Chevrolet’s Small Plans

It is no secret that General Motors (GM) recognizes the need to cultivate the next generation of automotive enthusiasts as covered previously in this blog (GM Works to Ensure the Future of Restoration), now the Chevrolet arm of the company is directly engaging those younger buyers with the launch of a new website focused on the three smallest cars it offers. The website is called ChevySmallCars.com, and it highlights the virtues of the Spark, Sonic and Trax subcompact cars while presenting them in a variety of content aimed at first-time buyers.

The ChevySmallCars site offers videos for each vehicle as well as web-episodes featuring the Sonic, Spark, and Trax produced by “Funny or Die” comedian Al Madrigal. The site also includes a feature called “Sonic Sessions,” consisting of various musical acts performing inside a Sonic (sounds cramped). Another feature is a quiz called “Find Your Smallmate” that attempts to match cars to visitors’ personalities based on their quiz answers. Chevy has plans to add more content throughout the year, including a “Car Customizer” that displays customization ideas, as well as custom podcasts and other content described as “A celebration of everything small.” Chevrolet is obviously hoping the new website will engage younger consumers and help them discover the brand’s smallest vehicles on their own terms.

Chevrolet’s director of cars and crossovers, Steve Majoros, said in a press release that ChevySmallCars.com is aimed at “a younger, more socially savvy buyer… and the new website is a great way to expose a portion of our portfolio that not everyone knows about.” Majoros added “Sonic, Spark and Trax customers are most likely to be first-time new automobile purchasers and typically are more likely to stick with the brand as their needs and way of life changes and they have to go up to a larger sedan or SUV.”

Whether or not GM will actually sell small cars in big numbers this year remains to be seen. Gas prices have been low and more people of all ages bought SUVs last year. Just last month the supplies of small cars on dealer lots were at their highest level in seven years and some manufacturers have begun discounting prices and improving lease deals in order to move their small cars. Time will tell whether sales of the Spark, Sonic and Trax improve for Chevy this year. In the meantime, the new website sounds like it will be quite entertaining, if only for the younger demographic.