For one last year, fleet customers will have the chance to buy the current Chevrolet Impala as its replacement will be sold mainly to retail consumers. Chevrolet marketing chief Chris Perry disclosed during a media launch of the next-generation Impala that the fleet-only model, the 2013 Impala Limited, will probably be produced until spring 2014.
According to Perry, the redesigned Impala will be rolled out to showrooms by mid-April. General Motors is capitalizing on the popularity of the Impala among car-rental firms and fleet buyers who seek an inexpensive big car with generous gas mileage by extending the life of the older model.
Extending the life of the no-frills sedan also allows Chevrolet to re-position the new Impala as a stylish and higher-priced offering that would serve as its flagship sedan. According to Perry, the Impala has become more of a fleet car over the last several years, allowing Chevrolet to meet the demand of its fleet customers.
In 2012, fleet buyers accounted for almost 75 percent of the 169,351 Impalas that Chevrolet sold. Perry expects retail buyers to account for around 70 percent of the sales of the redesigned Impala. GM will launch advertising for the 2014 Impala in early April by acquiring commercial slot on men’s college basketball Final Four and the first week of Major League Baseball, Perry disclosed.
Chevrolet offered a preview of the Impala creative work in February when its no-frills sedan was featured in a two-minute, anthem-style commercial that also showed four other Chevrolet nameplates. The standalone Impala commercials will include the same black-and-white motif set to Frank Sinatra’s “Fly Me to the Moon,” and features a tuxedo-clad man pulling up to the entrance of a country club.