Young Buyers Spark Chevrolet Small Car Sales


DETROIT — Chevrolet’s small and compact car sales are up 229 percent year over year, from the second quarter of 2010 to the same quarter this year, evidence of the brand’s continuing success in attracting buyers of all ages including millennials, whose purchase priorities include advanced technology, fuel economy, functionality and affordability. 

Chevrolet’s share of buyers under 35 continues to increase year over year, led by vehicles such as the Cruze, Sonic, and, most recently, the Spark mini car. Leading the segment is the Cruze, which is among the top-selling Chevrolet vehicles to those under 25. One in four Sonic and Spark buyers are also under 25, while almost six in 10 buyers of those cars are new to Chevrolet.

“The opportunity this new generation represents is enormous,” said Cristi Landy, Chevrolet marketing director, Small Cars and Electrified Vehicles. “The only way for Chevrolet to deliver the products, technology and services they want most is to really listen to what is important in their lives today and help enable them to reach their full potential.”

Part of this dialogue happens online through Chevrolet’s social media channels. Successful online campaigns, including the Effie-winning Sonic “Let’s Do This” campaign, propelled the Sonic to the forefront with young buyers. Chevrolet’s newest campaign features the Cruze Diesel through lighthearted Vine videos on Twitter that last less than seven seconds each. Chevrolet is the first automotive manufacturer to use the Vine platform for an original advertising campaign.  

Research shows that younger buyers rank vehicle technology among the top features influencing purchase decisions. Both the Spark and Sonic feature Chevrolet MyLink infotainment systems powered by smartphones including apps such as BringGo Navigation, Pandora, Tune in and Siri in Eyes Free Mode, which helps them stay safely connected at a fraction of the price of in-dash navigation.

Chevrolet dealers also play an important role in helping to better understand the wants and needs of the younger buyers. By providing access to resources, such as credit, dealers are helping to make the process of purchasing a car easier.

“Nearly four in 10 millennial buyers are purchasing within the compact car segment,” said Dora Nowicki, Chevrolet Sonic marketing director. “As a brand, we recognize the importance of partnering with next-gen buyers and engaging with them before, during and after purchase.”