After close to sixty years on the market, the Corvette saw the lowest sales last year with only 12,624 units sold. The Corvette needed a pick-me-up and it needed one fast. As it turns out, Chevrolet may be having a bit of trouble coming up with the right formula to pull the iconic sports car out of the sales gutter.
Over the past few years, the seventh generation Chevrolet Corvette has been the butt end of all kinds of strange stories. Some said it would be a production version of the Stingray Concept and some said it would adopt an all-wheel drive system or a turbo engine, but the fact of the matter is that General Motors has been having some trouble adopting the right design language for the next Corvette.
In a recent interview with Automotive News, Ed Welburn, GM’s Global Design head, said that designing the next Corvette has been a real challenge: "Everyone wants to design a Corvette, but it is hard work. Finding that right balance is a challenge. You want it to be a new design, but it needs to be recognizable as a Corvette. You don’t want to be the guy who screwed it up."
The new design needs to be just right for sales to increase and Chevrolet is hoping to do that by making "a bit of a shift to appeal to younger customers." Of course, Welburn didn’t say how that shift would be made.
We sure hope they figure things out quickly; the new Corvette is scheduled to debut sometime in 2013 as a 2014 model. Hey, maybe we should email our rendering to Welburn. Then again, we wouldn’t want to be "the guy who screwed it up." Good luck, Welburn.