Shelby lowering price of $20k GT500KR hood after web outrage erupts
When we drove the Shelby GT500KR at Miller Motorsports Park last May, we were impressed with the steps that Ford and Shelby had taken to make its new King of the Road a special vehicle. Not only was the KR a huge improvement over the GT500 (which led to the development of the 2010 GT500), but the car featured trick items like a carbon fiber hood and lightweight wheels wrapped with R-compound tires. At that time, Shelby also proudly told us that none of the KR-specific parts would be available for sale separately to ensure that owners of lesser Mustangs could not make shadetree replicas that might compromise the KR's image. Of course, all of this exclusivity and performance came at a price: $79,995 to be exact.
$18,400 for a new hood, $3,392.50 for a front spoiler, and $632.50 for a set of hood pins
Unfortunately, as one GT500KR owner has learned the hard way, replacement parts for this pony car can be surprisingly dear. After an unfortunate incident with a critter on the road resulted in a modestly damaged front end, the owner in question was shocked to learn about the high cost of his vehicle's replacement parts. And as is increasingly the way these days, he aired his displeasure on the web. That initial report has since touched off a firestorm in the online Shelby community, with the issue spreading to numerous forums and chat rooms. So just why were these replacement parts such a contentious issue? In the main, it's a numbers thing. As in $18,400 for a new hood, $3,392.50 for a front spoiler, and even $632.50 for a set of hood pins, among other things. Further, the disgruntled owner informed a forum member that Shelby requires any damaged KR parts to be returned to their facility in Las Vegas before new replacements can be sent out.
Obviously, a bit of due diligence was needed to verify the claimed replacement pricing and parts return policy, so we got on the phone with Jim Owens, vice president of marketing and communications at Shelby to get the straight scoop. Click through to the jump to hear what we learned.
Photos copyright ©2009 Drew Phillips / Weblogs, Inc.
[Sources: Spokentorque.com, Team Shelby]
As it turns out, the parts pricing cited by the owner was correct. And while the hood's cost in particular sounds exorbitant, Shelby's Owens took pains to explain that not only is the part in question the only full carbon-fiber production hood available in a U.S. vehicle (read: it's expensive), it has gone through the same exhaustive certification procedure as any other OEM product – including crash testing (read: really expensive). Says Owens of the hood:
"I will tell you – there was no less design, engineering and testing - that went into this component... than goes into any other component in the exotic car world. It was the single biggest piece of this program."
Given the small number of GT500KR units manufactured, the hood's associated research, development and manufacturing costs turned out to be particularly high, and those factors were calculated into the replacement cost using an off-the-shelf parts pricing matrix. Said another way, Shelby says it hasn't grafted an exclusivity surcharge onto these KR parts – it maintains that the company has used a standard cost formula to determine how they should be priced.


Despite this, in the interest of assuaging owner fears and staving off more negative feedback from various online communities, Shelby's Owens says that it has reconsidered its pricing strategy on the KR's hood. To wit:
"So, we got the feedback off of the websites – the Team Shelby site specifically. Based off of that fact, we are lowering the price of the hood - substantially. We're lowering it to $9,700. Additionally, we are now also going to go through all of the remaining carbon fiber components and take a look at that pricing, including skullcaps and splitters."Owens indicates that Shelby has been in extensive discussions with the affected KR owner's insurance company, State Farm, and although company representatives have yet to speak directly with the customer, they plan to do so. Still, State Farm reps were understandably nonplussed when they got their client's initial repair estimates from Shelby and the whole process is taking months to set right.
"The last thing we wanted was a customer slapping a KR carbon fiber hood on his V6"
For clarity's sake, Owens pointed out that hood replacement is not a widespread issue – just three KR hoods have been replaced – the animal-damaged piece on the vehicle in question, as well as two dealer units that were damaged in shipping and transportation.
But there's more to this story. Perhaps just as interesting an issue is Shelby's parts-return mandate. The reason that Shelby requires damaged KR parts to be returned to the company is in the interest of maintaining exclusivity. It's exactly the same reason why the company has declined to make KR model-specific components available to aftermarket buyers. Says Owens:
The last thing we wanted was a V6 Mustang customer going over to his dealer, grabbing one of those KR carbon fiber hoods, and slapping it on his V6. To me, that's more of a disservice to our customers and brands – both SVT and Shelby. So that was our guiding principal, if you will... So when we set up the returns - the warranty and service parts return piece, we wanted to make sure we got those components back so that they were not on the aftermarket."
Just how serious is Shelby about getting those KR parts back? Perhaps some of you remember the recently departed NBC Knight Rider redux – a number of KR hoods were used on K.I.T.T. in the production of that television series. Shelby even managed to get those parts returned.


