Chevrolet launches small-car website to make a link with young buyers

ChevySmallCars.com, a “lifestyle-oriented” site devoted to the Spark minicar, Sonic subcompact vehicle and Trax subcompact crossover, is focused on more youthful automobile buyers, who are most likely to purchase the automobiles than other groups.

The site includes a test to figure out which of the 3 vehicles make one of the most sense for the user and short videos produced by Funny or Die featuring comedian Al Madrigal, and other features.

The launch comes as need for small cars subsides in the wake of cheap gasoline and the appeal of crossovers and SUVs. Sales of the Sonic have been decreased by 11 percent on the year through April to 17,729 automobiles, while Glow sales have actually decreased 36 percent to 8,237 cars. Sales of the Trax crossover have been increased by 39 percent to 18,237.

The website is targeted at the “younger, more socially savvy” consumers that the 3 vehicles target, said Steve Majoros, Chevrolet’s director of automobiles and crossovers, in a statement.

“Sonic, Spark and Trax customers are most likely to be first-time new automobile purchasers and typically are more likely to stick with the brand as their needs and way of life changes and they have to go up to a larger sedan or SUV,” Majoros said.

Chevrolet also stated it would partner with media outlets with more youthful audiences, such as Complex,. Mic and Thrillist, to promote its small automobiles.

Other functions on the website consist of a car customizer, a mix tape featuring three “up-and-coming” musical artists, an episode of comedian John Hodgman’s popular podcast and a video of a band carrying out a tune inside a Sonic.