The Cruze Is "Solid," But Is Chevy's Marketing?

Earlier today, I noted that

Revitalizing a once-dominant domestic brand is a lot harder than telling the quality-improvement story of a once-reviled Korean value brand

and I think this video helps prove the point. For a brand like Hyundai, highlighting product details helped change perceptions… but then, Hyundai has never asked Americans to think of their cars in especially emotional, patriotic, or culturally significant ways. They’re just high value cars that have become better and better over time. For GM and Chevrolet’s new top marketing execs (freshly poached from Hyundai), the plan seems to be to follow the Hyundai “quality story” gameplan, with a little awkwardly hip flair. For a brand that’s been “the heartbeat of America,” “like a rock” and more, this latest video seems stuck in “excellence for everyone” (i.e. generic and directionless) territory.

Besides, when the word “solid” is used in marketing materials to describe a “ 3,100-3,300 lb” compact car, it sounds a little like a Mom calling her kid “big-boned.”

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Ask The Best And Brightest: Will Low Gas Prices Blow The Volt Launch?
Pity the automotive industry. With a minimum three-year lead time for new product development, timing vehicle launches to coincide with appropriate fuel pric…
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2011 VW Jetta: Cheaper Than The Chevy Cruze?
It’s all speculation until we get official pricing from VW of North America, but according to Autoblog, the new Jetta will be priced starting “ar…
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Chevy Prices Cruze: $16,995 for Base 1.8, $22,695 for LTZ

GM has announced pricing on its next small thing, the Cobalt-replacing Cruze compact, and the new price of entry is $16,995. That’s about a $2,000 premium over the base Cobalt (which starts at $14,990), a price hike that is justified by Chevy’s high expectations for the Cruze. As Chevy’s Jim Campbell puts it

For the price of a compact car, Cruze offers the styling, safety features, roominess, amenities, and refinement of a much more expensive car.

Base prices for the Cruze’s main competitors are $16,200 for a Corolla, $16,415 for a Civic, $16,095 for a Mazda3, $16,170 for a Sentra, $17,040 for a Focus, $178,485 for a Jetta, $14,865 for an Elantra, and $14,390 for a Forte (including typical destination fees).

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Quote Of The Day: We Get It Starting Now Edition

Look at this car, it’s horrible. How did this get through so many people?

We’ve all thought something along these lines when we first sat in a Chevy Cobalt, but few GM employees would ever say it out loud to a reporter. At least they wouldn’t until a much-improved replacement was waiting in the wings. But because the Cruze launches this year, GM execs like VP of global vehicle engineering Karl Stracke can bash on the old Cobalt to his heart’s content, knowing the Detroit News will dutifully report it as a sign that GM “gets it.”

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Chevy Cancels US-Market Plans For Orlando Compact MPV

Chevrolet has had a difficult time deciding if its Cruze-based MPV, known as the Orlando, is a good fit for the US-market. Initially, Chevy debuted the Orlando concept at the Paris auto show, and said it had no plans for a US-market version. Then it was approved for the US ahead of the 2009 Detroit Auto Show, and now, according to Automotive News [sub], it’s off again. The (up to) seven-passenger MPV, built on GM’s “Delta II” compact architecture will be sold in Europe, Asia, and even Canada… just not in the US. Chevy spokesfolks explain:

The best thing to do for Chevrolet is to focus on the brands we’ve already brought to market: the Traverse, Equinox, Malibu and, soon to come, the Cruze. We feel that with those vehicles, Chevrolet has plenty of options for the modern family.

Of course, Chevy sells all three of those vehicles in Canada as well… so how are these three options “plenty” for US consumers, but not for our friendly neighbors to the North?

