Berger Chevrolet builds a reputation & profits by selling high-performance late-model Camaros.
George and Lisa Kupfner, from Superior, Colorado, own these two limited-edition Berger Camaro SSs. The first car, a dark blue 2001 Berger SS, was the 34
SUPER-SIZE IT
GMMG, Inc. (no relation to GM) is one of the best-known Camaro specialty modification sources in the U.S. Based in Marietta, Georgia, GMMG is known for taking late-model Camaros and transforming them into supercars. The company was formed when Matt Berger and Dennis Barker from Berger Chevrolet in Grand Rapids, Michigan, teamed up with Chevrolet Camaro Brand Team Manager Scott Settlemire and John Heinricy, GM Performance engineer and race driver, to built Camaro-based high-performance cars.RENEGADES OF HIGH PERFORMANCE
General Motors has a long history of working with its dealers (Baldwin-Motion, Yenko, Dana, Penske, Nickey, Fred Gibb, and Berger, for example) to create high-performance versions of its halo cars and trucks. During the dark days of the "no-performance, no-racing" era, there were car crazies and renegades inside the organization who continued to support high performance and auto racing. Some of the best-known are Vince Piggins, Herb Fischel, and, of course, Zora Arkus Duntov. Even Lloyd Ruess, who rose to the position of president of General Motors at one time, was a performance enthusiast. There are still enough knowledgeable car people inside GM to build some good cars, but there are not enough enthusiasts in high places to overrule the business and attorney types who seem to have taken control.KNOWLEDGE IS POWER
Automobile dealers who offer their customers more than just sales and aftersale service can expand their business. Not only is there a good profit in the sale and installation of aftermarket products and the sale of specialty vehicles, such as the Berger Camaro SS, the same enthusiasts also buy stock vehicles. They are the resident car experts to their family, friends, and co-workers. Who do you think they will recommend as a knowledgeable dealer?There should also be a service writer and member of the dealer service staff assigned to the specialty cars. If you want to keep these buyers as customers, they need to feel "warm and fuzzy" about your dealership and staff when it comes time for service. These owners are likely to be low-mileage drivers, but they are concerned with proper maintenance. Prepare to discuss the benefits of a regular maintenance program based on time, rather than mileage.
The new-car warranty is always a consideration with a specialty car. GMMG uses only factory parts for its Berger Camaros. Still, it would be unrealistic for a customer with a 600-hp engine to expect the factory to honor a transmission warranty. According to the factory, the transmission was designed to handle only the power and torque output of the largest, most-powerful stock engine. According to "factory-think," the specialty cars in this case deliver more than 200 more horsepower, so the customer should not expect much factory help if a driveline part breaks.
Check out the two Berger Camaros (now three) owned by the Kupfners. Not all customers will want the full treatment as illustrated in these vehicles. But, by being aware of what can be done to modify the late-model Camaro, you can increase your business.
Today, GMMG sells high-performance Camaros to nearly 20 progressive Chevrolet dealerships across the country. For more information about GMMG, call (770) 592-6261, or visit www.gmmginc.net.