Chevrolet Cobalt Is the Most Buzz-Worthy Car for "Gen Y" Youth Market
One of Chevy’s latest introductions keeps generating buzz among the "Gen Y" crowd. In the latest 2006 AutoVIBES Demographic survey conducted by Harris Interactive ® and Kelley Blue Book Marketing Research, the Cobalt was cited as the most "buzz-worthy" new vehicle by "Gen Y" interviewees.
The annual AutoVIBES Demographics reports provide significant insight into the diverse vehicle shopping preferences and opinions of people from different age groups, ethnicities and segment vehicle consideration. The "Gen Y" study focused on individuals born between 1977 and 1986.
"The results of the AutoVIBES Demographics reports help manufacturers like Chevy understand what vehicle shoppers of all ages, ethnicities and consideration groups are thinking about recent new-model launches," said Rick Wainschel, vice president of marketing research and brand communications for Kelley Blue Book. "For example, now that Chevy knows the Cobalt is buzz-worthy among the Gen Y crowd, the company can more easily target marketing campaigns and messaging toward that age group."
More than 212,600 Cobalt units were sold in 2005. The car delivers the greatest number of buyers under the age of 34 among all GM vehicles.
Younger buyers can experience Cobalt at showrooms, and also during Chevy test drive activities linked to tuner tours around the country, including the youth-oriented "Hot Import Nights" national circuit of events. Also building "buzz" for the nameplate are supercharged Cobalt race cars that in 2005 debuted in the sport compact road racing circuit and have broken several records with up and coming young drivers such as Gary Gardella and Marty Ladwig at the helm. Additionally, Cobalt’s expanding roster of accessories, including the recently introduced "Stage 2 Kit," which allows owners to increase its horsepower, responds to the vehicle personalization trend embraced by younger buyers in recent years.
First launched in 2004, the Chevrolet Cobalt was developed to offer a strong value proposition in terms of price and segment-leading attributes like horsepower/torque, range of options and accessories. With a starting price of $12,990, it is offered as a two-door coupe or four-door sedan. The sedan is available as LS, LT, LTZ and SS performance models. For the 2006 model year, Chevy introduced the SS Supercharged coupe with a supercharged engine, firmer sport suspension and features like leather seats with color inserts, 18-inch allow wheels and a boost gauge.
The Chevy Cobalt has earned Consumer Guide’s 2006 ’Recommended Buy’ designation and was selected by the Insurance Institute for Highway Safety (IIHS) as a "Best Pick" in frontal crash tests.
Cobalt is one of three totally new small vehicles introduced by Chevrolet over the past 2 ½ years. Together with Chevy’s HHR small utility introduced in 2005 (starting price of $15,995 and named by kbb.com among "Top 10 Coolest Cars" for 2006) and the popular Aveo entry-level car (starting price of $9,890), Cobalt is attracting a large number of new customers and first-time car buyers to the brand.