Alexander Alusheff

Lansing State Journal

DETROIT – While Chevrolet unveiled the new Bolt EV and Cruze during its presentation at the North American International Auto Show, the 2016 Camaro was the centerpiece.

"Chevy has a rich history in product innovation," said GM President Alan Batey before launching into a list of the Camaro's accolades, among them Motor Trend's Car of the Year and Car and Driver's 10 Best award.

Chevy wasn't shy about those awards either. An over-sized Motor Trend trophy was placed in front of a blue Camaro RS coupe. "Motor Trend Car of the Year" was painted on the floor in front of its centerpiece display, a silver SS convertible.

Camaro is Motor Trend 2016 Car of the Year

“There’s a mystique about the Camaro,” said Steve Majoros marketing director of Chevrolet cars and crossovers. “We’re keeping that aura of what makes it great.”

The Camaro was a turning point for the Lansing Grand River Assembly plant. It had been anticipated since 2012, when GM announced that it would move production from Canada. The problem was, GM didn't announce when it would be coming.

But it was something employees kept working for - and working hard - even after a round of layoffs in early 2015, said Mike Green, president of UAW Local 652.

"A lot of things could change," Green said. "Until you've got it running down the line, you don't take it for granted."

When Camaro pre-production started in August, 450 jobs were added along with a second shift. Six months later, roughly 500 more for a third shift. GM has invested $174 million in a new stamping facility at the plant.

It's a stark contrast from January 2015.

At this point last year, the plant was producing just the Cadillac ATS and CTS and had scaled back to one shift from two. There were layoffs that month, 450 people.

“As a result of market demand, one shift was all we needed,” said Mike Trevorrow, Lansing’s regional plant manager.

Over the last year, domestic ATS sales have dropped 10 percent to roughly 26,000 units while CTS sales have plummeted 37 percent to roughly 19,000 units.

The luxury segment is under pressure,” said Richard Brekus, Cadillac’s global director of product strategy. “There are more entrants … and there’s aggressive behavior from competitors.”

In response, Cadillac has intentionally kept its domestic inventory low to match demand and its production, too, Trevorrow said.

Top GM officials knew the Camaro would start production in Lansing in the summer. But many auto workers were concerned about their job security.

“You always worry,” Green said. “There’s no good side to losing those numbers."

Before the layoffs started, GM officials told the Lansing State Journal that they would not last long.

In late May, GM announced it was reinstating the second shift for production of the Camaro. It would be the first time since 1992 that the sports car would be built in the U.S. Cadillac also launched the 2016 ATS-V and 2016 CTS-V this summer with updated technologies and safety features.

GM trainees prepare for Camaro launch

Lansing Grand River rehired most of the employees they laid off in January, bringing employment back up to roughly 1,800 at the time.

The first commercial Camaros rolled off the line in October and launched on the market in late November. It sold 1,000 units in December, its first full month on the market, Majoros said.

“It’s great for Lansing and GM to continue to be included in manufacturing and assembly in the U.S.,” he said.

Last week, GM announced it would be adding a third shift to keep up with market demand of the Camaro. It quickly filled more than 500 positions. Training begins this month, which will bring total employment to roughly 2,300. With the two-tier wage system eliminated after UAW negotiations, the new employees will start at $17 an hour with the ability to move to $29 an hour.

GM to hire 500 for third shift at Lansing plant

“All the challenges associated with going to three shifts is much more enjoyable than reducing shifts,” Trevorrow said. “The sixth generation is building upon the foundations of the fifth generation and the market continues to grow. We’re excited.”

Domestic Camaro sales have fluctuated in recent years. The number of units sold dipped from roughly 84,000 in 2012 to 80,000 in 2013 and rose up to 86,000 in 2014. Last year, it dropped roughly 10 percent to 77,000.

Majoros declined to comment on sales expectations for the 2016 Camaro in its first full year on the market, but said he is confident the sports car will outperform the Ford Mustang.

“Ford had its fun the last six months, but the king is back,” he said.

GM debuts 2016 Camaros

When third shift is operational this spring, it will be the first time Lansing Grand River has operated at full capacity in its 15-year history. Right now two-thirds of the plant’s production is the Camaro.

“It’s hard to believe it now,” said Lansing Mayor Virg Bernero after stepping out of silver Camaro on display at the auto show, “when eight years ago we were fighting for survival."

Contact Alexander Alusheff at (517)-388-5973 or aalusheff@lsj.com. Follow him on Twitter @alexalusheff.

North American International Auto Show information:

Location: COBO Center, 1 Washington Blvd, Detroit, MI 48226

Dates open to the public: Jan. 16 - Jan. 24

Show times: 9 a.m. to 10 p.m. Jan 16 - Jan 23, 9 a.m. to 7 p.m. on Jan. 24

Ticket prices: $13 for adults, $7 for seniors and children. To order tickets, visit naias.com or call 248-283-5173.