According to U.S. Census data, there are 80 million American consumers approaching 30. They represent 40 percent of today?s potential car-buying public and a combined $1 trillion in purchasing power.
To help tap into that gigantic market, Chevrolet has conversed with young consumers across the United States, over the past year.? Based on their feedback, the Chevrolet concepts explore the styling and functionality this group of new buyers says they are looking for in a car.?
?Chevrolet has always stood for making the aspirational attainable for all generations? said General Motors North America President Mark Reuss. ?These two concepts interpret that vision for a new generation. We?re seeking out our newest customers? opinions, listening to their advice, and engaging them in new ways.?
The Chevrolet Code 130R concept is a four-seat coupe with a simple upright profile.? ?The performance-inspired rear-drive coupe has an aggressive front fascia and fender flares.? Generally, cars look better in person, than in photos, but the Code 130R was just the reverse for me. ?The design looks forced and somewhat muscle-bound. The concept is painted in an all-new red metallic paint with matte finish anodized gold wheels and wears the cross flag emblem synonymous with Chevrolet?s performance heritage.
Code 130R?s designers conceived the turbocharged engine to be tuned to work in tandem with eAssist technology.? By shutting off the engine at stops, recapturing braking energy and smoothing torque during acceleration, this concept takes automotive electrification to the next level and balances turbocharged performance with fuel economy.
The exotic styling of the front-wheel drive Chevy Tru 140S concept is just the opposite of the 130R. ?I think it is one of the sharpest designs to come out the GM studios in recent years.? Chevy calls the four passenger three-door hatchback an affordable exotic?. ?Shown in an all-new matte white with Chevy performance chrome wheels featuring cross flag emblems, Tru 140S is designed to look confident, exotic, expensive and fast and it does. Tru 140S is on the same platform as the Chevrolet Cruze and the innovative Chevrolet Volt electric vehicle with extended range.
Tru 140S designers want to demonstrate technologies typically found in more expensive cars, including direct injection and a?starter-based?stop-start technology, balancing internal combustion and electrification to deliver high value and improved fuel economy.
The concepts also integrate features important to younger car buyers with features like four-passenger seating, connectivity through WiFi, smart phone integration, Chevrolet MyLink.? They also like convenience features like heads-up display.? The concepts all so get spirited 1.4-liter Turbocharged Ecotec four cylinder engines capable of fuel economy in the 40 mpg range.?? Prices are expected to be in the low $20,000s.
?For the car company that can successfully engage this generation, there is a tremendous opportunity,? said John McFarland, senior manager for Chevrolet Global Marketing, who heads youth research for the brand. ?At Chevrolet, we want to build authentic and meaningful relationships with these customers on their terms. We want to hear what they have to say, engage them in our design process, and give them what they want ? not what we think they want.?