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"SS" Won't Go On Just Anything Anymore


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"SS" Won't Go On Just Anything Anymore

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General Motors Corp. is rethinking the way its uses the SS moniker that has adorned souped-up Chevrolets since 1961.

SS -- for super sport -- has traditionally signaled performance versions of vehicles like the Camaro, Impala and most recently the Cobalt sedan.

The automaker felt it was getting a bit carried away with the label after putting it on the most recent version of the Malibu midsize sedan. So now only cars with the best horsepower, braking power and handling will get the title.

It's part of GM's bid to stoke sales by building exclusivity into some models, a move the automaker hopes will burnish the overall image of a brand and make other vehicles from the same nameplate more attractive to buyers.

"Not every car that has some extra features and fancy racing stripes can be an SS," said Ed Welburn, GM Design global vice president.

GM will start the transition with the introduction next year of a new sport version of the Equinox compact SUV. The vehicle will have 42 percent more horsepower than the basic Equinox and other performance enhancing features, but will be labeled a sport as opposed to an SS. At the same time, GM will no longer offer a SS version of the Malibu.

"That's one that probably shouldn't have gotten the SS label," Chevrolet Marketing Director Cheryl Catton said.

The Detroit News

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How about the whole Z/24, Z/26, Z/34 nomaclature...

I think it would be more appropriate.

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So... I wonder if this will cause any change for the upcoming HHR "SS"?

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Why? 260 HP and a suspension that was tuned at the ring not fit the performance requirement?

I will bet this car would out run a Mustang GT at VIR just as the 205 HP Cobalt SS did.

That would be enough to earn a SS badge in my book.

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Wonder why it took them until this point...the response, such from Welburn, is OBVIOUS, but it kinda makes you wonder what was going on internally that it wasn't obvious to them several years ago.

Oh well, either way, I guess it's a good move.

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I think (or actually hope) that this is an indication of better brand management coming from the General. The abuse of the SS label over the years tarnished it quite a bit IMHO. In the glory years of the 60s, SS truely meant something beginning with the 409 Impala SS to the Chevelle SS 396 to the Camaro SS ... and for Pete's sake something with 4 doors should never have an SS tag let alone a truck. :duh:

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I think (or actually hope) that this is an indication of better brand management coming from the General.  The abuse of the SS label over the years tarnished it quite a bit IMHO.  In the glory years of the 60s, SS truely meant something beginning with the 409 Impala SS to the Chevelle SS 396 to the Camaro SS ... and for Pete's sake something with 4 doors should never have an SS tag let alone a truck.  :duh:

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i thuroughly enjoyed my 1990 ss 454. the only thing i didnt mess with in my highschool parking lot was a friends 1970 gs 455

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I am for this move. "RS" should come back and be used on all sporty Chevys below ultimate-performance models. Cobalt RS 2.4L coupes and sedans, this new Equinox, Malibu, the upcoming Camaro... all could be appropriate wearers of the badge.
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