With 2011 Chevrolet Cruze, GM Begins Its Reboot Of Chevy Small Cars

May 31st, 2010

For the third time in less than three decades, GM is renaming the mainstream small-car line. And while the Cruze could be assembled in the same place as its predecessor, the Cobalt in Lordstown, Ohio, the new Cruze could not be more different than the Cobalt.

Most notably, it is a world car. But unlike Ford, die his Focus is the designs from the beginning for the U.S., Europe, Asia, and other key markets where it will debut at about the same time, the first arch Cruze in Korea in 2008. Since then it has introduced in over 60 countries, and GM often stressed during a press preview this past week, the Cruze seen hundreds of small improvements, and the version we can benefit from nearly all of them.

As we reported in our first ride of the 2011 Chevrolet Cruze, the new small sedan is conservative in style but sophisticated and in a serious way GM has not previously been, feels like a mini Malibu in many ways. And when GM had no hesitation in basic motor and social studies in order to taste alongside the Cruze, the automaker is convinced that one of the best-in-class cars are made this time. It lasted.

But how do you get the word out as small-car shoppers in particular those on the coasts, do not even think to look at their Chevy dealer? Large swaths of the country, was largely dismissed as the maker of large trucks and SUVs, a few discreet rental cars, and the not-yet-here 2011 Chevrolet Volt.

Off-the-radar, a market advantage?

After decades of small car offerings have not exactly hit the mark in the market, and young buyers for whom Chevrolet is not even on the radar, which might be an advantage.

GM small-car marketing director, Margaret Brooks, actually agree with that point. “It’s like we started,” said Brooks.

And there’s more behind that statement. In addition to the Cruze and Volt, GM has a small car strategy in place to enjoy a sporting, more substantial replacement for the Aveo subcompact on the road, like a Basie, economical hatchback Chevrolet Spark.

How do you target this new generation? These are shoppers who grew up with Toyota and Honda, a GM official comment, and having strong product, they are much less likely to have preconceptions, and more likely to run into the Chevy dealer than their parents.

All in conquest and Equinox Traverse

It seems to be true. Last week turned out that GM so far this year nearly two thirds of the Chevrolet Equinox and the Traverse buyers are new to the Chevy brand, and 44 and 45 percent for those models, trading in non-GM vehicles.

To some extent, as hard as it may sound to Baby Boomers, Honda and Toyota are what parents always drove, Chevy is new and exciting. Sometimes not know of one brand is better than knowing all too well.

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Related posts:

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  3. Chevy Volt Price Announced
  4. Break Out Those Checkbooks: GM Puts Incentives On 2009-2010 Corvette ZR1
  5. Chevrolet Volt: Our Editors Weigh In

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