The SSR was introduced as a 2004 model on New Year's Eve 2003. In spite of marketing efforts which included the SSR being used as the pace car for the 2003 Indianapolis 500, it sold below expectations with under 9,000 sales at US$42,000 each. Citing a 301-day supply of SSRs, General Motors in December of that year announced five weeks of layoffs at Lansing Craft Center, the factory that made the SSR. On November 21, 2005, GM announced that it would close the Craft Center in mid-2006, spelling the end for the SSR. The final SSR, a unique black-on-silver model (Highest VIN 1GCES14H06B126138), was built on March 17, 2006. Analysts estimate that 24,150 SSRs were produced in total. Of the total production, 24,112 were available for sale to the public.