Older Americans aren't buying many small vehicles, but Chevrolet has rolled out an online tool to help younger consumers find and consider such models as the Sonic, Spark and Trax.
A new site, to be called ChevySmallCars.com, is aimed at "a younger, more socially savvy buyer,” according to Steve Majoros, Chevrolet director of cars and crossovers. “We’ve introduced a lot of new vehicles in the last few years and the new website is a great way to expose a portion of our portfolio that not everyone knows about.”
The three small models accounted for 6.7% of Chevrolet's U.S. sales of 656,172 this year through April. The Trax, a subcompact crossover, is doing quite well, as its year-to-date sales are up 39% to 18,237. But sales of Sonic and Spark are 11% and 36%, respectively.
ChevySmallCars.com will offer content for younger consumers and will try to allow visitors to engage and discover Chevy on their own terms. At the heart of it is “Small Talk,” three short webisodes featuring the Sonic, Spark or Trax, produced by "Funny Or Die" and hosted by comedian Al Madrigal.
Other elements include a feature called ”Sonic Sessions,” in which various musical acts perform a song in a Sonic.
Another offering, ”Find Your Smallmate,” gives visitors the opportunity to take a quiz and, based on their answers, matches a small car to their personality.