It should be noted that the scenario in which an automaker sees fit to call back old parts after a repair is hardly new. According to Owens, Ford, General Motors and other automakers have similar policies in place – presumably the difference is that they rarely choose to exercise those provisions – or perhaps it's just that customers are generally unaware of this practice. In effect, Owens says that the automakers have a right to call back damaged parts after dealers put them on the shelves in their backrooms: "In Ford's warranty and in General Motors' warranty... they have what is called 'parts retention'... Ford has a right to call back parts after a certain period of time. We just made these mandatory parts returns." Presumably, in most such cases, those damaged parts are returned to the parent automaker for failure analysis to improve future product quality – a factor that may or may not also be at work here. In any case, Shelby itself pays for any shipping costs associated with the parts.
When we asked what happens to a returned part, Owens replied:
"We have a complete building's worth of KR inventory on our property in Las Vegas that is caged, fenced, and has cameras on it. And it [the item] goes into our warranty parts return section. And we will keep it there, and we will destroy it after a period of time."
Unlike some previous takeoff parts from other models, Owens says Shelby isn't even using KR parts for auction prizes to support the Carroll Shelby Foundation, a charity organization that works to provide assistance to children in need.

Finally, we had to ask: What happens if an owner is not in possession of the damaged KR parts – meaning that they cannot be returned to Shelby? Maybe the vehicle was in a crash and the owner was hospitalized and nobody had the presence of mind to make sure the parts were accounted for at the scene of the accident. Or perhaps just as likely, what would someone do if their KR were stripped? Owens says that Shelby evaluates each customer inquiry on a case-by-case basis, so presumably with plenty of documentation (think: VIN, police report, copious photographs, etc.), the damaged KR will be repaired.
What do you think of all this? Is Shelby handling GT500KR parts replacement in a fair manner? Is exclusivity worth encountering these sorts of stipulations? Drop your fellow readers a line in 'Comments.'














Reader Comments (Page 1 of 6)
JDM Life 12:03PM (9/11/2009)
LOL
Reply
zamafir 12:17PM (9/11/2009)
man, second time i'm agreeing with you, crazy. Yes people, OEM CF is expensive. Here's your sign. (yes, i read, i realize the price was brought down, almost $10,000 is still quite expensive).
Aaron Martin-Colby 12:20PM (9/11/2009)
My sentiments exactly.
geo.stewart 12:46PM (9/11/2009)
dont know that I would have lowered the price so kudos to them.
BUT; what ignaramous is going to spend 20K on a hood so his V6 mustang looks hot.
you can buy a roush 427r for that money
ultimatemxcn 1:10PM (9/11/2009)
And I thought it was overpriced before!!!
even 10,000 is highway robbery.
the.only.storm 1:58PM (9/11/2009)
That's what you get for buying an overrated overpriced crap car, IMO.
dinnercoat 2:26PM (9/11/2009)
CF is expensive but not THAT expensive, jesus.
rocco 2:39PM (9/11/2009)
you know what I would do, if I were dumb enough to want a mustang
buy a KR
part it out--make 50-60k in aparts
buy replacement parts for a v6
ultimate sleeper!
Rickenbacker has done this for many years to protect their brand. You have to ship your entire guitar to them to get any replacement branded parts so that no one can make copies.
Jared 11:14AM (9/13/2009)
Thats what they get for buying an overpriced mustang for sure. He shoulda just bought a V6 mustang for the $20,000 and put the broke hood on it :P
ckm 12:05PM (9/11/2009)
Sounds like at least they are responsive to customer complaints, which is a whole lot more than what most car manufacturers do. It seems like there was a lot of not-so-transparent discussions and that the whole PR mess could have been avoided with a simple statement to the customer that they are re-evaluating parts pricing.
Then again, they might have never done anything if it wasn't for the bad PR.
Reply
zamafir 12:20PM (9/11/2009)
Totally, ford is doing a bang up job right now. I'm curious what their cost is though, I'm guessing there's a 5%+ margin in there somewhere which makes it a lot easier to swallow but still covers costs associated with moving the parts. I'm used to seeing OEM bits going for 50% off on the open market - but to have the car maker move to lower the price like this is pretty much unheard of. Kudos to ford. It's a lot better than what anyone would have to go through with VW to affect a similar change.
Arkz 1:38PM (9/11/2009)
Perhaps, but VW doesn't ask 10 or 20 THOUSAND dollars for a hood.
kal326 8:37PM (9/12/2009)
@Arkz
No, but Nissan does ask that much for a transmission.
Not THAT Matt 5:29PM (9/15/2009)
Arkz,
Neither does Ford.
Shelby does.
Shelby != Ford.
waiownsyou 12:06PM (9/11/2009)
Kudos to Ford for lowering the price. Now that just gives more value to the $40,000 paint for the roof of the ZR1 :)
Reply
waiownsyou 12:07PM (9/11/2009)
http://forums.corvetteforum.com/c6-corvette-zr1/1946310-paint-cost-on-zr1.html
$30k-$60k per gallon, lol
Yaroukh 12:35PM (9/11/2009)
I'm not sure but my understanding is that Ford is not involved into this directly
waiownsyou 1:59PM (9/11/2009)
Yeah, I meant Shelby -_-
Nuieve 12:07PM (9/11/2009)
Freaking idiocy
Reply
StPaulGuru 12:20PM (9/11/2009)
Sounds like something a V6 Mustang owner would say. I can tell you if I dished out the money on a KR, I would want to know there wasn't a bunch of fakes rolling around. It's bad enough this car is based on a Mustang (because of the amount on the road) and I think Shelby is right on with these policies.