2 Bergers... No Fries

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 34th produced by GMMG and originally equipped with the 380-hp/400 lb.-ft. Phase-1 350 GM small block. However, after Kupfner went to pick up his second Berger from GMMG (Car #8), he underwent the Marrietta, Georgia, supercar conversion house upgrade #34 to the 600-hp, Phase-III 427 LS6 engine package.

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.

The 427 small-block engine was originally designed for the Corvette C5 race version that ran at LeMans and other sports-car venues. It needed the horsepower and displacement of the big block, but it wouldn't fit in the C5. So GM designed and cast a 427-cubic-inch version of the small block and, to offset the costs, GM sold extra short blocks that GMMG purchased for its Phase-III Camaros.

The idea was to design and build a high-performance Camaro package that Berger Chevrolet could sell. Their first effort resulted in the Berger Camaro SS, which delivered 380 hp and 400 lb.-ft. of torque. Later, in 2003, Berger introduced the 427-cubic-inch ZL1 Berger Camaro SS.

While Kupfner was at it, he had #34 upgraded to a GM 12-bolt live rear axle. He also had the correct 427 body stripes painted on in place of the customary vinyl tape graphic treatments. Now Kupfner has himself one of only three 2001 Phase-III Berger SS Camaros ever built.

Parked alongside Kupfner's upgraded 2001 Berger SS is his Marina Blue (the only one painted that color) 2002 Berger ZL1 Camaro Supercar. The Camaro is the eighth ZL1 out of a total of 69 cars built and is also powered by 600-hp, 427 LS6 GM small block.

Instead of the customary vinyl tape graphics, stripes are painted on Car #8. The Camaro also features a special houndstooth interior—originally a factory option back in 1969—and the car is personally autographed by Fred Gibb's widow (Fred Gibb Chevrolet in La Harpe, Illinois) Helen.

Lisa Kupfner is anxiously awaiting the delivery of her 2002 Berger Chevrolet/Dick Harrell, Phase-III 427 Camaro wide body. Lisa's Camaro is one of only two Dick Harrell/Berger Camaros manufactured with an automatic transmission. The car will be painted red with white stripes and feature a neutral-color interior, personally autographed by Dick Harrell family members.

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?

Of course, enthusiasts will recommend the dealers they know. The thinking is, "if this dealer can modify and service high-performance versions of these vehicles, taking care of the stock versions will be a snap."

We all know that, in many cases, taking care of a stock vehicle used for daily transportation can be much more difficult than selling and servicing a specialty vehicle that the owner will "treat like a baby." But, in the customer's mind, the dealer's experience with high-performance will raise their opinion of the dealership and its personnel. The result is more business from two sources. Number one is additional high-performance specialty-car sales. Number two is additional "stock" vehicle sales to enthusiasts, family, friends, and co-workers. And number three, the additional service work created by the dealer's reputation as being "very knowledgeable" about vehicles.

Customers interested in purchasing specialty cars deserve special treatment. Having a specially trained staff to sell to them can help boost sales. Enthusiasts willing to pay the high price of a specialty car know the product well and will only respect a sales representative who understands the vehicle and its market. In the case of the Berger Camaro, it would be helpful for the sales representative to know the history and background of both the stock and specialty Camaro.

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.