NLV custom carmaker uncoils its Super Snake

By Stephanie Tavares / Staff Writer

Technicians work to complete the first Ford Shelby GT500 "Super Snake" concept car at the Shelby facility near the Las Vegas Motor Speedway. Photo by Steve Marcus

Shelby Automobiles is on a roll and building momentum.

The North Las Vegas performance sports car manufacturer staged a comeback in 2006 after years of stagnant business. Last year the company customized 500 Ford GT500 rentals for Hertz and introduced new power packages.

Now the maker of the famous Cobra race car is launching several new projects and products through new partnerships with Ford and Hertz rental cars.

The company last week introduced new performance racing packages for the 2007 and '08 Ford Mustang GT500s, dubbed the Super Snakes.

Beginning in late summer, a limited number of Super Snake packages will be applied to GT500s at Shelby's facility near the Las Vegas Motor Speedway.

The Super Snakes will see the already powerful GT500s upgraded to between 600 and 725 horsepower, with high-performance brake and exhaust systems, Ford Racing suspension and Super Snake striping, along with other exclusive goodies at a cost of about $28,000. Each Super Snake will be given its own Shelby serial number.

"Thanks to our partnership with Ford Racing, our Super Snake package will make their stock Shelby GT500 one of the most balanced, fastest, most fearsome muscle cars in the world," said company founder Carroll Shelby. "I'm going to hunt Vipers and Corvettes with mine."

The Shelby GT500 Super Snake will be on display for the second time this year at the Mid-America Ford Performance and Shelby Meet in Tulsa, Okla., this weekend.

Shelby's production has dramatically increased since 2005, when it produced fewer than 100 Cobras and a handful of custom modifications.

With the latest Hertz contract, the Super Snake production and its line of performance parts, the company expects to build or modify 10,000 cars in 2007.

Simple modifications may cost customers as little as a few hundred dollars, the Super Snake custom work can cost almost $30,000.

Shelby now employs 200 workers, up from 40 two years ago.

Shelby technician Adrian Reyes drills a hole for a hood pin on a Shelby Mustang GT350H convertible at the Shelby facility. Photo by Steve Marcus

The Super Snake is not the only thing slithering up Shelby's sleeve. In addition to its popular Cobra sports cars and Ford modification kits, Shelby is also preparing to build a fleet of 500 new Shelby convertible GT-H sports cars for Hertz's Fun Collection. The convertible rental cars will feature custom racing stripes, a Ford Racing Performance Group Power Pack that packs 319 horsepower and a Ford Racing Handling Pack.

Following the success of the hard-top version last fall , Hertz partnered with Shelby again to launch the convertibles in time for summer 2007. The cars will be available at select Hertz locations in Arizona, California, Colorado and Hawaii as well as Las Vegas.

"Customer reaction to last year's Shelby GT-H Mustangs was so positive that we felt it only natural to offer yet another exclusive car through Hertz's Fun Collection," said Joe Northwang, executive vice president for Hertz. "Once again, customers can experience the thrill of renting a high-performance car that provides the utmost in driving experiences while adding a splash of fun with its open roof capabilities."

Meanwhile the hard-top GT-H Coupes are being retired from the fleet and auctioned off to Ford dealers. One sold via auction at a car event earlier this year for $250,000, although most of the fleet is being sold for between $60,000 and $90,000.

The company markets primarily to hardcore Mustang enthusiasts through Mustang and Shelby auto clubs. Secondary markets include auto enthusiasts, reached through performance car publications.

Other potential customers are reached through Shelby's partnership with Ford and its marketing might.

"The company is doing great - we're really going like gangbusters," said Shelby Vice President of Marketing Jim Owens. "The pony car and muscle car segment of the automotive industry is actually growing. The baby boomers who fondly remember their first Ford Mustangs and Chevy Camaros are empty nesters now and have disposable incomes. They remember Shelby and Shelby Mustangs and now we're providing them the opportunity to buy them."

Stephanie Tavares covers small business and law for In Business Las Vegas and its sister publication, the Las Vegas Sun. She can be reached at (702) 259-4059 or by e-mail at stephanie.tavares@lasvegassun.com.

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