[img]http://www.usatoday.com/money/autos/_photos/2001-06-07-shaq-truck.jpg[/img]
06/07/2001 - Updated 10:19 AM ET
By Earle Eldridge, USA TODAY
Kim D. Johnson, AP
Shaquille O'Neal has teamed with Ford to develop a vehicle.
Soon fans of Shaquille O'Neal can buy the tricked-out Ford Shaq SST Expedition — the first time an athlete's name will appear on an automaker's vehicle. Only 500 of the Expeditions will be sold at selected Ford dealers. But the firm that brought Shaq and Ford together says it's in talks with other automakers and celebrities. O'Neal teamed with AutoOz, a custom car manufacturer, to design features of the Shaq SST because "I like trucks," the Los Angeles Lakers big man says. "I want to make sure the Shaq SST looks classy and different. I want it to be a truck but not really ride like a truck."
O'Neal has "about 15" cars and trucks. His stable runs from a Ferrari F355 Spider convertible to classic cars that include a '65 Ford Galaxy.
O'Neal says he loves to customize: He has a Cadillac Escalade with an air suspension to lower and raise the body. He also owns stretch limo Chevrolet Suburbans, customized Mercedes S-Class sedans and a Hummer SUV.
He likes to put a Shaq Superman logo on the front grille and on a custom steering wheel of whatever he drives. For extra legroom, he moves the front seat back 6 inches so his 7-foot-1, 330-pound body can fit comfortably.
The Shaq SST — priced from $50,000 to $55,000 — won't be plastered with the big man's name: It's on customized labels on the seat back, the console and tailgate.
The car comes with custom exhaust, smoke windows, massive 22-inch custom wheels, a 580-watt sound system with a 10-changer CD player, DVD and a TV. A navigational system is optional. The color options: black and silver.
Each of the 500 will be sequentially numbered. O'Neal, who wears jersey No. 34, gets vehicle No. 34.
AutoOz CEO Tony Loiacono, a former auto and sports marketing executive, hooked Shaq up with Ford.
"We wanted the right individual," Loiacono says. "Shaq is a superman type of guy. He's got a very clean image."
The Shaq SST expands Ford's "No Boundaries" truck and SUV marketing campaign, says Doug Walczak, Expedition brand manager.
Walczak says Ford won't be involved in marketing or advertising the Shaq SST.
"It's not a Ford production vehicle, but it is sold as new at Ford dealers and comes with a factory-backed warranty."
Experts caution automakers against putting just any celebrity's name on their cars.
"You can get instant recognition and enthusiasm, but generally as a rule, I advise against it," says Alan Siegel, a brand marketing expert. "Shaq has demonstrated that he is a good person and has stability. I would be less worried about him than Dennis Rodman."
Loiacono says the Shaq SST will be available in October, first in the Los Angeles area and then possibly in the Southeast and Northeast regions.
Will the new ride be O'Neal's favorite?
"I don't know," he says. "I have to line up all my cars in my garage and look at them before I can decide which is my favorite."