Although Mr. Shnayerson can be at times a tad melodramatic, his easygoing treatment of the myriad technical explanations required in this sort of writing is refreshing and effective -- the reader doesn't get bogged down with tedious technical elucidation. And Mr. Shnayerson doesn't let it get in the way of a good story.
A good story it is, as the reader follows the Impact show vehicle through the often painful process by which GM finally spits out a real car. In the end, though, it's not the high-stakes meetings and insight into executive egos that enthrall: the reader ends up actually rooting for the car (and not surprisingly, against Corporate Monolith GM) and the people who devoted their collective intellect toward bringing it to market.
Sure, those in the auto biz may get more out of this book than the average guy on the street, but The Car That Could's ultimate strength is that it works as entertaining reading.