Old dogs and new tricks

Who says old dogs can’t learn new tricks and that big companies can’t serve narrow niches? The new General Motors is trying something that seems quite amazing. Will it work? Who knows, but it is daring. What are they up to?

If you buy a 2011 Corvette Z06 or ZR1 you choose the option of assembling your own LS7 or LS9 engine at their Performance Build Center in Wixom, MI. It is apparently a six-hour task you perform under direct supervision of an experienced technician. Capacity is about 15,000 engines per year. Total Corvette sales last year were about 14,000.

And to bring new meaning to the old joke about the hourly rate being higher if you help, GM dealers are charging about $6,000 for the privilege of assembling your own engine. Plus travel expenses to get yourself to MI. However, if you fit this demographic, I suspect this is pretty cool.

Thinking like the customer.


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