Hooray, the Corvette turns 60 this year! And, according to sales figures, so are its consumers.
Despite lofty performance at a discount price, the Corvette’s consumer base is aging at a rate that is worrying General Motors—particularly because young people aren’t snapping them up either. Sales of the current generation have been less than those of the fifth-gen, despite increases in power and decreases in weight and price.
“Maybe we got a little complacent,” said Harlan Charles, Corvette product marketing manager,. “Maybe we need to tell the younger generation about just how special the Corvette is.”
Given the Corvette’s stereotypical denim-jacket status as a midlife-crisis car—rivaled only by, say, Floridan real-estate developers in base-model Porsche 911 Carrera convertibles—GM is launching a full-on media assault on television and other outlets including Facebook, which is supposed to be popular with kids these days. As the seventh generation Corvette is set to be due soon, this effort should hopefully sway kids into thinking that their dad’s cars aren’t just leaf-sprung, straight-line, pig-handling, automatic-transmissioned toupee transporters in the neverending “imports rule, domestics drool” battle.
Because they’re not.
[Source: Left Lane News]