The Retro Wave
Around the turn of the millennium, Chrysler, Ford and Chevrolet each spent big turning nostalgia into showroom metal. A factory hot rod, a reborn 1955 icon, and a 1940s-style pickup with a folding steel roof. All three were low-volume, expensive, and gone by 2006. Here's how it played out, plus what to check when you buy parts.
- 1Plymouth / Chrysler Prowler1997, 1999–2002 · 3.5L V6 · 11,702 built
- 2Ford Thunderbird2002–2005 · 3.9L V8 · 68,098 built
- 3Chevrolet SSR2003–2006 · 5.3L / 6.0L V8 · about 24,000 built
The theme: selling the past, new
Retro design was everywhere in the late '90s, and Detroit's design studios wanted in. Each of these cars began as an auto-show concept that got a huge reaction, and each made it to production mostly intact. That was the good news. The bad news was that nostalgia sells a lot of magazines and not always a lot of cars.
Plymouth / Chrysler Prowler
1997, 1999–2002
The Prowler started as a 1993 concept from Chrysler's design team under Tom Gale, who wanted a factory-built version of a 1930s hot rod. Remarkably, the production car kept the open front wheels and cycle fenders. Underneath it was just as unusual: bonded aluminum construction, with the body built in Shadyside, Ohio, and final hand assembly at Chrysler's Conner Avenue plant in Detroit.
The first cars arrived for 1997, all in Prowler Purple, with a 214-hp 3.5L V6 and a rear-mounted four-speed Autostick transmission. Enthusiasts wanted a V8 and never got one, but for 1999 (there was no 1998 model) an aluminum-block V6 raised output to 253 hp. The trunk was so small that Chrysler offered a matching trailer. When Plymouth was shut down, the car carried on as the Chrysler Prowler for 2001–2002, and the last one was built on February 15, 2002, after 11,702 total.
Owner's notes: Check whether the front lower ball joint recall (NHTSA 03V034000) was done. Power window regulators are a known weak point and the originals are hard to find. The rear transaxle runs hot, so ask about shifting and limp-mode history. And treat the small front and rear bumpers with respect: they're expensive and easily damaged, which is why used OEM bumpers are worth hanging onto.
Watch it
Why the Prowler is the weirdest car of the 1990s. Video: Doug DeMuro on YouTube
The Prowler as Chrysler's weirdest car. Video: The Autopian on YouTube
Ford Thunderbird (11th generation)
2002–2005
Ford's answer was to bring back the original two-seat Thunderbird. Shown as a concept at the 1999 Detroit auto show, the production car arrived for 2002 with styling that pointed straight back to 1955: a two-seat convertible with an optional removable hardtop complete with porthole windows.
It shared its platform with the Lincoln LS and Jaguar S-Type and was built at Ford's Wixom, Michigan plant. Power came from a 3.9L V8 related to Jaguar's AJ-V8, rated at 252 hp for 2002 and 280 hp from 2003. Ford leaned into special editions, including a 2003 James Bond 007 edition (700 built) and a 2005 50th Anniversary edition. Sales were strong in year one, then fell by more than half. Ford ended production in July 2005 after 68,098 cars.
Owner's notes: Ignition coil failures are the most common complaint, and Ford issued service coverage on many cars, so check the records. The battery lives in the trunk and needs the correct vented type; a weak battery causes strange electrical behavior. Inspect the soft top and test every power accessory, and if the car comes with the porthole hardtop, that's a big part of its value. Interior pieces like the wood-and-leather steering wheels come up in our Thunderbird collection as donors arrive.
Watch it
Why the 2002 Thunderbird was a retro failure. Video: Doug DeMuro on YouTube
The 2002 Thunderbird reviewed. Video: Regular Car Reviews on YouTube
Chevrolet SSR
2003–2006
Chevy went furthest of all. The SSR (Super Sport Roadster) combined late-'40s Advance Design pickup styling with a power-retractable steel hardtop, designed by Karmann and built by ASC. It grew out of a concept shown at the 2000 Detroit show and was built at GM's small Lansing Craft Centre in Michigan. An early SSR even paced the 2003 Indianapolis 500.
The first trucks had a 300-hp 5.3L V8 and an automatic, and at over $41,000 they were slower than the styling promised. Chevy fixed that for 2005 with the 390-hp LS2 from the C6 Corvette and an optional Tremec six-speed manual. It wasn't enough to save the truck. Sales fell far short of GM's plans, and production ended in March 2006 after roughly 24,000 trucks.
Owner's notes: Broken interior door handles are the complaint owners file most often, so check that both open the doors from inside. Cycle the roof several times and listen for strain. Owners have also reported electrical stalls and inaccurate fuel gauges. If you're shopping for a 2005–06, confirm it's actually an LS2 truck, and on any SSR, the factory paint colors make used OEM doors, hoods and tailgates and mirrors the easiest color match.
Watch it
The SSR as a $50,000 retro convertible pickup. Video: Doug DeMuro on YouTube
A 2004 SSR review. Video: Shooting Cars on YouTube
By the numbers: total production
Total production across each model's run.
Where the retro wave went next
None of the three got a second generation. Chrysler moved the Prowler's niche to the Crossfire, and the retro idea itself went mainstream in a different form: high-volume muscle cars like the 2005 Mustang, the 2008 Challenger and the 2010 Camaro. Those were retro cars people bought in huge numbers, which is what the Prowler, Thunderbird and SSR never managed. Today their low production is exactly what makes clean used parts hard to find.
Retro wave parts at J&J
We part out real donor cars and list parts as they come off, with the donor year and color on every listing. Browse Prowler parts, Thunderbird parts and SSR parts to see what's on the shelf today.