The return of the Chevy Camaro

Chevy Camaro concept excites younger drivers, but older fans suggest new look is too radical

Jun 16, 2007

Special to the Star

Long before the fuel crisis, before the insurance hikes and emissions standards, there were glory days. Each of the "Big Three" manufacturers had its version of a performance mid-size coupe. At GM, it was the Camaro.

It ran from 1967 to 2002, but it'll be back for 2009, and that new model's concept was the guest of honour at last weekend's Camaro Nationals in St. Catharines.

More than 200 cars from as far away as Sudbury, New York and Massachusetts took part in the 19th annual event, which included a car show and tour to Niagara Falls. The concept car, first shown in Detroit in 2006, garnered numerous opinions from owners of the classic variety outside.

"It's such a hallowed name that you've got to get it right," says Scott Settlemire, previously Camaro's brand manager, and now Chevrolet's show manager. "So far, it's done better than any concept we've done in recent years. When you can reduce a grown man to tears at the unveiling, you know you've hit the sweet spot."

Such is the car's following that Settlemire was constantly asked for autographs because of his role in its history. Camaro was one of a holy trinity of Big Three "pony cars," along with the Ford Mustang, now retro-restyled, and the Dodge Challenger, expected to return around the same time as the new Oshawa-built Camaro.

Settlemire says the design is heritage, not carbon copy. "We needed to appeal to the 18- to 35-year-old market, as well as 50-year-olds," he says. "It has the 1969 lines, but it looks modern."

Most of the older enthusiasts I spoke with complained the car didn't look enough like the popular 1969 model, whereas younger fans were overwhelmingly positive.

"I'm blown away," says 21-year-old Kyle Smuck of Ottawa, who owns 1970 and 1984 versions. "It's bringing back an American legend. I love the stance and its aggressive look. If I had the money, I'd think about it."

Price has always been a major part of Camaro. "I originally wanted a Corvette, but this was more affordable," says George Giroux, who brought his 1967 convertible from Westford, Mass. "As a boy, I was always into muscle cars, and my wife learned to drive on a '68 Camaro. I bought this car eight years ago and put it back together, and we can do the work ourselves."

Buying the car of one's youth is a story heard over and over.

"I had one when I was growing up, and I wanted to renew my younger years," says 55-year-old Brian Ruttle of Brampton, who owns a 1969 SS/RS. "I had a 1980 and wanted another one, but the opportunity came up for this, and it's the most sought-after body style."

His car also includes rare, factory-option headlamp covers.

Even the rarest Camaros are still within reach of many collectors; among Ontario Camaro Club president Dale Oldham's seven cars is a 2002 pace car convertible that was one of only 45 designated for the track at the Brickyard 400.

The cars were allotted to dealers after the race; Oldham bought his on eBay a year ago for $26,100 (U.S.).

"It's worth about $40,000 (Canadian) now," he says. "That's what I tell my wife, anyway. When the new convertible comes out, you'll see me at the dealer for that."

Settlemire says the production Camaro will be close to the concept, but a little narrower and without its billet aluminum interior trim.

"It has to be Chevy priced," he says; often referred to as the "poor man's Corvette," the Camaro was always about bargain performance, and the new one will come with both V6 and V8 engines.

Which engine will be first? Settlemire grins. "I can't officially tell you for sure," he says. "But there are a lot of Camaro enthusiasts who are waiting for this. You figure it out from there."

Toronto Star