2011 Chevrolet Cruze and pre-production 2011 Chevrolet VoltEnlarge Photo
2010 camaro official reveal motorauthority 020Enlarge Photo
2010 Chevrolet Corvette Grand SportEnlarge Photo
A little bit of Volt in every Chevy
How do you sell a $15,000 Spark geared for no-frills transportation, and a $40,000 Volt that's looking to be something of an iconic luxury good, at the same dealership? Brooks doesn't see any issue. "Chevrolet has always sold to a broad range of customers," said Brooks. "Corvette has always been the epitome of the American sports car, and we've always been able to sell Camaro or Corvette at the same time as we could sell full-size trucks and small cars in our lineup." And the dealership body is used to it, she added.
"And so when I think about these eco-friendly vehicles…just as there's a little bit of Corvette in every Chevy we build, there's going to be a little bit of Volt in every Chevy we build, particularly those which are intended for eco customers."
But while they'll be in the same showroom, the messaging will definitely be different. "Whether it's Volt or Cruze or Aveo, it will have a very tightly defined target customer and competitive set, and for each one…we'll message it exactly that way," said Brooks. For instance, with the Cruze, she explains, Chevrolet thinks that it has the opportunity to "change the rules for compact cars," because it has the roominess and upscale amenities of a mid-size car with the fuel economy and price of a compact. "Cruze is a very serious and sophisticated small car," said Brooks. "And how we message the Chevy Aveo RS, the show car for example, is that it's a Euro-inspired hot hatch."