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Automotive Traveler Magazine: Vol 2 Iss 1 Page 92

used in its truck line. (This engine was later replaced by the higher-output LS2 6.0L from the Corvette.) Also from the truck-parts inventory was the four-speed automatic transmission, live rear axle, and most of the vehicle's mechanical bits.

Priced around $42,000, the SSR was among Chevrolet's most expensive models. While limited availability and the vehicle's unique design were intended to be big selling points, the public didn't open their wallets in the numbers GM had expected.

High inventories of SSRs were often claimed as a measure of the market's lack of acceptance, but many of these vehicles were used to drive showroom traffic. As with the Viper and Prowler before it, the SSRs often had high markups on the window sticker to dissuade people from taking them out of the dealership.

In any case, not enough were sold. The SSR was neither fish nor fowl, with its pickup-like styling lacking a useful bed and its sporty look not entirely translating into outstanding performance numbers (later corrected with the 400-horsepower engine upgrade). After four years, GM had produced about 24,000 SSRs.

Taking yet another page from the Chrysler playbook, GM used a number of special editions to market the SSRs to the public. The first such marketing package coincided with the vehicle's introduction.

As is the tradition, GM used the Indianapolis 500 to promote its newest products. For 2003, GM chose the new SSR as the pace car (pace truck?) for the Memorial Day classic. This launch program included the first 25 saleable SSRs built as the Signature Series. Twenty-three of these special SSRs were initially auctioned to the public: 18 sold through various collector-car auctions around the United States and five more through GM-sponsored dealer auctions.

VIN #1 was kept for GM's own collection, and VIN #2 was donated to the Society of Automotive Engineers Foundation and auctioned off for charity. This left VIN #3 as the lowest number SSR offered directly to the public.

And that brings this story full circle. Mecum Auctions liquidated the Bob McDorman collection on 6 November, with the SSR selling for $45,000.

This collection spans nearly the entire history of Chevrolet and includes many special models. Among these are the Ultra Violet 2003 Chevrolet SSR that carries VIN number 1GCES64P03B000003, certifying it as the third SSR built for the public and the lowest number offered directly to the public. With only 3,470 miles on it, this SSR may also be one of the lowest-mileage, privately owned SSRs in existence.

It may be a novelty piece of American history, but the SSR is something that probably won't be repeated, for good and bad. With ever-increasing regulations regarding safety and fuel economy, non-exotic toys such as the SSR will find their places among the Plymouth Prowlers, Buick GNXs, and Shelby Cobras that spend most of their days in protected garages rather than on public roads.

Moreover, few extravagant concepts such as this will find their way to the assembly lines in the future. That's one fad we should be sad to see disappear.

The lack of space for car seats prevented Sam Fiorani from buying an SSR when they hit the market. Well, that... and a lack of $42,000.


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