With the introduction involving a video of teens and young twenty-somethings talking about what they look for in a car, the tone for the Chevrolet press conference was set. GM has recognized the huge market that is the Millennial generation — roughly 80 million strong — and plans to use Chevy to harness more consumers. And with this young generation, GM has elected to take modern research and marketing techniques to effectively target the consumer.
For instance, all of the marketing for the Chevy Sonic has been done online — where the kids these days spend the lion’s share of their time. And this morning, at the 2012 North American Auto Show, Chevy unveiled two concepts aimed directly at the youth, with plans on asking attendees during public hours just what they are looking for in the interior of these cars. For instance, show-goers at the exhibit can select options such as Wi-Fi, a heads-up display, and intense smart phone integration to mold the shape and function of the interior.
Both concepts feature alphanumeric names, and GM’s turbocharged 1.4L engine for the sake of 40 mpg fuel economy, but with an output of 150 horsepower. And if GM were to produce them tomorrow, both would feature a price tag of around $20,000. The first is the Chevy CODE 130R Concept, and the second is the TRU 140S Concept — the one photographed above (and below).
Based on GM’s Delta II architecture, it shares the same bones as the hot-selling Chevy Cruze, and hints again at a two-door version of the car… only with a different name, and much better design. It might have a slight resemblance to the Mitsubishi Eclipse from some angles, but this thing is still hot. White hot.