GM buying more ads for the Corvette to attract younger buyers

Article by Christian A., on July 25, 2011

General Motors is taking efforts so that the younger market, a/k/a the millennials or the 11- to 30-year-olds that make up a segment that is growing quickly, will get to know its products. GM has launched an event at its Renaissance Center headquarters that will last about a week.

MTV personalities will host a series of seminars that will have experts and young people talking about how this group views cars and how they select brands. These seminars will also discuss their motivations and inspirations.

It’s estimated that 800 GM employees will attend, varying from the engineers and designers to those in marketing. GM said that it would be the first time that it has tasked this many employees to make a single buying demographic aware of its products.

John McFarland, senior manager of global strategic marketing at GM, said that this generation is the largest group that the company has seen. He explained that GM is working to understand this generation as a way for the company to improve its services.

A 2009 study by consulting firm Deloitte said that by 2020, the millennial generation will account for up to 40% of the car-buying market. Some of the sessions are: "Millennials Open for Business: A Look at an Enterprising Generation," and "Beyond Diversity: Millennial Identity."

For the 2008 model year, the Corvette is available in a wide array of exterior colors, including two new premium finishes: Jetstream Blue Metallic Tintcoat replacing Le Mans Blue Metallic, and Crystal Red Metallic Tintcoat replacing Monterey Red Metallic Tintcoat.

Coupe, Convertible and Z06 models of the 2008 Corvette are available with the new Custom Leather-Wrapped Interior Package, which includes a two-tone, leather-wrapped upper and lower instrument panel, seats and door pads. The package also includes padded door panel armrests, unique center trim plate with Bias pattern, "Corvette" lettering embroidered on passenger-side dash pad as well as embroidered crossed flags logo on headrests. The Custom Leather-Wrapped Interior Package allows customers to choose from either Linen or Sienna exclusive colors, featuring a distinct color breakup.

All 2008 Corvette models feature a new wrapped instrument panel center trim plate, with the shifter and cupholder in bright surrounds. The new Corvette also features new metal-finish door sill plates and a new lighted control knob for the available Magnetic Selective Ride Control. Likewise, all Corvette models are provided with standard features that used to be optional or part of equipment packages.

These features include auto-dimming rearview mirrors (with compass), OnStar (with available Turn-By-Turn Navigation) as well as XM Satellite Radio. Also standard are new Keyless Access fob and audio input jack on all radio systems (except navigation). Personal Audio Link could be availed as a dealer-installed feature with the navigation system.

The new Corvette is easily recognizable through its dramatic fender forms, distinctive grille flanked exposed headlamps (fixed Xenon high-intensity discharge headlamps), as well as its tapered rear deck and fascia. On its lean rear end, the new Corvette is marked by round rear lamps and center-exit exhaust. The coupe versions are considered as the most aerodynamic Corvettes so far, as they boast of a very low coefficient of drag value of 0.286 Cd.

On the other hand, the 2008 Corvette Convertible is provided with an easy-to-operate manual top as standard, as a power-operated soft top that comes with the 3LT package. Both the manual and power-operated tops employ a five-layer fabric that conceals the underlying structure, and at the same time helps preserve the convertible’s superb aerodynamics while reducing road noise.

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