How Can Chevrolet Make The 2014 Corvette Appeal To Young Buyers?

[Rob]

Over the years, the Corvette has been viewed as an old man's car, and as the price of the car has slowly increased, it's become increasingly untouchable for all those younger than 40 years old pulling in a six-digit annual income.

Do you think that Chevrolet should make the Corvette more marketable to younger generations and if so, how should they do it?

 

[KANE]

Do you think that Chevrolet should make the Corvette more marketable to younger generations and if so, how should they do it?

Sure- why not.


As you said, it's the dollar figure that pushes it out of reach for a lot of buyers. The question in my mind is... can GM really make a statement where it is affordable for buyers between 25-40 (sub-six figure income) and still incredible? Clearly, they can make it incredible.



That may be important when taxes go up and the economy potentially stalls.

 

[Rob]

So here's my feeling on this:

Over the years, I've said it before and I'll say it again: I like the fact that I don't see a Corvette around every corner like I do with the Mustang. Personally, given the way the majority of people drive these days, especially younger generations with their noses in their cell phones while they're driving, I wouldn't want to see them handling a car as powerful or as capable as the Corvette is.

However, with that said: I also understand that the Corvette needs to remain profitable and marketable within GM's automotive portfolio. So here is what I propose:

GM has done an awesome job with building a few different models of the C6...from the base model to the Grand Sport, Z06 and ZR1.

I would like to see GM move the model lineup down the price range. Make the base model attainable to the 30+ population. Make the engine output around 300hp. Next...the Grand Sport model...higher price...400+ hp...then the Z06...the ultimate track Corvette...lighter weight than the base model or Grand Sport...limited options that would weigh the car down...500+ hp.... $85k+ price...and finally...the ZR1...the ultimate Corvette based off the Z06 with the same light weight construction but with more options and the highest hp to make it the ultimate GT/track car depending on how you option it. Price it at $100k+.

This, to me, would be the ultimate Corvette business model to move the car down stream for younger generations but keep it obtainable for the older generations with more money, wisdom, and driving experience.

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[KANE]

This, to me, would be the ultimate Corvette business model to move the car down stream for younger generations but keep it obtainable for the older generations with more money, wisdom, and driving experience.

I think GM somewhat explored that idea with the hardtop, pre-ZO6 fixed roof coupe. There was talk of using a truck engine in it and some other odds and ends to drop the cost.


But that idea was never fully realized- a barely base Vette.





Although... Pontiac pulled something off in a similar way with what was called the Formula. Essentially, the Formula was a Trans Am in a powertrain build but with a lower sticker- and less $$$ in options and overall cost.

 

[Huskerman]

I have had 10 Corvettes and I have never been able to go in and buy a new one off the show room floor. That was true when I was 19 and its true today when I'm 62. I would find the best used one I could afford and I made that work. At one point in my life I couldn't even afford a used one but eventually I got back into a great C4 then a C5 and this summer bought my dream car a 10 GS with 21K miles.....why can't the younger generation do the same....plenty of great C4 and C5's out there right now....go and get one and drive the hell out of it.....

GM needs to market the Brand in the social networks and vid games and anywhere else the kids are trending or racing these days......30 somethings don't have to buy new.....just my opinion.....

 

[BigJimZ16]

I have had 10 Corvettes and I have never been able to go in and buy a new one off the show room floor. That was true when I was 19 and its true today when I'm 62. I would find the best used one I could afford and I made that work. At one point in my life I couldn't even afford a used one but eventually I got back into a great C4 then a C5 and this summer bought my dream car a 10 GS with 21K miles.....why can't the younger generation do the same....plenty of great C4 and C5's out there right now....go and get one and drive the hell out of it.....

GM needs to market the Brand in the social networks and vid games and anywhere else the kids are trending or racing these days......30 somethings don't have to buy new.....just my opinion.....

They're the impatient generation...

 

[Mac]

They're the impatient generation...

You said a mouthful! They are impatient and how!!

Many automotive journalists, both domestic and outside of North America, give the Corvette lumps of coal for the interior, the fit & finish and a variety of non-specific (possibly imagined) ails that they claim are the result of mass production and the willingness to compromise quality for price. Producing an entry level Corvette would feed into that negative tripe and might not produce the desired jump in production numbers.

