Chevrolet Spark changed consumer view of the brand

Article by Anita Panait, on June 26, 2013

Consumers in United States have always seen cars build by Chevrolet as being gas guzzlers. This could be the reason why many of them shy away from any of Chevy's products. The brand's parent, General Motors has been forced to create or bring in vehicle products that could inevitably change consumers' perspective on Chevrolet.

Then GM brought in the Chevrolet Spark, which design was lead by the carmaker's designers based in South Korea where small cars are much more popular. GM launched the Chevrolet Spark in the US in June 2012, and the end of May 2013 marked the first year of the car's presence and success in the country. From June 2012 to May 2013, GM sold 26,869 Sparks in the US, surpassing GM's initial expectations by up to 35 percent, a person familiar with the carmaker's internal planning told Bloomberg.

GM also sold 14,484 Sparks in the US in the first five months of 2013.

In the global stage, GM sold 275,228 Sparks in 2012. The Spark even ranked No. 2 for quality in its segment in J.D. Power & Associates' Initial Quality Study.

The popularity of the Spark proved two things -- it has the ability to help change consumers' perspective on Chevrolet; and it has the power to draw in more buyers for GM. Chevrolet Spark starts at $12,995 including transportation, and could contain a number of features typically found on bigger units like Bluetooth connectivity and keyless entry.

The Chevrolet Spark is set to follow the Cruze’s example in challenging the norms. The Cruze was known for challenging the notion that small cars have not-so-high expected value. Now, the Spark is out to challenge the notion of a how affordable mini cars should look and feel, as well as drive.

At a glance, the Chevrolet Spark looks like a three-door hatchback, not as a five-door model. This is because the handles of its rear doors have been integrated to the C-pillar area. This design also allowed the Spark to don a sportier look that doesn’t compromise comfort and utility typical of four-doors. Located just above the rear hatch door is an integrated spoiler that doesn’t just make the new Spark look sportier but also helps improve its aerodynamics and fuel efficiency.

Chevrolet has given the Spark a wheels-at-the-corners stance, which is underlined by its standard 15-inch alloy wheels. The new Spark now features a new grille and front fascia as well as a longer rear fascia. Its headlamps and rear lamps have been modified. Likewise, Chevrolet provided the new Spark with redesigned outside rearview mirrors.

The new Spark now comes with a matching rocker panel molding as well as details around the poke-through exhaust outlet and around the fog lamps. It also boasts of chrome brightwork at the beltline and liftgate handle trim.

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