2012 Detroit Auto Show: Chevrolet Code 130R Concept breaks cover

Article by Christian Andrei, on January 9, 2012

Chevrolet introduced today two new concepts at the 2012 Detroit Auto Show: the Code 130R and the Tru 140S. Although both vehicles have dumb names, we have to admit that they do look interesting. The Code 130R Concept is a four-seat coupe with a simple upright profile, that comes in an all-new red metallic paint and with matte anodized gold wheels.

The new car seems to be a rival to the Subaru BRZ and the Scion FR-R as it features heritage performance-inspired styling and rear-wheel drive.

Moreover, the Code 130R features an aggressive front fascia, the Chevrolet fender flares, straight body side and Chevy crossflag emblem. GM says that the Code 130R Concept makes a link to Chevrolet’s performance heritage. The Code 130R features an unspecified turbocharged engine that was tuned to work in tandem with the eAssist technology. This means that the engine will feature Start/Stop technology being able to shut off at stops.

Looking at the interior, you will see that buyers will be able to personalize their vehicles with the connectivity, personalization, and concepts they find.

Saucedo says that the Chevrolet Code 130R will allow buyers to stay connected and even connect their own smartphones, tablets and devices using Wi-Fi and MyLink, making the vehicle double as their personal docking stations.

And since the interiors are rendered two-dimensionally, this means that there is flexibility to include more concepts into the interior as buyers demand for them. Both concept cars will also be seen in major auto shows, college campuses, lifestyle events and other events and venues. Chevrolet also plans to use social media and relevant tools to engage young customers.

Chevrolet Global Marketing senior manager John McFarland says that there is a big opportunity for any car company that can engage customers from this generation. McFarland also heads the youth research for Chevrolet and he explains that they wanted to build meaningful and genuine relationships with these customers, and listen to their demands as well as involve them in the design process. This will help them give customers what they want, instead of what the brand assumes they want.

Press Release

Chevrolet 130R Concept

Chevrolet introduced two concept coupes at the 2012 North American International Auto Show aimed at inspiring next-generation buyers to take the wheel and suggest ideas for a car they can co-create.

"Chevrolet has always stood for making the aspirational attainable for all generations" said General Motors North America President Mark Reuss. "These two concepts interpret that vision for a new generation. We're seeking out our newest customers' opinions, listening to their advice, and engaging them in new ways."

According to U.S. Census data, there are 80 million American consumers approaching 30. They represent 40 percent of today's potential car-buying public and a combined $1 trillion in purchasing power.

Over the past year, Chevrolet has conversed with young consumers across the United States. Based on their feedback, the Chevrolet concepts explore the styling and functionality this group of new buyers says they are looking for in a car.

Chevrolet Code 130R, the first Chevrolet concept, is a four-seat coupe with a simple upright profile. Painted in an all-new red metallic paint with matte anodized gold wheels, Code 130R features heritage performance-inspired styling and rear-wheel drive. With an aggressive front fascia, Chevrolet fender flares, straight body side and Chevy crossflag emblem, Code 130R makes a link to Chevrolet's performance heritage.

Code 130R's designers conceived the turbocharged engine to be tuned to work in tandem with eAssist technology. By shutting off the engine at stops, recapturing braking energy, and smoothing torque during acceleration, this concept takes automotive electrification to the next level and balances turbocharged performance with fuel economy.

Chevrolet Tru 140S, the second Chevrolet concept is a front-wheel-drive, "affordable exotic" four-seat sporty coupe. The three-door hatchback was designed to be an attractive-yet-affordable sports car. Shown in an all-new matte white with Chevy performance chrome wheels featuring crossflag emblems, Tru 140S is designed to look confident, exotic, expensive and fast. Tru 140S is based off the same platform as the Chevrolet Cruze and the groundbreaking Chevrolet Volt electric vehicle with extended range.

Tru 140S designers want to demonstrate technologies typically found in more expensive cars, including direct injection and a starter-based stop-start technology, balancing internal combustion and electrification to deliver high value and improved fuel economy.

The concepts share attributes younger buyers say they value:

Sedan-sized functionality in performance coupe form that seats four passengers
Interior connectivity and convenience featuring innovative storage, WiFi, smart phone integration with Chevrolet MyLink and heads-up display
40 MPG with a 1.4L Turbo Ecotec engine with approximately 150 horsepower
Possible production price range in the low $20,000s
"Young customers tell us they want functionality with coupe-like aesthetics. Both the Code and Tru body styles resonated with this audience," said Frank Saucedo, director of the GM North America Advanced Design studio in Los Angeles where the two concepts were developed.

Inside the concepts, connectivity and personalization enable the individualization that the generation says is essential.

"This buyer prizes connectivity. Allowing them to stay connected by integrating their personal devices through MyLink and WiFi enabling the vehicle to be their own docking station," said Saucedo. "The interiors currently exist in 2D only. This allows us the flexibility to continue the discussion and encourage more dialogue as we continue to develop these concepts."

From Detroit, the pair of Chevrolet concepts will travel to major auto shows, key lifestyle events, one-on-one experiences and other venues such as college campuses. Chevrolet also will engage customers using the social media tools that young consumers use to talk with one another.

"For the car company that can successfully engage this generation, there is a tremendous opportunity," said John McFarland, senior manager for Chevrolet Global Marketing, who heads youth research for the brand. "At Chevrolet, we want to build authentic and meaningful relationships with these customers on their terms. We want to hear what they have to say, engage them in our design process, and give them what they want - not what we think they want."

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