Chevrolet Really Wants Hip Young People to Think (and Buy) Small

The official launch of the first-generation Chevrolet Spark played out like a detective in a comedy film who has to go undercover in a high school, all the while clumsily pretending to be hip. It was an awkward pander to the Millennial first-time car buyer, set to too-carefully chosen music.

With refreshed and updated small car models on their way (or already here), General Motors wants young people to rediscover their often overlooked bottom-rung vehicles, so it left the marketing to experts.

Today, GM announced that it partnered with media companies .Mic, Complex and Thrillist to hock the Chevrolet Spark, Sonic and Trax, with select videos appearing on Funny or Die and (!) involvement of “up and coming” artists Kickstand Band.

Don’t worry, the marketing will still be all about lifestyles. Synergistic and dynamic lifestyles, one can hope. And it will all go down at a new website dedicated to the models — ChevySmallCars.com

Marketing cynicism aside, GM has good reason to prop up the bottom end of its model range. The Spark saw a redesign for 2016, and dropped its questionable 1.2-liter four-cylinder engine in favor of a non-turbo version of the Cruze’s 1.4-liter mill.

The Spark is also a hell of a deal in Canada, where it can be had for less than $10,000. (This’ll get them off their bikes, the bean counters thought.)

The refreshed 2017 Sonic arrives later this year with new looks and buckets of connectivity designed to lure in people who care about that kind of stuff. Sonic sales fell off last year, but it’s still the most popular Chevy among first-time buyers.

The 2017 Trax benefits from a restyle that’s very much in line with its small car stablemates, though it doesn’t get the power boost from its 1.4-liter turbo that its twin, the Buick Encore, receives.

We can only hope that GM goes easy on the emoji use this time.

[Image: General Motors]