The Chevrolet SSR was a car-truck hybrid that was an interesting take, for sure. It seems like an automobile that suffered from “wrong place, wrong time” syndrome. There was a lot of hype for the SSR before it was released in 2004, and while it was expected to have a long life, it quickly fizzled out and was discontinued in 2006.
Originally supposed to be built on the Corvette platform, the SSR convertible pickup ended up looking like a quirky, bubbly Blazer. It had a 7.7-second 0-60 mph time from its 5.3-liter 300-hp Vortec 5300 V8 engine, and that was updated to a 390-hp LS2 V8 in 2005.
Even so, it wasn’t popular when it was around. In spite of it being used as the pace car for the 2003 Indianapolis 500 (to build publicity), only 9,000 units sold in its first year. In total, only 24,150 SSRs were produced during its short run.
So what was the issue? Why did the SSR fail so spectacularly, and why are people only now starting to see it for what it is? Well, the biggest problem by far, in many people’s minds, was its overwhelming cost. Even so, it’s gotten a cult-like status today, and that’s important to touch upon.
The Overwhelming Cost For An Underwhelming Car
Yes, the SSR was powered by some pretty big V8 engines. The 5.3- and 6.0-liter LM4 and LS2 V8s pushed out 300- and 390-hp. The LS2 was the same engine found in the C6 Corvette, the Pontiac GTO, and the Trailblazer SS. So what gives?
Even with its powerful engine, it had underwhelming performance stats. Its 7.7-second 0-60 mph time wasn’t great. It wasn’t a particularly great handling car, weighing an enormous 4,700 lbs, and it wasn’t spacious inside, despite its looks. Who would want a truck that only seated two people?
So, it wasn’t fast, it didn’t handle well, and it was cramped. That’s a perfect recipe for failure, but then you add on the biggest misstep from GM: its ludicrously expensive price tag!
The SSR started at $42,000 new, or over $43,000 for the 390-hp model in 2005. There were plenty of add-ons available, which could pile on and quickly bump the price to around $50,000! For a slow, unwieldy, heavy pickup truck that doesn’t even pickup, that’s an absurd price. Being overpriced was the biggest reason for the car’s failure, in all likelihood.
The SSR Is More Popular Today Than Back Then
The one thing the SSR has going for it is the oddity of people’s tastes changing. Just like how the Buick Roadmaster and the Prowler and other weird cars have gathered a cult-like following, so has the Chevy SSR.
Most people who love it—the hipsters and trendy people who love the car like it’s an old record player or 8-track—love it because it looks like a truck from the ‘50s. It has a retro style that mixes with a modern sensibility, and people love that aspect of the SSR, despite its poor performance grades.
In fact, if the SSR was re-released today, it might do better than it did originally . . . as long as GM could keep the price down!