GM wants dealers to buy Civics and Corollas for Chevrolet Cruze comparisons

Article by Christian Andrei, on September 2, 2010

Later this month, Chevrolet will launch the 2011 Chevrolet Cruze compact. In preparation for this, Chevrolet’s 3,000 dealerships were asked to buy competitors' vehicles for test-drive comparisons. Chevrolet is urging dealers to put a Toyota Corolla and Honda Civic on site so that potential buyers can instantly compare the Cruze against its segment rivals.

At a media event in suburban Detroit, Margaret Brooks, Chevrolet small-car marketing director, said that Chevrolet expects that potential buyers will have a favorable view of the Cruze. At this media event, Chevrolet asked reporters to test drive Corollas and Civics at the site, after the Cruze.

Brooks revealed that Chevrolet has a major advertising and marketing campaign for the Cruze. However, she declined to provide more details about the campaign or its budget.

The Cruze, which is sold in 60 countries, received maximum scores in European front- and side-crash tests. US crash tests have not yet been done.

The Cruze Eco model leads the segment with 40 mpg on the highway, according to Chuck Russell, Cruze vehicle line director. Powering the Eco model is a turbocharged, 1.4-liter four-cylinder engine with a standard six-speed manual transmission.

Russell said that the Cruze offers more shoulder room than the Corolla or Civic. This model also features 10 airbags, a plush interior and sound-deadening glass.

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