Will NASCAR success translate to showroom success for Chevy’s new SS?

2013 Chevrolet SS Unveiling

LAS VEGAS, NV – NOVEMBER 29: Drivers and owners stand on stage during the NASCAR unveiling of the 2013 Chevrolet SS in the ballroom at the Encore Hotel on November 29, 2012 in Las Vegas, Nevada. (Photo by Chris Graythen/Getty Images for NASCAR)

It’s been the buzz in NASCAR even before the season ended in 2012. NASCAR introduced the Generation 6 cars they will race in the top tier Sprint Cup series last year.  The new cars will make their competitive debut in February at Daytona International Speedway.

According to NASCAR the new cars, called Gen 6 for short, look more like their street counterparts than any racecar seen on the track for years.  Indeed the racecars do have more curves and lines than the previous racecars, known as the Car of Tomorrow or the COT. The COT was the bane of many in NASCAR, both fans and drivers. Most considered it nothing more than an oversize a shoebox with wheels and an engine. Brand identity came via decals pasted on the cars. The new cars however have more elements that a manufacturer can use to separate its brand from the other.  Chevrolet was the last of NASCAR’s manufacturers to unveil the car it will use as the basis for its Gen 6 model. The car dubbed simply the SS was modeled after GM’s Holden built in Australia. It will join the Ford Fusion and the Toyota Camry on the racetrack (Dodge decided to abandon the sport at the end of last season).

“It’s going to be exciting to see the new Chevrolet SS on track, continuing our quest for more product relevance,” said Chevrolet Racing Director Pat Suhy last week during the Sprint Media Tour hosted by Charlotte Motor Speedway. “[NASCAR race cars have] bio fuels, fuel injection, and now we have a car that is closely tied to its production counterpart. MORE>>>

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