Chevrolet Camaro
History
Launched in the UK in 1998 after basking in the reflected glory of the acclaimed Corvette C5, the Chevrolet Camaro was offered in three styles, Coupe and Convertible versions fitted with a 3.8-litre V6 and the V8-engined Z28 coupe. With the steering wheel on the left, appeal was always going to be minor, but a new list price of under £19,000 for the V6 coupe aimed to keep sales above a trickle.
Treated to a savage mangling at the hands of the British motoring press, the Camaro suffered something of a culture shock. In America, the Camaro had a history to fall back on; a whole demographic group had grown up with it, the car and the culture meshed. Introduced in 1966, it was an instant hit, straight away generating 10% of Chevrolet’s total sales. Camaros of the seventies had an ugly, gritty urban image, no-nonsense cars with a bad attitude and worse handling. In the eighties it all went awry and the Chevrolet’s pony car was emasculated and best forgotten. Going fresh into a market like the UK, where established buying patterns favoured small European and Japanese sports coupes, the Chevy looked like a fish out of water. It was reminiscent of the time baseball star Sammy Sosa stepped out for a photo opportunity at Lord’s cricket ground. No one was quite sure who he was or what he was doing there. The Camaro suffered a similar fate.
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