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Chevrolet Targeting Millennials with Pair of Auto Show Concepts

Cracking the code for a new generation.

by on Jan.09, 2012

The Code 130R is one of two Chevrolet concepts testing the market among Millennials.

Baby Boomers, step aside.  There’s a new generation of car buyers entering the market and Chevrolet wants to win them over.

They’re the target audience for a pair of distinctive concept vehicles General Motors’ largest brand is debuting at this year’s North American International Auto Show.  Small, high-tech and fuel-efficient, they’re decidedly not the sort of products that Chevy has traditionally thrown at the Boomers, today’s largest automotive buying group.

“There’s a pretty significant shift in how people are viewing automobiles and transportation, in general,” suggests John McFarland, Chevy’s senior manager of global marketing.

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McFarland says he and other members of his team have already met with over 9,000 Millennials in the process of developing the two concepts, dubbed Code 130R and Tru 140S, that are making their debut at the Detroit Auto Show.  Whether they actually connect with potential buyers in the youngest buying group remains to be seen but they could be in production in less than two years, has learned.