Companies that make everything from fuel additives to chrome wheels

"Will we ever introduce these concepts as production models? Those of you who have followed our track record in the past might have an opinion."

--- Tom Gale, DC executive vice president

By RICHARD WILLIAMSON

Scripps Howard News Service

LAS VEGAS --- First came the Prowler; now comes the Howler.

Amid the world's largest assemblage of gearheads, DaimlerChrysler introduced the latest concept to emerge from its Prowler streetrod production car.

With the sharp, retro snout of the Prowler intact, the Howler replaces the rod's round rear with a flat pickup bed and tonneau cover.

DC executive vice president Tom Gale, widely recognized as the motive force behind some of Chrysler's boldest designs, introduced the Howler and other concept cars at the Specialty Equipment Market Association's (SEMA) annual show in Las Vegas.

Among the other entries were the Woodward Edition Prowler, a black- over-red two-tone version of the Prowler and the GT Cruiser, a 200- horsepower version of the radical PT Cruiser.

In keeping with Chrysler's reputation for showmanship, Gale emerged from the trunk of a 300M Special concept car in a ballroom designed to resemble a drive-in theater, complete with vintage cars from the '50s and lawn chairs. The idea behind the act was that "Tommie" was being smuggled into the drive-in by one of his friends, a teen with cigarettes rolled up in the sleeve of his white T-shirt.

"Will we ever introduce these concepts as production models?" Gale asked. "Those of you who have followed our track record in the past might have an opinion."

Indeed, DC is already preparing to launch its PT Cruiser as a 2001 model next spring. With a streetrod front end, wide-eyed headlights, a large, grinning grille and a back end that looks like it came from a delivery van, the PT Cruiser is clearly the coolest thing to emerge from a design studio since the Volkswagen New Beetle.

The Cruiser will come with a 4-cylinder, 150-horsepower engine that should be adequate but not overly impressive. The launch with a 4-banger tells you that DC wants to keep the price of this PT within reason. The Prowler's price of 40-grand-plus keeps that car in the rarely-seen category.

The GT Cruiser takes the power up to 200 horses with a turbocharged version of the 4-cylinder engine.

"PT Cruiser is already difficult to categorize," Gale said. "With the GT Cruiser, we're showing the SEMA show participants --- who are all about customizing and tuning --- how one could take PT Cruiser to the next level: lowered, with subtle design modifications and added power."

SEMA, the largest presentation of automotive aftermarket parts and equipment in the world, draws buyers from 100 countries. "We have 11 miles of aisles," said SEMA Vice President Carl Sheffer.

Companies that make everything from fuel additives to chrome wheels and hood ornaments are represented. Motorsports is a major component of the show, with stars from the NHRA, CART and other venues on hand to sign autographs and represent their sponsors.

For the automakers themselves, the show is a chance to show off concepts that might give aftermarket producers ideas about how to modify production cars and to get ideas from other exhibitors, said Saturn spokesman Charles Harrington.

"This is a major event for us," Harrington said.

Among the models GM displayed at the show's largest exhibit were Oldsmobile's concept versions of the Alero and Intrigue with seats in neutral red leather, carbon fiber door panel accents and titanium brake and accelerator pedals.

"We're taking Oldsmobile's driver-oriented philosophy to a new level through serious design, powertrain and chassis enhancements," said Peter Kosak, Olds' manager of strategic planning.

Not to be outdone, Ford Motor Co. showed off its SVT Cobra Mustang, a production car with a slick new shape, high tail wing, aggressive styling cues and a 300-horsepower V8 engine.

SVT stands for Special Vehicle Teams, a group within Ford that takes existing models, pumps up the power and adds performance styling accents, then markets the cars to buyers who value distinctive performance models. SVT has tweaked the Cobra before and produced a quick, stick-shifted version of the compact Ford Contour with a 200-horsepower engine.

Alongside the Cobra, Ford showed the chisled body of the new Focus, a 2000 model that will eventually replace the Contour and most versions of the Escort.

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