Chev concepts to seduce the young

2012-01-10 09:24

Chevrolet is looking to the future with the two concepts shown at the 2012 Detroit auto show being aimed especially at the next generation of car buyers.

General Motors North America president Mark Reuss said, “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.”

GM quotes US Census data that suggests there are 80 million consumers in that country approaching 30, representing 40% of the potential car-buying public in the US.

Based on feedback gathered from these potential buyers over the past year, the Code 130R and Tru 140S concepts at this year’s Detroit show explore the styling and features this new group of buyers may be considering.


Code 130R is a four-seat coupe painted in red metallic with matte gold wheels. Harking to Chevrolet’s performance heritage, it features retro styling, with an aggressive front facia and flared wheel arches, and rear-wheel drive.

It is designed to take a turbocharged engine with GM’s eAssist technology that shuts off the engine at stops, recaptures braking energy and smoothing the torque delivery during acceleration for the balance of turbocharged performance with fuel economy.

The second concept, Tru 140S, is a front-wheel-drive, three-door hatchback designed to be an “attractive-yet-affordable” sports car. It is shown in all-new matte white with performance chrome wheels completing the look.

TRU 140S

Chevrolet Tru 140S concept

TRU BLU: The Tru 140S concept rides on the same platform as Chev's Cruze and Volt models.

Tru 140S is based on the same platform as the Chevrolet Cruze and Volt EV with extended range although its engine will use direct injection and stop-start technology.

Common attributes between the concepts that, according to GM, are valued by younger buyers include a performance coupe form with seating for four; connectivity features including WiFi, smartphone integration and heads-up display; and a 1.4-litre Turbo Ecotec engine producing around 110kW.

John McFarland, senior manager for Chevrolet Global Marketing, who heads youth research for the brand, said: “For the car company that can successfully engage this generation, there is a tremendous opportunity.

“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.”

  • Amelio - 2012-01-10 23:25

    TRU140 looks like the Astra OPC

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