Generation Why: Throw Some D's On That Spark!

Derek Kreindler
by Derek Kreindler

Just when we thought that Chevrolet couldn’t do enough to alienate their coveted “millennials”, the press release for the Chevrolet Spark just provides further evidence that the brand is trying way too hard to the point where it’s embarassing.

A press release for the Spark touts the car’s various features that will appeal to young, urban buyers; its compact size, touchscreen infotainment system and safety systems geared towards urban driving. And then, at the very bottom, there’s this.

Hooking up the Spark with 15-inch dubs, making it the only vehicle in the segment to come standard with alloy wheels and increasing its performance and style street cred.

Never mind that the slang is incorrect (“dubs”, or “d’s” denote 20″ rims, not alloys) but the whole thing just sounds horribly contrived to the point of condescension. Nothing will turn buyers away faster than this sort of thing. Then again, based on GM’s utterly asinine attempts at trying to lure younger buyers ( like hiring a 37 year old “poet” as a marketing consultant). What’s unfortunate is that the Spark is probably not a bad car, either. You don’t need to stoop this low. But it’s never going to be in a rap video. Please, stop this nonsense. We can tell you don’t get it.

Thanks to Alex Nunez for the tip

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6 of 51 comments
  • Sigivald Sigivald on Jun 28, 2012

    I'm old fashioned, I know. But I like 15" wheels (or even 14" on a smaller car) on normal vehicles. And since I don't pretend I'm a Minimum Un-sprung Weight Track Warrior, I like them to be steel; because it's cheap and durable and alloys far too often look like ass or age poorly - not always, but too often...

    • Ciddyguy Ciddyguy on Jun 29, 2012

      Totally agree on the size, at best maybe 16's with suitably appropriate low profile tire for a more firm ride as long as it's not hard and rattles out your fillings in the process. However, I disagree with you on steel rims. Too often they look just like what they are, black painted basic steelies sans wheel covers and most of those wheel covers look just plain tacky and cheap and get nastier looking as they get scrubbed from curbs and mangled and wobble on their respective steel rim. Nothing ages and cheapens a car's looks than cheap, dull silver plastic wheel covers. Many alloys look so much better and don't get mangled nearly as badly as a cheap plastic wheel cover. Now, if you can get styled steel rims like you used to get, then yeah, bring 'em on, or better yet, for more basic trims anyway, do what Honda and others used to do, steel wheels in argent or black with a small center cap between the lug nuts and a chrome trim ring around the edge. When the wheels are painted shiny black with chrome accents, they look quite sporty if you ask me.

  • PrincipalDan PrincipalDan on Jun 28, 2012

    "Hooking up the Spark with 15-inch dubs, making it the only vehicle in the segment to come standard with alloy wheels and increasing its performance and style street cred." I showed that b**ch my Spark, b**ch's love when you save gas, yo.

    • 28-Cars-Later 28-Cars-Later on Jul 19, 2012

      +1 made me laugh out loud in a meeting. Bitchez is all about the Earth, yo. Foah shizzle.

  • Mic Mic on Jul 01, 2012

    Price this thing at 10K and market it for its merits and it would sell. I've been checking their website for the EPA ratings on the Spark for a while and they haven't been released yet. Makes me think they aren't that great for the size of the car.

  • Niky Niky on Jul 14, 2012

    Given the small and narrow wheel wells, 15" fit almost as snugly as dubs would on a full sized car. Perhaps that's where the confusion begins...