GENERAL MOTORS Cobalt model flexes its muscle

The supercharged Cobalt features larger tires and more horsepower.
By DON SHILLING
VINDICATOR BUSINESS EDITOR
Chevrolet is taking a step to the wild side today with the introduction of the fastest, edgiest model in the Cobalt line.
The Cobalt SS Supercharged Coupe is being unveiled at a performance parts show in California.
Chevrolet hopes the big tires, supercharged engine and race-quality parts will attract young buyers who enjoy customizing cars.
Called the "tuner" market, this segment has been growing rapidly but has been dominated by imports. Years ago, people seeking custom vehicles chose muscle cars like the Chevrolet Camaro, but many in the tuner crowd today like to turn small, four-cylinder cars into what are called "little rockets."
"We're trying to fight our way into that market," said Mike Morrissey, a General Motors spokesman.
Chevrolet unveiled the Cobalt in December at the Greater Los Angeles Auto Show and is in the midst of spending nearly $1 billion to upgrade the GM Lordstown complex for its production.
Chevrolet held back the supercharged model, however, until this week's International Auto Salon, which is geared to the tuner market. The Los Angeles show is put on by the Special Equipment Manufacturers Association.
The specs
The supercharged Cobalt will have an engine with 205 horsepower, 18-inch wheels and enhanced brakes, suspension, seats and gauges. The other Cobalt models have horsepower of either 140 or 170 and wheel sizes ranging from 15 inches to 17 inches.
Prices will be announced this summer.
The supercharged Cobalt is to start coming off the assembly line in November, just one month after the other Cobalt models are to be launched.
Typically, automakers have waited months or even an entire model year to roll out a performance version, but Chevrolet officials are eager to enter the market.
John Stewart, a car-magazine publisher based in Anaheim, Calif., said the supercharged Cobalt stands a good chance of success because of the Ecotec engine Chevrolet has been using in the Cavalier, which is now made in Lordstown.
The Ecotec engine can be easily upgraded by car owners, he said. Chevrolet has done a good job marketing the engine with its drag-racing division and in relationships with after-market parts retailers, he said.
"They had an impact engine but didn't have a car to put it in," said Stewart, group publisher for Prime Media International Group, whose publications include Sport Compact Car Magazine and Super Street Magazine.
Chevrolet is offering the Korean-made Aveo to compete in the budget class and wants the Cobalt to be seen as a premium small car.
On paper, the supercharged Cobalt looks good, but Stewart said he'll be checking out the model to see if it has the right performance parts to attract buyers.
"And we want to drive it," he added.
The competition
The tuner market has been dominated by the Honda Civic, Stewart said. Japan taxes cars more heavily after they are 3 years old, so many cars are sold for scrap parts, which are sent to California ports, he said.
Young car owners in the late 1980s and early 1990s started buying inexpensive, high-performance engines and other parts and installing them in standard Civics, he said.
Changes to the 2001 Civic added leg room but made the car less desirable for the tuner market, leaving an opening for other automakers, he said.
The Dodge Neon and Ford Focus have added performance models, for example. GM recently offered a performance version of the new Saturn Ion, called the Red Line.
Morrissey said some in the tuner market will buy other Cobalt models and customize the cars themselves. Others will prefer to start with the supercharged model and add finishing touches, such as painting flames on the car.
"The idea is to make sure your car doesn't look like anyone else's," he said.
Still, the supercharged Cobalt will garner a small percentage of the line's overall sales, he said. But the Cobalt line needs a performance version to be credible with younger buyers, he said. "It's an image-builder," he added.
shilling@vindy.com