By on November 1, 2011

Having royally pissed off all of cyclist-dom with a tone-deaf, multi-brand ad in college newspapers, GM just so happens to have a concept car for the SEMA tuner show featuring a mountain bike. Not that the two are in any way related though, as NASCAR racer Ricky Carmichael is the creative force behind the concept. The 15-time American Motorcycle Association champion explains in a Chevy press release

The car looks so cool, colorful and fun to drive. I live my life on the go and this Sonic really represents that active lifestyle and my desire to have fun when I’m off the race track.

See? Cycling is cool… as a hobby. On the other hand, maybe the bike just a way to escape the photoshopped beach when this slammed Sonic inevitably gets stuck in the sand. Or perhaps it’s there as a reminder that even if you want to drive a Sonic you may be stuck on a bike, as Automotive News [sub] reports that GM has to idle production of the subcompact for two weeks over a parts shortage. Either way, it’s an improvement on shaming cyclists into buying cars.


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13 Comments on “What’s Wrong With This Picture: GM Hearts Cycling After All Edition...”

  • avatar

    Trying to get people to drive cars by associating it with not driving. Interesting marketing.

  • avatar

    Stuck in the sand?

    Obviously forgot about Daytona Beach, which is packed tightly enough to have hosted NASCAR races and speed-record runs before the speedway was built. Cars and other wheeled vehicles can still drive on it.

    Of course, it’s best to be going in a reasonably straight line. The turns at either end of the half-paved (Highway A1A), half-beach circuit got a little dicey after a few laps wore into the sand, but races were held there regularly until the tri-oval opened in 1959.

  • avatar

    Well technical that is a mountain bike, but the set designer of this photo clearly didn’t know that. Given that the seat is low and tilted back, and that the bike is a “radical” green, it’s suppose to be a dirt jumper, which is a bike for radical teenagers to just things and stuff. It’s technically not one because it doesn’t have a front suspension.
    Whereas, the bike in college newspaper ad was a road bike (or commuter bike), which is used to standard college students or hipsters.

    • 0 avatar

      Yeah, I wouldn’t call that a bike for cycling. You don’t actually use it to go anywhere. It looks more like a trials bike. The bike in the other photos is a downhill mountain bike, though. Being an XC racer, part time roadie (for training only), and full time snob, I tend to stick my nose up at bikes that are designed to be pulled to the top of a mountain via chair lift instead of pedaled there.

      Chevy Sonic – plenty of room for your extreme bikes, mountain dew, and DC hats.

      (this is all in jest, btw. if those bikes are your thing, more power to you. I don’t have the nerve to do some of that ridiculous downhill stuff nor the skill to balance on one wheel atop a tractor tire. I can pedal like a madman, though!)

      • 0 avatar

        I ride XC myself (Orbea, full XT, FOX) and raced in high school.
        Now that I think about it, a lot of teens use trails and BMX bikes for commuting because “it’s cool”.

      • 0 avatar

        I was thinking it looked like an old junky Wal-Mart off-brand. Note the frame-colored & extremely bent handlebar, clunky brake levers & grips, and overly simplistic fork design.

        Clearly, the bike was chosen because its color works with the accents on the car.

  • avatar

    If that car actually belonged to someone, I bet that bike rack would never be used for anything, but would never be removed.

  • avatar

    Can I rent just the bicycle?

    ……As I am now waiting for a new rental since my Rentibu decided to blow a camshaft while I am stuck in Austn, TX.


  • avatar

    OR you can remove the front wheel and put the bike inside the car and save gas. Is that uncool too?

    • 0 avatar

      OR you can remove the front wheel and put the bike inside the car and save gas
      +1 I remove both wheels and put my bike in a case. Lots of reasons – the biggest is to avoid extra maintenance if I hit a sudden rainstorm on the drive home or encounter a dirt road. The case protects both the cars interior and the bike.

    • 0 avatar

      The problem is that consumes a large percentage of the available space in your car for people and luggage. While we did manage to fit 2 mountain bikes in the back of a Ford Escort this spring, we normally use a roof or trunk rack so that my kids can ride in the back seat. Our primary car has a roof rack for 3 bikes and a we have been known to put the trunk rack on to take 4 people and 5 bikes on a trip.
      As long as you watch out for low clearance (happened once, cost me 2 saddles and a Saturn drip rail) the bikes get dirty, but stay secure. Besides after a cyclocross race you really don’t want that inside your car anyway.

      • 0 avatar

        I’ve converted to a hitch mount rack since I got my 4Runner. I still have trays and roof rails if I need more than 2 bikes, but I use the hitch 99% of the time. It is installed and removed in the matter of minutes and doesn’t give me the fuel economy penalty. When my wife gets a new car, I’ll be installing a receiver on it, too.

  • avatar

    The funny thing is, GM has been a major sponsor of US coverage of the Tour de France for several years, in the form of heavy Cadillac advertising and marketing tie-ins on the Versus cable network.

    In a lot of upscale areas of the US, a “cyclist” is not a kid who can’t afford a car, it means a middle aged professional with enough spare income to indulge in a very expensive hobby. GM would love to tap that demographic, but it looks like they have a long way to go yet.

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