GM Preps Product Storm for SEMA

STERLING HEIGHTS, MI – General Motors will send 28 Chevrolet concept vehicles, as well as a number of performance parts concepts and crate engines, to the annual Specialty Equipment Market Assn. show in Las Vegas next month.

This year’s SEMA product volley is the fifth under GM marketing executive Jim Campbell, who has sharpened the automaker’s focus at the show to include the Chevrolet brand exclusively, and eliminated some of the more outlandish product ideas in favor of vehicle studies with attributes closer to production reality.

“Our goal is to become the brand of choice when it comes to personalization, performance and capability,” says Campbell, U.S. vice president-performance vehicles and motorsports at GM. “That’s our vision and it has not changed over the years.”

It’s a big business, too. Campbell declines to say how much revenue aftermarket parts and accessories brings to GM, but notes that SEMA estimates the segment accounts for an industrywide $33 billion in annual sales.

“It provides a growth opportunity,” Campbell tells WardsAuto after a preview here of the items GM will ship to SEMA, held Nov. 4-7.

So much so that whenever GM commissions a variant for a Chevrolet nameplate, such as the 580-hp Camaro ZL1, development of the vehicle includes an eye on which parts and accessories could be marketed to owners of midlevel and base versions of the product.

“We’re always looking for parts that can be pulled down,” he says.

Campbell says quality and warranties are key advantages of GM-branded parts and accessories over other aftermarket products. GM designs, engineers and validates every piece it sells through Chevrolet dealers, and then stands behind it with a warranty. Buying a dealer-installed GM part also ensures the warranty on the vehicle remains intact.

“You go to the aftermarket and they will stand behind the part, but not always the vehicle,” he says.

Camaro once again will be the star for Chevrolet, with six different models bowing during the course of the show.

“It’s been the hottest vehicle at the show for a couple of years now,” Campbell says. “It’s the Camaro’s combination of style, performance and affordability, and a constant delivery of product news.”

No fewer than four Camaro variants have been released since the fifth-generation model started production in 2009. Output of the fifth-generation Camaro ends next year. A sixth-generation model comes in 2016.

GM releases just a handful of images and product details ahead of the show.

The SS Sport concept pays tribute to the V-8 performance car’s Australian lineage with unique items such as a red exterior and body-color door handles and mirrors; a grille kit with fog-lamp bezels, side fender vents, rear spoiler, and hood and decklid stripes; and high-gloss, 20-in. wheels. It sports Holden logos, a sport pedal kit and cargo net.

The concept also highlights availability in ’15 of an optional 6-speed manual transmission, standard magnetic ride control technology and Brembo brakes.

The Sonic Performance concept features a stage kit with cold-air induction and a high-flow exhaust system to punch up output of the car’s 1.4L 4-cyl. turbocharged engine; a track-tuned suspension system that lowers the ride height; green exterior paint with white accents and a white offset stripe; and white headlamp rings, taillamp rings, grille surround, mirror covers and rear spoiler.

The concept adds ground effects, 17-in. white aluminum wheels and unique floor mats, door sills and sport pedals to complete its look.

The Sonic Accessories concept highlights personalization possibilities, using a white exterior color in combination with an offset matte black stripe; white headlamp rings and tail lamp rings; a black grille surround, mirror covers and rear spoiler; and 17-in. black aluminum wheels.

Like its performance twin, the concept includes a suspension kit lowering its ride height, and unique carpeted floor mats, door sills and sport pedals, as well as a Kicker-brand subwoofer and amplifier for the audio system.

The Impala Blackout concept builds on the recently redesigned sedan’s expressive styling with a black grille surround, rear spoiler, painted mirror caps and 19-in. aluminum wheels. The interior is all-black, as well, adding accessories such as stainless steel sills with the Impala logo and a sport pedal kit.

The Cruze RS Plus concept rounds out the early releases. Its revised exterior styling features a custom metallic paint, unique lower-body moldings and a custom rear spoiler. Inside, the car receives a black interior, sport pedal kit and a Kicker subwoofer and amplifier kit, among other unique items.

A stage kit boosts power to the car’s 1.4L 4-cyl. turbo engine.

[email protected]