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Chevy Cruze: "Targeted To Overperform In All Areas"

The latest Cruze-hyping video from GM shows the forthcoming compact ripping through a test track, as Vehicle Line Director Chuck Russell waxes eloquent about its engineering and reliability. His point is clear: this new Cruze is a truly global product, in contrast to the America-only Cavalier update that was the Cobalt it replaces. And comparing footage of the Cruze ripping through a slalom to that of a Civic negotiating the same obstacles, one is left with the impression that Russell isn’t just blowing smoke. But then, we knew that already. In his review of the European-spec Cruze, TTAC’s Martin Schwoerer notes:

In contrast to the engine, the Cruze’s ride and handling are perfectly acceptable in the grand scheme of things.

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The Many Faces Of The Chevy Cruze

After several years of hype, Chevrolet is releasing images pictures of its US-market Cruze compact in advance of the New York International Auto Show. The Cruze has been on sale around the world for nearly a year now, though the US launch delay has actually been a blessing in disguise, thanks to early transmission problems and a recall for fuel supply pipes. Now that Chevy’s next small thing has had its teething pains, the Daewoo-developed compact is being shown in a dizzying array of trims and packages for the US market. Chevy hopes that the Eco trim level will bring some much-needed enviro-cred to the brand, by offering a 40 MPG (freeway) version powered by a turbocharged 1.4 liter engine. To match that long-established mileage goal, Chevy had to make a number of modifications to the Cruze, including

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Bonus Gallery: 2011 Chevrolet Cruze (German Spec)
Review: 2011 Chevrolet Cruze (German-market Spec)

People buy cars they don’t need with money they don’t have to impress people they don’t like. That’s why hardly anybody in Europe is buying the Chevrolet Cruze, which has been on sale over here since last summer. It’s an affordable car that you might need but you won’t want, and which won’t impress anybody at all, because it’s just not that desirable. Allow me to explain…

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Ford Doubles Down On The World Car With 2012 Focus

When the Ford Focus first went on sale in the US, it was a rare glimpse for the still-SUV-centric US market at how the rest of the world gets from the Blue Oval. Of course, as time went by, Ford eased away from the Euro-funk of the first generation, first blandifying the model with a mid-cycle “refresh,” before eventually replacing it with the current embarrassment to the nameplate. And it’s not just the current model’s Mighty Morphin’ Power Rangers-meets-Pep Boys look that makes it unworthy of the Focus name: the whole idea behind the original Focus was the dream of a world car, that would be sold, largely unchanged, in markets around the world. With the 2012 model, now being previewed before the Detroit Auto Show [press release here], Ford has gone back to the model’s original vision.

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NYT Declares UAW Free From "Lordstown Syndrome"

GM’s Lordstown, OH plant was something of a poster boy for all that went wrong with the UAW over the past several decades, reports the New York Times. Poor quality, worker sabotage and crippling strikes led to the coining of the term “Lordstown Syndrome” as a symbol of UAW recalcitrance. Lordstown’s workers were so feisty that they even picketed their own union hall in the 1980s. Now, with the legacy of the Vega hanging over their heads, and the possibility of plant closure only narrowly avoided by securing the Chevy Cruze manufacturing assignment, the members of UAW Local 1112 are singing a different tune. “We were the bad dog on the street at one time,” 1112’s shop Chairman Ben Strickland tells the Times’ Nick Bunkley. “We’ve got 3,000 lives to worry about. The cockiness and the arrogance that we once portrayed — we definitely got a lot more humble.” That, it turns out, is in large part due to General Motors’ spectacular fall from grace.

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LA Auto Show: Chevrolet Cruze
Chevrolet just pulled the wraps off the US market Cruze, not that there are any secrets left at GM these days where auto shows are concerned. Plus the Cruze…
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What's Wrong With This Picture: Not Too Late For A Name Change Edition
Just because GM has released photos of the US-spec Cruze ahead of its LA Auto Show debut, doesn’t mean they couldn’t pull an Alfa and change that…
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Chevrolet Cruze's "Flawless Launch" Delayed by Transmission Problems
When GM CEO Fritz Henderson promised Congress he would run the nationalized automaker with complete transparency, we knew he was full of shit. How could anyo…
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  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