring back that nice blue color

 

manual top or fixed roof..an actual bed..no fillers nothing extra..and thats it..I sat in theSSR at the autosho and was like 40K for this??? why???

bring out a stripper model and it will sell..

 

Does that fellow on "autoextremist" know how to make paragraphs? Or is that just a result of the copy/paste?

I'm with Al. Since GM is damned if they do and damned if they don't, they might as well "don't" and save the development time and effort for the more mainstream cars exclusively. Works for Toyota, and everyone likes to nut-hug them despite their relative lack of enthusiast cars...

:blah:

 

Its a halo car, there are no "stripper" models. The whole coolness of the car is in the very sweet hard top folding roof. Take that away, and its a snazzy Colorado with a V8.
With is new LS2 power plant, additon of 6spd manaul, and revised suspension, its a totaly different car, and finaly offers a cool hot rod niche car with power! Yes, it costs as much as a Vette, but the SSR is for people who want a Vette, but also want to be seen in a bigger, louder car. Its a symbol that says "Chevy".

 

As I've said before, I'm really liking the SSR more and more. I give GM credit for the ***** it took to put it in production.

Also, as I've said before....with the top up, I think it looks cool....like an American hotrod, with the top down, I think it's alittle dorky. I know the convertible top is the center piece of it's schtick, but I personally would prefer a hardtop.

I could never justify the cost though. Most of the ones I see at dealers are $48, $49K. Way more than I'd ever be willing to spend on a truck. And I think, that's it's problem.

 

DeLorenzo really went out on a limb with that analysis...like anyone here hasn't been saying the same thing

 

I don't see how someone who is wanting a Vette would even look at an SSR. And for comparable money, the choice seems obivious to me, the Vette.

 

I would have bought one at $35K/300HP/3500lbs. At $45K/300HP/4500lbs, no thanks.

The LS2 addresses some of this, but have you seen mileage ratings--15 city, 19 highway? I guess the weight really kills the thing.

If they do some smoking deals at the end of next year to blow out LS2s, maybe. But then I have the Z06 to think about.

 

GM will most likely redo the SSR within the next two years and make wagon out of it and lower the price at the same time.

 

Don't know if that's still in the pipeline.


SSR will probably go the way of the Syclone/Typhoon. Be around for awhile and then be gone.