Chevy’s mini car, the Spark, is attracting young, new customers to the brand. According to early purchase data provided by GM, 29 percent of buyers are under 35, roughly 54 percent are switching from a non-General Motors brand, and price-to-value is a big selling point.
In addition, more than one in five Spark buyers has switched from an import car brand, 51 percent of Sparks are purchased by women — which is more than any other Chevy vehicle, and Salsa Red is the most popular color, with 23 percent of Spark buyers opting for the hue; Jalapeno Green and Denim Blue are the second- and third-most popular Spark colors, respectively. Spark owners also indicate that value and fuel economy are their most important reasons for purchasing the mini car.
Chevy dealers have sold over 12,000 Sparks since it went on sale in the U.S. in the summer of 2012. The car initially launched in 18 markets, but will be available in all 50 states in 2013.
An all-electric version of the Spark, aptly named Spark EV, will launch later this year. The car will have more torque than most other vehicles, while being priced under $25,000 (after tax incentives). It will initially be available in California, Oregon, Canada, South Korea, as well as “other global markets” — according to GM.