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Chevrolet today introduced two
concept coupes at the 2012 North
American International Auto Show
aimed at inspiring
next-generation buyers to take
the wheel and suggest ideas for
a car they can co-create.
“Chevrolet has always stood for
making the aspirational
attainable for all generations”
said General Motors North
America President Mark Reuss.
“These two concepts interpret
that vision for a new
generation. We’re seeking out
our newest customers’ opinions,
listening to their advice, and
engaging them in new ways.”
According to U.S. Census data,
there are 80 million American
consumers approaching 30. They
represent 40 percent of today’s
potential car-buying public and
a combined $1 trillion in
purchasing power.
Over the past year, Chevrolet
has conversed with young
consumers across the United
States. Based on their
feedback, the Chevrolet concepts
explore the styling and
functionality this group of new
buyers says they are looking for
in a car.
Code 130R, the first Chevrolet
concept, is a four-seat coupe
with a simple upright profile.
Painted in an all-new red
metallic paint with matte
anodized gold wheels, Code 130R
features heritage
performance-inspired styling and
rear-wheel drive. With an
aggressive front fascia,
Chevrolet fender flares,
straight body side and Chevy
crossflag emblem, Code 130R
makes a link to Chevrolet’s
performance heritage.
Code 130R’s designers conceived
the turbocharged engine to be
tuned to work in tandem with
eAssist technology. By shutting
off the engine at stops,
recapturing braking energy, and
smoothing torque during
acceleration, this concept takes
automotive electrification to
the next level and balances
turbocharged performance with
fuel economy.
Tru 140S, the second Chevrolet
concept is a front-wheel-drive,
“affordable exotic” four-seat
sporty coupe. The three-door
hatchback was designed to be an
attractive-yet-affordable sports
car. Shown in an all-new matte
white with Chevy performance
chrome wheels featuring
crossflag emblems, Tru 140S is
designed to look confident,
exotic, expensive and fast. Tru
140S is based off the same
platform as the Chevrolet Cruze
and the groundbreaking Chevrolet
Volt electric vehicle with
extended range.
Tru 140S designers want to
demonstrate technologies
typically found in more
expensive cars, including direct
injection and
a starter-based stop-start
technology, balancing internal
combustion and electrification
to deliver high value and
improved fuel economy.
The concepts share attributes
younger buyers say they value:
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Sedan-sized functionality in
performance coupe form that
seats four passengers
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Interior connectivity and
convenience featuring
innovative storage, WiFi,
smart phone integration with
Chevrolet MyLink and
heads-up display
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40 MPG with a 1.4L Turbo
Ecotec engine with
approximately 150 horsepower
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Possible production price
range in the low $20,000s
“Young customers tell us they
want functionality with
coupe-like aesthetics. Both the
Code and Tru body styles
resonated with this audience,”
said Frank Saucedo, director of
the GM North America Advanced
Design studio in Los Angeles
where the two concepts were
developed.
Inside the concepts,
connectivity and personalization
enable the individualization
that the generation says is
essential.
“This buyer prizes connectivity.
Allowing them to stay connected
by integrating their personal
devices through MyLink and WiFi
enabling the vehicle to be their
own docking station,” said
Saucedo. “The interiors
currently exist in 2D only. This
allows us the flexibility to
continue the discussion and
encourage more dialogue as we
continue to develop these
concepts.”
From Detroit, the pair of
Chevrolet concepts will travel
to major auto shows, key
lifestyle events, one-on-one
experiences and other venues
such as college campuses.
Chevrolet also will engage
customers using the social media
tools that young consumers use
to talk with one another.
“For the car company that can
successfully engage this
generation, there is a
tremendous opportunity,” said
John McFarland, senior manager
for Chevrolet Global Marketing,
who heads youth research for the
brand. “At Chevrolet, we want to
build authentic and meaningful
relationships with these
customers on their terms. We
want to hear what they have to
say, engage them in our design
process, and give them what they
want – not what we think they
want.”
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