You are viewing this article in the archives. For the latest breaking news and updates in Ann Arbor and the surrounding area, see
Posted on Mon, Jan 9, 2012 : 12:48 p.m.

GM reveals Chevy concept vehicles aimed at Millennial generation

By Nathan Bomey

(For live updates from the Detroit auto show, click here.)

General Motors is targeting Millennials with a simple strategy: asking what they want.

The Detroit-based automaker today introduced two Chevrolet concept vehicles, describing the four-passenger coupes as a response to extensive research into the mindsets of young car buyers.


General Motors today introduced two concept vehicles, including the Chevrolet Tru 140S.

Melanie Maxwell |

GM views Millennials — otherwise known as Generation Y, or consumers born during the 1980s — as crucial to its long-term health.

The company today revealed the Chevrolet Tru 140S and Chevrolet Code 130R — two concept cars designed using feedback from young car buyers.

“Today’s younger generation will be a driving force in the automotive market in the years ahead,” said Mark Reuss, president of GM North America.

Reuss said Chevy research indicates that young buyers are “attracted to coupe styling, but they want to be able to take their friends when they go someplace.”

The Tru 140S and Code 130R reflect GM’s bid to generate buzz among young buyers and make the Chevy brand more youthful.

But if the early reaction to the concept vehicles is any indication, it could be a tough road.

“If this is our future, somebody needs to please shoot me now,” wrote Ray Wert, editor of the popular auto blog Jalopnik, part of the Gawker Media network.

Nonetheless, John McFarland, Chevrolet’s senior manager of global marketing strategy, said it’s important for Chevy to connect with young consumers, who are increasingly likely to say they don’t need a car.

McFarland said the prevalence of social networking through sites like Facebook “may explain why fewer people are getting their driver’s licenses as soon as they turn 16.”

“Their digital worlds provide social experiences that were previously only possible by leaving your driveway,” he said.

Chevy’s research indicates that 42 percent of the nation’s 80 million residents under age 30 are “interested in cars.”

But they’re “waiting for a brand that truly gets them and is able to capture their hearts,” he said.


This image released by GM shows the Chevrolet 140S concept vehicle.

Photo courtesy of General Motors


This image released by GM shows the Chevrolet Code 130R concept vehicle.

Photo courtesy of General Motors

Contact's Nathan Bomey at (734) 623-2587 or You can also follow him on Twitter or subscribe to's newsletters.



Fri, Jul 20, 2012 : 11:01 a.m.

The concepts are interesting but the styling doesn't work. The front wheel drive coupe looks interesting much more so from the rear. The rear drive car doesn't look finished. While it may be a great drive you would have to forget what it looks like to be comfortable driving it.Unfortunately I only am interested in cars that I can look at and lust after. Don't copy The Japanese or Korean (Which mostly suck) or even the European designs but look at GM successful designs and evolve from there.


Mon, Jan 9, 2012 : 6:29 p.m.

A small RWD car with decent mileage? Sign me up for the 130R. Another boring FWD with faux sporty looks in a crowded market of similar 'concepts'? I don't see any need for the 140S.


Mon, Jan 9, 2012 : 9:48 p.m.

A small RWD car requires another GM platform; that's expensive. None of the American automakers offer a compact sport coupe--the Mustang, Camaro and Challenger are too big. Any compact sport coupe, even front wheel drive, is preferable to nothing.


Mon, Jan 9, 2012 : 6:33 p.m.

I would take the 140 if it was mid-engine. Toyota MR2 is a fun car given its light and balanced weight.