2012 Detroit Auto Show: Chevrolet Tru 140S Concept is an affordable exotic

Article by Christian Andrei, on January 9, 2012

Besides the Code 130R Concept, Chevrolet also unveiled the Tru 140S Concept at the 2012 Detroit Auto Show. Apparently, this concept is a front-wheel-drive “affordable exotic” four-seat sporty coupe based on the same platform as the Chevrolet Cruze and the groundbreaking Chevrolet Volt electric vehicle with extended range.

Regarding the design, the new Tru 140S Concept features the well-known Chevrolet front grille design seen also on the 2013 Malibu and comes in an all-new matte white with Chevy performance chrome wheels featuring crossflag emblems.

The concept looks confident exotic, expensive and fast. Chevrolet says that its designers wanted to demonstrate with the Tru 140S that technologies found on more expensive cars, including direct injection and a starter-based stop-start technology, can also be found in cheaper cars.

Just like the Code 130R Concept, the Tru 140S comes with a special interior described by the word connectivity, as the driver is able to stay connected by integrating their personal devices through MyLink and WiFi enabling the vehicle to be their own docking station.

At the 2012 North American International Auto Show, Chevrolet launched two concept coupes that target next-generation buyers. The interior of these concept coupes feature customizability and connectivity – two qualities that the next-generation drivers consider essential.

Frank Saucedo, director for GM North America’s Advanced Design Studio, where the two concept coupes were developed, reiterates that the new generation of buyers prize connectivity in their cars, which means being able to stay connected by having their personal devices integrated into their vehicle as one docking station through MyLink and WiFi. He says that the concepts’ interiors currently exist only in 2D and this gives them the flexibility to continue their discussion and encourage more dialogue in terms of developing these concepts.

The two concept cars will travel from Detroit to major auto shows, lifestyle events, college campuses, and other relevant venues. Chevrolet will also engage customers to use social media tools to reach young drivers.

According to John McFarland, Chevrolet Global Marketing Senior Manager, there is a great opportunity for Chevrolet as the company can successfully engage the young generation of customers. McFarland, who heads youth research, adds that the brand wants to build meaningful and authentic relationships with the young customers on their terms and to hear what the young people have to say, as well as engage them in the design process and eventually be able to deliver what they really want.

Press Release

Chevrolet Tru 140S 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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