GM Shows Off Customized Cars and Trucks At SEMA

FOR RELEASE: October 11, 2001

GM Tunes Up For Its Largest Presence Ever At SEMA

LAS VEGAS - General Motors is tuning up for the upcoming Specialty Equipment Market Association (SEMA) show, where it will have its largest presence ever. As this year's featured manufacturer, GM will show off 28 brand-directed customized cars and trucks. In addition, some 140 GM vehicles customized by SEMA member companies will be on display during the show, which runs Oct. 30

"GM is pursuing a more aggressive strategy in the performance parts and vehicle accessories business," said John Middlebrook, GM vice president, general manager for vehicle brand marketing and corporate advertising. "We're tuning into the growing desires of customers - especially young buyers - to personalize their vehicles.

"Our goal is to make GM vehicles the preferred 'platform' for customization, both by consumers and also by the companies that develop customization products. We look forward to the upcoming show as an opportunity to continue building our relationships with SEMA members," Middlebrook said.

As a key part of its strategy to develop vehicles that will appeal to younger customers, GM is introducing a range of customized versions of the new Saturn VUE and Pontiac Vibe. These expressions could become reality though aftermarket partnerships of SEMA members and GM's Service Parts Operations. The production version of the 2002 Saturn VUE compact sport utility goes on sale later this year. The production 2003 Vibe, Pontiac's new active lifestyle vehicle, is available in the first quarter of next year.

"The ability to personalize a vehicle is especially important to young buyers, who defy conventional labels and seek to express their individualism," Middlebrook said.

GM's current crop of vehicles is also part of the customization mix. The Saturn SCX pushes the performance and appearance limits for the current Saturn three-door coupe. With its ground effects, turbocharged 300-horsepower four-cylinder engine and dramatic paint scheme that transitions from bright yellow to red, the SCX appeals to young buyers looking to make a bold statement.

The Pontiac Sunfire HO 2.2 is one of several vehicles showcasing the performance capabilities of GM's global four-cylinder engine, the Ecotec 2.2-liter DOHC L4. A lowered, aggressive look and a race-oriented interior - with the backseat removed to reduce mass for optimum performance - appeal directly to young, performance-oriented customers. Another SEMA show car, the Chevrolet Malibu Cruiser, offers proof that a traditional family sedan can be transformed into a sporty vehicle for the tuner crowd. Its turbocharged V6, unique fascias, rear spoiler, rocker trim and raised cowl hood makes the Sublime Lime-colored Cruiser a real head turner.

The versatility of SUVs, trucks and crossovers makes them a natural for customization, and GM will feature an array of examples. The GMC Sierra Pro Plus functions as both heavy hauler and a portable work station. The Sierra Pro Plus, an extended cab full-size pickup, features ingenious cargo management solutions, accommodating high-tech communications equipment along with all the tools and gear that a contractor or builder needs on the job.

GM provided 140 vehicles to SEMA members who are using them to show off their accessories at the SEMA show.

"We're making it easier for SEMA members to work with us to develop accessories," Middlebrook said. "The exponential growth of the aftermarket parts business creates an avenue for GM to expand our revenues."