GM is about to try something new: making Chevrolet’s Corvette appeal to international markets. The General is soliciting designs from all ten of its styling studios, meaning that more than just American-market brains are weighing in.
The goal is to bring in younger buyers from the States, while also help gain sales in the all-important European market, among others.
“We have challenges in the States with the Corvette,” Welburn told journalists in an interview at the Geneva Salon. “The average age of the customer is really rising.” According to J.D. Power and Associates, the current average age of a Corvette buyer is 54.
“It is a key time in the development of the Corvette,” Welburn said. “There is a lot of debate and a lot of study on the bandwidth of Corvette.”
However, Welburn added that the sports car “can’t mutate into something that gets so far away from Corvette that it is no longer a Corvette.”
One major problem, according to GM, is the Corvette’s styling, which makes the car appear larger than it really is.
When the redesign hits the market within the next two to three years, GM hopes to have “trimmer, meaner [design] to go along with the incredible performance that the car has.”
All together now: Stingray (although that split rear window would kind of block the rear view).
As for getting younger people looking at the Vette, apparently GM wants stereotypes to walk in off the street and make purchases. The fact that GM still thinks “young U.S. buyers…favor imports” is proof positive that the old white men running GM have yet to wrap their minds around who their customers are.
Case in point: Buick, a brand that turned itself around in a hurry and is getting more and more attractive.
Young consumers don’t all want “Fast&Furious” Hondas and Guido’d-out Bimmers. It doesn’t have to do with “imports”, it has to do with good design and quality.
Lastly, the detail that everyone seems to agree on is the Corvette’s interior: sub-par for the price bracket. GM Vice President of global design says, “The execution, materials selection–it’s got to be a much better interior. Our customers desire that.” Doesn’t everyone?
– By Phil Alex
Via: Autoweek
Chevrolet Corvette Stingray Concept (2009)