Perhaps we need to take a look at what the foreign manufacturers are doing and see how they're managing to catch the eye of that elusive 25 to 40 crowd? How much of it is the marketing influence of Hollyweird? After all, when was the last time you saw a movie where a main character, especially the protagonist, drove a Corvette?

-Mac

 

[Rob]

I'm not sure I agree Mac.

A month ago I stopped into my local Chevy dealer to have them replace the gear in the headlight motor assembly on my ZR-1. While they were working on it, I had the chance to check out a 2013 Grand Sport. I sat inside. I was actually impressed with the quality, fit and finish of the interior. I thought the seats were very comfortable and the ergonomics excellent.

If you were to compare it to a Porsche or Ferrari, maybe it's not quite up to par...but take a look at the price difference. In my opinion, I think that American automotive journalists have been over critical when it comes to the current Corvette's interior.

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[Mac]

I like the current interior, especially when compared with the rather spartan comfort of my 73!

My point was if GM tries to hit a lower price point, chances are things like the interior are going to be targeted for cost savings... basically proving the auto journalists right... and I'm not sure it would have the desired impact regardless. Let's face it... the interiors in the current crop of cars most popular with the 25 to 40 crowd aren't as nice as the Corvette's interior but that didn't stop them from buying the Evo. Bad press, however, might have that effect.

-Mac

 

[SnakeDr]

I'm not sure I agree Mac.

A month ago I stopped into my local Chevy dealer to have them replace the gear in the headlight motor assembly on my ZR-1. While they were working on it, I had the chance to check out a 2013 Grand Sport. I sat inside. I was actually impressed with the quality, fit and finish of the interior. I thought the seats were very comfortable and the ergonomics excellent.

If you were to compare it to a Porsche or Ferrari, maybe it's not quite up to par...but take a look at the price difference. In my opinion, I think that American automotive journalists have been over critical when it comes to the current Corvette's interior.

Sent from my SCH-I535 using Tapatalk 2

"If you were to compare it to a Porsche or Ferrari, maybe it's not quite up to par...but take a look at the price difference. In my opinion, I think that American automotive journalists have been over critical when it comes to the current Corvette's interior."

Agreed. If GM can close the gap interior gap with the C7, what is left to improve?

 

[KANE]

GM needs to market the Brand in the social networks and vid games and anywhere else the kids are trending or racing these days......30 somethings don't have to buy new.....just my opinion.....

I've never bought a new Vette- only new to me Vettes.



I still think the issue is with the balance between the price point of a great car and profitability on many cars. GM wants to keep it a profitable car that meets the needs of a target demographic. Relative affordability has always been a staple of the brand as has been technological and performance levels that surpass the price point.



We'll see. I also don't think it matters too much at this point what our conversations around the water cooler look like- the C7 is set.

 

[SnakeDr]

So here's my feeling on this:

Over the years, I've said it before and I'll say it again: I like the fact that I don't see a Corvette around every corner like I do with the Mustang. Personally, given the way the majority of people drive these days, especially younger generations with their noses in their cell phones while they're driving, I wouldn't want to see them handling a car as powerful or as capable as the Corvette is.

However, with that said: I also understand that the Corvette needs to remain profitable and marketable within GM's automotive portfolio. So here is what I propose:

GM has done an awesome job with building a few different models of the C6...from the base model to the Grand Sport, Z06 and ZR1.

I would like to see GM move the model lineup down the price range. Make the base model attainable to the 30+ population. Make the engine output around 300hp. Next...the Grand Sport model...higher price...400+ hp...then the Z06...the ultimate track Corvette...lighter weight than the base model or Grand Sport...limited options that would weigh the car down...500+ hp.... $85k+ price...and finally...the ZR1...the ultimate Corvette based off the Z06 with the same light weight construction but with more options and the highest hp to make it the ultimate GT/track car depending on how you option it. Price it at $100k+.

This, to me, would be the ultimate Corvette business model to move the car down stream for younger generations but keep it obtainable for the older generations with more money, wisdom, and driving experience.

