Perhaps you took in this week's NAIAS (North American Internation Auto Show) and were expecting something from Chevrolet which would blow your sox off. Maybe you wanted to see an 800hp version of the concept Corvette or perhaps a production model of the soon to be available SS camaro convertible.
Instead, we were given a presentation by Chevrolet General Manager Jim Campbell, which clearly demonstrated the future direction of Chevrolet's focus which is value, style and fuel saving. In case you missed it, here's the presentation: http://generalmotors.posterous.com/watch-the-chevrolet-press-conference-from-nai.
Well after watching this presentation, I have to say a resounding BRAVO!!! to Chevrolet. Presenting vehicles such as the Volt, Aveo RS, Spark and Cruise, really made a statement to the public that Chevrolet will once again, start building "bread and butter" cars - vehicles which the vast majority of North Americans will purchase. Bread and butter vehicles do not need to be flashy, they just need to be what the public wants at a given moment in time. Given the current and short term future of the global economy, combined with the long term escalation forcasts in the price of oil, it leaves little doubt that car companies should be focusing on affordability and fuel consumption.
When General Motors had it's 6 divisions in the '60's (Chevrolet, Pontiac, Oldsmobile, Buick, Cadillac and GMC), it's intention was to have a car for everyone and that as you progressed in life and became more successful, you would naturally trade in your Chevy for a Pontiac, then trade in your Pontiac for a Buick and so on until one day, you would have that shiney new Cadillac in the driveway which told all your neighbors "you made it". This was a good strategy and worked during the industrial age but as time went on, GM divisions decided to share platforms and options to save development.
This practice was so prevalent among divisions, that a unique term is now used to describe it - "Badge Engineering". The concept assumed that you could offer the same vehicle with a different name, change the grill, wheels and car color, wrap it around a unique marketing program and the consumer would believe it was a totally unique product. It did indeed save development costs but the consumer wasn't buying it (pardon the pun). Instead, they would look at one GM product and compare it to what Ford, Toyota or Honda was offering. GM had overestimated their dominance in the industry and underestimated the publics intelligence.
Obviously, the New GM has realized this past mistake and has gone back to what made the company strong in the 50's. Create core brands which are clearly unique from one another and give the consumer the ability to move from one brand to another, with a feeling that they have either moved up in vehicle class, or moved into another genre. Yes, old is new and Chevrolet is once again becoming the common man's vehicle - the vehicle which first car buyers, low income or retirees on a fixed income will consider.
So where was the Spark at this years NAIAS? It was right where it should have been - on stage at the Chevy presentation.....Chevrolet is obviously headed in the right direction.
Chevrolet Spark:
Chevrolet Aveo RS:
Chevrolet Cruise:
Chevrolet Volt:
