The Corvette C8 is a runaway hit for the Bow Tie brand, successfully revamping the iconic Chevy Corvette nameplate with an all-new mid-engine platform and attracting a wave of new customers along the way. Indeed, the C8 has widened the appeal of the Corvette nameplate in rather significant fashion, shifting the customer demographic to a substantially younger age group. In fact, according to GM, the Corvette C8 is the number one sports car among buyers under the age of 35.
The latest insight was provided by Corvette marketing manager Harlan Charles, who recently spoke with GM Authority Executive Editor Alex Luft in an interview. During the interview, Luft asked Charles if the C8 Corvette had provided any surprises with regard to customer demographics, given that at this point, GM unveiled the mid-engine Vette more than five years ago.
“We’re getting a whole new generation of customers,” Charles told GM Authority. “We’re the number one sports car under age of 35 [sic]. Our average age dropped about seven years.”
Indeed, that’s a huge drop when it comes to the average customer age, especially for a nameplate that has a reputation for ownership by those undergoing a mid-life crisis while wearing New Balance shoes.
“We’ve done something I think that’s very hard to do. We’ve managed to bring in new customers while still exciting the ones that we’ve had, who we love,” Charles said. “We were able to give them their dream car, but then we’re able to also attract people who never thought about Corvette before. And now, we have the lineup – Stingray, Z06, and E-Ray – and then the ZR1 as the ultimate one.”
Looking over the C8 Corvette model variants, there is indeed quite a bit of variety on offer, which helps to underline the sports car’s appeal even further.
Part of the appeal is also likely the new mid-engine proportions, which completely change the Vette’s silhouette, lending it something of an exotic appeal. Per a recent poll, the majority (79 percent) of GM Authority readers would consider the Corvette C8 to an exotic vehicle. The C8 Corvette ZR1 was also the top contender in a poll comparing the styling in a list of mid-engine supercars.
Looking ahead, it’ll be interesting to see where the Corvette C8 can take the demographic next. Perhaps the old stereotype is headed for the door, after all.
Comments
Considering the average age of Corvette buyers was 61 with the C7, I guess that moves average down to 54 – not bad.
its better, but still an ‘old person’s car’.
Since the average age of a Porsche 911 owner is 52, I’d say Corvette is just where it needs to be – regardless of your opinion.
This is NOT an old person”s car! An old person can’t get in or out.
78 year old C8 owner.
Am 77 years old. Just bought me a car corvette. Still own a car. Both cars lt3. Both are artic white. No problems getting in or out. My car is a manual 7 speed. Love corvette s. My 30th vett.
I could get out of my C7 conv. much easier because I could put my elbow on the leading edge of the rear quarter. The C8 design moved that benefit back about 1 or 2 inches and now it is more inconvenient.
But, hell, I’m 86 and I’m going to get in and out of it if it kills me!
More accurately, an old person can fall into it, but can’t fall out it. 🙂
I still love my New Balance – try buying a 5E shoe from Reebok
That’s good, but almost to the person here, the drivers and people who own them at the car shows look to be over 65. It’ll be tough for the Corvette to ditch the stereotype. Would be nice if they actually made a Camaro (not an EV) again.
would be lovely to persuade Harlan Charles to confirm that C9 will be a BEV (full battery electric). That will drive the customer’s age back up due to higher cost.
I bought my last Corvette. I’m 86 and it is almost impossible to get in or out of my C8 vet. I sure this may be why the ages have dropped. Too bad I love vets and started with a 1954.
I have a 2020 white with burgundy interior and the 54 white with deep red interior. I drive both with kit gloves.
For some of us “old dudes,” the Corvette has always been an aspirational car. I remember the first time I saw a split-window coupe at age 15 in 1963. I couldn’t believe my eyes. My family was dirt poor, and I couldn’t even imagine ever owning one. Fortunately, my dad taught me how to work hard enough to get an engineering degree. I had a successful career and was able to own a number of “special” cars, such as Jaguars, Porsches, etc. After my last Jaguar, I bought a 2020 C8 in Blade Silver with the natural interior. I love this car more than any I’ve owned. I am very glad GM decided to produce the C8 lineup.
Not having a chrome wheel option helped also…lol!!
This is good news that Corvette owners of the C8 are getting younger. The Corvette for my generation is like the Cadillacs from the past. We aspired to be in the Corvette or the large Cadillac. The C8 s an amazing vehicle and can compete with sports cars costing a whole lot more! Great work!
I am 56 and love my C8. I just wish GM would stock more parts. None of the functions on the right side of my steering wheel work. Part ordered over 2 months ago with still no ETA.
The only reason it WAS an old man car is because most people in the 20s and 30s in the past was spending their money on life ( kids, house, and family cars). It’s a 2 seater, so once the kids left the household and all bills are paid up (college and mortgages), that’s when most people buy they dream car or car the finally can afford.
It’s all old boomers that drive these things in my town
Yes This Wesley Honor To GMC Likes Them Carvetta SuperCharge Z06 ZO7 My Favorite Kind With Rally Stripes Or Strips From New Orleans Yes Thinks Sports Car Driver Since 2002 2011 👍🚗🏅
What would be nice would be if GM would recognize those of us who have been brand loyal. I bought my first new vet at 21 years old, and have traded up every few years. Going from the C7 to C8 I was on the fence fir a bit and when I decided to pull the trigger, the wait list was unbelievable unless pay wanted to pay a hige admin fee. Instead of GM recognizing those of us who have been loyal to the brand, they allowed dealers to charge huge mark ups and allowing purchases of these cars so flippers, who have no interest in the car other than to pad their wallet, to purchase as many as they wanted.
Meanwhile, the Mustang is marketed towards younger men and women, and Ford CLEARLY shows that…
C8 GRAND SPORT all the way. Think what a success it would be.
And also without the price tag of a Z06 or ZR1.