Sent from my SCH-I535 using Tapatalk 2

Not a bad idea for the product line. The question is 300+ hp from a V8 or V6. Younger buyers appear to gravitate towards cars with smaller, nimble handling, higher revving engines and options that compliment there tech gadgets. Younger buyers may also like low power exhaust exhilarating cars that give the illusion of speed.

The Corvette strong point is its chassis technology. The base model:
- Build a base model with a Infiniti FX35 like sound and performance V6 but more ferocious or a truck like 4.5 L V8 both backed by a modern transmission.
- Drop the electronic suspension or use a C4 like system.
- Base leather interior.
- Hard top only (no targa or removable roof).
- Retain heads up display and a top notch entertainment system which supports blue tooth, ipods etc..and beyond.

 

[KANE]

The Corvette strong point is its chassis technology. The base model:
- Build a base model with a Infiniti FX35 like sound and performance V6 but more ferocious or a truck like 4.5 L V8 both backed by a modern transmission.
- Drop the electronic suspension or use a C4 like system.
- Base leather interior.
- Hard top only (no targa or removable roof).
- Retain heads up display and a top notch entertainment system which supports blue tooth, ipods etc..and beyond.

;squint:

I like where you are going, SnakeDr! Really, an IRS and traction control is about as much as it needs. AC, cruise, a good stereo is fine- and a MANUAL TRANSMISSION only option would be great too. Position it as a sportsman model that is fully upgradeable to the next level up.


Oh- and analog gauges.


How about swapping the V6 idea out for a truck motor. It's been done before. Bring back the L-48 or get close to it with the LM7!

 

[SnakeDr]

;squint:

I like where you are going, SnakeDr! Really, an IRS and traction control is about as much as it needs. AC, cruise, a good stereo is fine- and a MANUAL TRANSMISSION only option would be great too. Position it as a sportsman model that is fully upgradeable to the next level up.


Oh- and analog gauges.


How about swapping the V6 idea out for a truck motor. It's been done before. Bring back the L-48 or get close to it with the LM7!

Take the mid-range\best features of the C4, C5, C6, C7 and mix/match to come up with the new C7/C8 base model. Use a steel frame if its cheaper or go with the current C7 base chassis. Since the target horsepower is 300 hp all other chassis hardware can be right sized to that power output.

However the main thing to get rid of is the targa top and possibly retain the hatch back. The younger buyers need as much exposure as they can to a Corvette. Due to the extreme weather events in certain parts of the USA or the rest of the planet its best not to have a targa top. Your entry level buyers probably do not own a home or have a garage, especially with the new economic climate in the USA. Because the car is getting more and more electronics, the NEW base Corvette needs to be weather tight for a 10, 15, 20 plus year time span without maintenance. Remember a lot of fans get introduced to the Corvette based on a used car purchase. Younger buyers can't afford to purchase $700 to $1000 removable targa tops that fly off into the wind by accident. Good used C4 targa tops getting harder to find second hand.

Let's face the facts. There are a number of C4 (and now C5) ruined from a leaky targa top.

With that said there are C4 and C5 on ebay from time to time with close to 200,000 miles.

 

[6 Shooter]

Nuff said...

 

[steveb01z06]

The Vette is not the equal of Ferrari or Porsche? Are you forgetting those magazine comparison tests that recently were conducted at race tracks, putting the Vette either on top or a close second in lap times? This had to have been humiliating to high-end manufacturers who live off their performance reputation. You might as well say that you decided to buy a Rolls Royce instead of a Lamborghini because of the interior.

And don't think that the Vette was faster because of its' big powerful engine: it was decidedly slower than the other cars in a straight line.

If you are looking for a statement that you have financially arrived, then yes, the Vette is a slacker, but I have found it to be extremely gratifying to be able to show my tail lights to much more expensive, presumably superior vehicles.

 

[vettedreamer]

Relative affordability has always been a staple of the brand as has been technological and performance levels that surpass the price point.
I agree with your statement, but like many young buyers, set on getting a 'Vette
(Relative affordability) hits home when they find out about Insurance premiums.
Then, they drive away in their new Cobalt.

 

[steveb01z06]

I thought the Cobvalt was out of production, but I liked the car anyway, especially the SS.