When Chevrolet announced the 2019 Spark facelift earlier this month, it also shared some interesting demographics data about the mini car’s buyers.
The Bowtie brand says that “Spark customers are among the youngest in the segment” and that “females make up 55 percent of buyers”, which is the highest rate in the segment.
Describing the segment in which the Chevy Spark competes in is no easy feat, as the vehicle is technically in a segment of its own in the United States market. One could argue that the U.S. small mainstream mini car segment could consist of the Mitsubishi Mirage as well as the Fiat 500, though both of those vehicles might be better placed in the subcompact space (B-segment) instead.
Chevy Spark sales have been hovering around the 35,000 units per year range mark for the last few years, with the small car hitting 39,159 sales in 2014, 32,835 units in 2015, 35,511 in 2016 and 22,589 in 2017. Chevy attributes the substantial drop-off in 2017 to an airbag-related recall and associated stop-sale, which took months to resolve.
Based on the rate at which the Spark sold during the first three months of 2018, the vehicle is on track to hit 26,000-30,000 deliveries this year, and it’s highly likely that Chevy hopes that the modest 2019 Spark refresh will enable that figure to land near the top-end of those estimates. We’ll see just how that pans out.