Chevrolet Signature Series SSRs will have unique vehicle identification number plates emblazoned with the SSR logo (VINs 000001 through 000025) and a Signature Series badge attached to the panel between the bucket seats.

DEROIT-- Like a purebred pooch, the first batch of Chevrolet SSRs will carry its own pedigree as part of a novel marketing approach to launch the funky vehicle that blends a convertible roadster with a pickup truck. "We're trying to make each one collectible, unique in its own right," said Russ Clark, Chevrolet marketing director for midsize trucks To accomplish that, each of the initial 25 SSRs -- called the Signature Series -- will receive its own identity or pedigree ranging from Las Vegas casino crowd magnet to movie star to NASCAR show boat. One will also be auctioned off for charity. "The goal is to gain a lot of exposure nationally and locally," said Clark. Signature Series SSRs all start out exactly the same: ultra violet paint, silver stitching on the black leather-wrapped steering wheel and seats, Signature Series logos on the tailgate, floormatswith SSR logo and a body-color engine cover with a silver insert and aluminum strips. Where they begin to take on their individuality is with unique vehicle identification number plates emblazoned with the SSR logo (VINs 000001 through 000025) and a Signature Series badge attached to the panel between the bucket seats. Each is signed by two or more GM or supplier team members associated with the SSR program. VIN 000001, however, will be signed by GM president and CEO Rick Wagoner, GM North America chairman Bob Lutz, GM North America president Gary Cowgerand Wayne Cherry, vice president of design at GM. The automaker will keep the first SSR as part of its historical collection, but the other 24 models are destined for divergent roads. Memorabilia, photographs, autographs, and other keepsakes will be gathered to create the special pedigrees and placed in a scrapbook which will be sold with each model. VIN 000002 will be donated to the Society of Automotive Engineers to be auctioned next spring to benefit the Heinz C. Prechter Scholarship for Automotive Excellence. Prechterfounded Southgate-based ASC Inc., which developed the SSR's retractable roof. He took his life last year after a long battle with depression. Two models will be called "Chevy Racing SSRs" and head for promotional appearances at various race tracks. One is destined for stardom, as the "Star's Car" ferrying Hollywood glitterati or professional athletes looking to make a statement.

Perhaps the most interesting group are editions six through 10. They are called "Street Art SSRs." Each of the five vehicles is dedicated to each of Chevrolet's five marketing regions in the United States. Artists from four cities in each region will be commissioned to create original works showing the SSR against the backdrop of that region. All 20 works will be exhibitedat a public showing when the program is complete. One SSR will hold fort at the Hard Rock Hotel and Casino in Las Vegas, another will be dedicated for placement in movies and television shows, three will spend next summer on tour with various music acts and seven are reserved for review by automotive journalists. With the exception of VIN 1, all of the Signature Series SSRs will be sold through dealers or auctions during 2003. The scrapbooks and memorabilia that help create the vehicle's pedigree go along with each one. "It's something unique. A great way to launch a vehicle. It will create more recognition and awareness of the Chevrolet brand," said Chris Cedergren, managing director of the market research firm Nextrend in Thousand Oaks, Calif. The first five models will be built by ASC this month in Oak Park The remaining Signature Series models will be built starting next month at the Lansing Craft Centre. Regular output will begin next summer in Lansing. Only 14,000 to 15,000 will be produced each year. Regular production and shipment to dealers begins next summer. While Chevrolet has not announced official pricing of the SSR, Clark said it would probably start around $35,000. Creating such so-called "halo" vehicles designed to enhance the public image of a brand isn't a foolproof move. "Consumers are becoming increasingly sophisticated about brands and their DNA and identity," said Cedergren. "For any auto company to dramatically enhance brands takes years of consistent behavior, not only halo vehicles, but the rest of product line." Dealers are counting on the SSR to spark showroom traffic. "I think it will create some interest and bring people into the showrooms," said Tony Wasil, new car manager at Lou LaRiche Chevrolet in Plymouth. But the sales manager at Jack Cauley Chevrolet in West Bloomfield calls the SSR "odd" with narrow appeal. "If they're capable of doing something like with with a 'wow' factor, why not do it on something with a higher volume like the Malibu?" said Mark Worthington. At least 15 customers have signed a waiting list for a crack at one of the two SSRs the dealership will receive. Only one will be sold. Owner Jeff Cauley is working with radio station WCSX to set up a charity auction for the other, Worthington said. You can reach Ed Garsten at (313) 223-3217.

Chevrolet selected Eli, 1 of 20 artists in the US, to paint a painting depicting the new Chevy SSR in one of his unique landscapes. Gail and Rice Productions, the marketing company in charge of the SSR project, hired Eli. Eli will be featured in Orlando, Florida on July 4 2003. An SSR will be there as well as Eli’s painting. The painting will be included in Chevy’s “Street Art” campaign advertising the SSR nationwide. In October of 2002, the vice-president of Gail and Rice came up on Eli’s Gallery during a business trip to Dallas So impressed with Eli’s work, he asked Eli to submit his work for Chevrolet’s review of 100 national arists where only 20 would be selected. After a month of anticipation, Eli got the call from Gail and Rice letting him know he was one of the twenty artists. Eli completed the landscape below in April of 2003. This piece will be owned and used exclusively by Chevrolet in national marketing campaigns for the Chevy SSR. The original will be given to the purchaser of a limited edition SSR in the southern region. Eli also passed along his paint brushes, sketches, and a diary he kept during the project - all to be given with the painting. On July 4, 2003 in Orlando Florida, Eli will accompany his painting where it and the SSR will be highlighted at an event launching the SSR in Florida.