Gojirra99

Some say GM is late to the party with its entry in the novelty vehicle challenge.

By Ed Garsten / The Detroit News


SAN FRANCISCO -- Is the new Chevrolet HHR a bold blend of retro-styling and modern function or a tardy, uninspired knockoff of the Chrysler PT Cruiser?

The answer depends on whom you ask.

With the boxy HHR -- which stands for "Heritage High Roof" -- General Motors Corp. is coming to the market with a high-risk vehicle next month at a time when they need desperately need a hit.

GM says the HHR is a cross between a 1949 Chevrolet Suburban and the Chevy SSR convertible pickup.

"It's kind of a wild card for Chevrolet," HHR designer Phil Zak conceded during a recent test drive near San Francisco.

Chevrolet is the automaker's best selling brand, accounting for more than half of GM's sales. The HHR is designed to bring in buyers that wouldn't normally consider a Chevy.

"If GM is to be successful, then Chevrolet has to be successful," said Jim Campbell, director of Chevrolet car marketing.

Chevrolet has narrowed the sales gap with Ford Motor Co.'s Ford brand to 21,844 units this year, compared with a difference of about 89,000 units in 2004, according to Campbell. But GM's overall U.S. sales are down 6.7 percent this year and it is banking on new models to reverse the slump.

To keep costs down, GM is assembling the HHR on the same basic chassis structure as the Cobalt small car, but it is taller and offers bigger, more flexible cargo space.

The amalgam of new and old, together with a passing resemblance to the five-year old PT Cruiser, has some analysts doubtful that HHR's will connect with buyers. The PT Cruiser made a smash debut in 2000 but demand dropped by 25 percent after two years on the market.

Joe Barker, a product analyst with Farmington Hills consultants CSM Worldwide Inc. wonders about the HHR's styling but said it has a lot of positives.

"The crossover wagon segment has been one of the fastest growing segments," Barker said. "Some attributes are attractive, such as interior refinement and an MSRP (sticker price) under $16,000."

Karl Brauer, the editor in chief of Internet buying guide Edmunds.com, said the HHR could easily flop. Its design is too derivative of the PT Cruiser. And the base 143 horsepower, 2.2-liter Ecotec engine isn't powerful enough, he said. "It blows me away General Motors can release this vehicle," Brauer said.

Bob Lutz, GM's vice chairman for global product development, says the HHR has a completely different shape than the PT Cruiser, offers more cargo space and presents an attractive option for those ready to trade in their Cruisers.

"I don't see anything illegitimate about it," Lutz said in a recent interview. "The HHR gives people the utility of a small minivan, but it's a lot cooler."

Chevrolet hopes to build interest in the vehicle through Internet-based marketing such as podcasts and by showing it off at trendy clubs and concerts. Some traditional television and print advertising is also planned.

Chevy isn't aiming the HHR at buyers in a specific age but is hoping to attract buyers with "a younger mindset," like those who are now looking at the boxy Honda Element and Scion xB, Campbell said.

Last year, combined sales of specialty crossovers such as the PT Cruiser, Element and xB reached more than 200,000 units. GM hopes to sell between 60,000 and 80,000 HHRs a year.

Such features as remote keyless entry, air conditioning, power windows, power door locks, 16-inch wheels and a five-speed manual transmission are standard on all models.

Digital audio devices such as the Apple iPod can be played through the HHR's audio system by connecting to a front jack.


HHR joins the novelty crowd
A look at novel compact crossover vehicles:

2006 Chevrolet HHR
MSRP: $15,425 - $16,425


2005 Honda Element
$17,450 - $21,725


2005 Chrysler PT Cruiser
$14,270 - $29,220


2005 Scion xB
$14,245 - $15,045

pvmike1

Nail on the head. Plus, it's ugly.

bruce van

Another GM "design by committee" car. Completely unoriginal.

Who's idea was it to stick the antenna right over the windshield to the front of the vehicle? Looks so stupid.

It should do okay considering it's only $16K.

-J-P-L-

Another sad offering from the saddest car company in the world.

I think the designers sketched over a photograph of the PT and simply sharpened up the edges and through on a diiferent grill and new headlights.

143 HP? The PT started off with 150 FIVE years ago!

Who's making all these decisions at GM? At this rate, Toyota will be #1 sooner than we all think.

Chigga

good lord!

that thing is HIDEOUS! Someone please save GM from their suicidal road.

XeroK00L

What a PT Cruiser knock-off... Can't they for once come up with something original other than the Corvette?

TJW98LS

iTrader: (1)

They are making complete fools of themselves I sware.
It's sad that one of the first manufactures in the world will be one of the first to go. Well if you don't count Stupidbaker or Delorean. First Chrystler lays off Plymouth and now the whole GM is going down in flames. After this production, they might actually be gone. How in the world do they think they are going to afford this? They need a whole new line of workers.

Richie

Thats not a safe bet imo.

LexFather

Didn't they learn from the SSR? They insist on just buiding more and more trucks one way or another. I must of saw 500 H3 adds this past week.

At least it should be useful.

GQD_GS4

yep....U-G-L-Y....

MikeFD3S

"I'll just pretend not to feel like an idiot and smile here, stupidly"


GM's been on a downward spiral since the early 90's. That thing is just about as ill conceived as a Pontiac Aztek.

You could probably make a lengthy game naming off crappy cars that GM has produced over the years. Heck i'll start with a good one 'Cadillac Catera'

toy4two

huge money loser right there.

Erick G

and they wonder why they lose so much money every year
who the hell designs this junk...

joshthorsc

Hopefully to attract younger buyers??? I haven't seen any young teens or people driving the pt cruiser, so I definitely doubt they would even think about the HHR. I think GM's best bet now is the solstice and the sky, since the vette is too expensive.

~Josh

SacKen

Absolutely Hideous!! Looks like a Durango and a PT got a little cozy and nine months later we have the HHR abomination. I don't see GM lasting too much longer unless they make some serious changes. Once the baby-boomers stop buying 'vettes and GM trucks, it's all over...