Chevrolet Looking to Infiltrate Subcompact Segment with Spark

By Trevor Dorchies | July 25, 2012
The time is now. The 2013 Chevrolet Spark has started arriving at select dealerships across the United States this week. If General Motors hopes to break into the subcompact segment currently controlled by the Fiat 500, the Spark is its best chance. Chevy is looking to target that all-important demographic of 18- to 30-year-olds by pricing the Spark at $12,995 and stuffing some technology features in it. While many people in this age bracket would rather keep their internet and smartphones instead of having a car, Chevy hopes its little subcompact, which comes in colors like Jalapeno and Techno Pink (yes, pink), will reverse this trend. Currently, the Spark is available in 18 markets which include Detroit, New York City, Boston, Philadelphia, Cleveland, Chicago, Miami, Tampa, Orlando, Dallas, Atlanta, Houston, Portland, Seattle, San Francisco, Los Angeles, St. Louis, and Washington D.C. If you don't live in or near one of the aforementioned cities don't sweat it. The 2013 Chevy Spark will be available nationwide by the end of the year. In order to reel in the younger demographic, Chevy has been working with MTV Scratch, a Viacom consulting company in hopes it can ride the wave of momentum created by the Spark's bigger brother, the Sonic. If you haven't seen it by now, Chevy tirelessly promoted the Sonic by having it go bungee jumping, dropping it out of a plane, and even had it do a kickflip over an oversized skateboard. We're not sure what Chevrolet has up its sleeve for promotions concerning the Spark, but we expect it to follow the same template. Marketing hasn't started for the Spark yet as dealerships are just receiving the first batch now but expect marketing to ramp up quickly in the coming months. The Spark will be marketed entirely digitally too with the belief that the targeted demographic is attached to some form of the internet.
GM hasn't come out and said what it expects the Spark to do sales-wise, but many industry insiders expect 500 to 1,000 units per month, and wind up somewhere around 15,000 units a year.  A major concern among experts is that for a few thousand dollars more, a person could get into a Honda Civic or Ford Fiesta and still achieve around the same fuel economy. The 2013 Chevy Spark is rated at 32 mpg in the city on 38 mpg on the highway.  The 2012 Honda Civic sedan is rated at 28 mpg in the city and 39 mpg on the highway while the 2012 Ford Fiesta gets 29 mpg city and 40 mpg highway. So, what say you? Would you consider purchasing the 2013 Chevy Spark or 2012 Fiat 500 over a Honda Civic or a Ford Fiesta. Tell us about it in the comment section below. Source: The Detroit News