By Jonathan Welsh, Wall Street Journal - Chevrolet is trying to put its best leadfoot forward by showing a range of souped up models at the Specialy Equipment Market Association show, which begins October 30 in Las Vegas.
In addition to the obvious Corvettes and Camaros the General Motors division will idsplay hotrod versions of the Malibu family sedan and even the Spark minicar.
Known as SEMA, the show has grown in the last decade or two from a fringe gathering for aftermarket vendors and car customizers to a highly produced showcase for auto manufacturers who want to attract a younger, edgier audience.
"At Chevrolet, performance comes in many different forms that appeal to many different customers -- and that's exactly what we demonstrate at the SEMA show," said Chris Perry, vice president of Chevrolet marketing.
Custom parts for increasing vehicle performance or upgrading their appearance and comfort represent a huge, lucrative market that once was mainly the territory of aftermarket specialty companies. In recent years, though, car makers have gotten into the act because the parts make it easier to squeeze profit from individual car sales, often over a longer period.
"From Sonic to Cruze, to Camaro, Corvette and Silverado, we offer more parts and accessories than anyone in the aftermarket," said Jim Campbell, GM's U.S. chief of performance vehicles and motorsports.
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