Five reasons the new Corvette will stay an old man's car
By Andrew Stoy for AutoWeek
The new Corvette Stingray has made its debut at the Detroit auto show, and there's little doubt it's going to thrill leagues of current Corvette aficionados. But Chevrolet has hinted it wants to broaden the Vette's appeal beyond its core Baby Boomer buyers, now in their 60s. GM design head Ed Welburn stated the Stingray aims for “a bit of a shift to appeal to younger customers,” according to Automotive News.
According to market research firm Strategic Vision, the average Corvette buyer is 59 years old. That means the “younger customers” Chevrolet is targeting are members of Generation X, born from about 1960-80. Big differences exist between the Vette's current core audience of Baby Boomers and the slacker generation (of which your author is a member), including these five significant hurdles that stand in the way of the Corvette's demographic downward drive.
Ghosts of Corvettes past
As good as the new Corvette is, Chevy's got skeletons in the closet that many of us Gen Xers remember all too well. Consider that drivers in their 40s and early 50s came of automotive age from the mid-1970s through the mid-1980s -- exactly the time the Corvette was huffing 200 or so horsepower through a long-in-the-tooth Mako Shark body. It wasn't an object of lust for many of us -- exotics like the Lamborghini Countach, Porsche 911 Turbo and Ferrari 308 were what stirred the soul, not the paunchy next-door neighbor's two-tone '78 C3.
We still have kids at home
Getting married and having kids happened a lot later for those in Generation X. Many put off child-raising until their mid-30s, meaning those parents won't be empty-nesters until their mid-50s (at the earliest). What good is a two-seat sports car to someone who has to haul three or four people around regularly…and pay tuition, all while hiding the keys from irresponsible hands? For the same money, an Audi S4 or even a Cadillac CTS-V makes more sense.
It'll still be too expensive
Remember that nasty little recession we had a few years ago? Most of us Gen Xers were just hitting our peak earning years when that whole mess hit and wiped out jobs, savings accounts and IRAs. Yes, things have improved, but a lot of us are either gun-shy or still broke, so a $60,000+ plaything isn't on the shopping list at the moment, nor is it likely to be anytime in the next few years.
We don't like flash
Not every member of Generation X slouched about in flannel several years longer than they should have. But car sales trends continue to show that the majority of buyers continue to value an understated automotive presence. We're snapping up silver Passats with abandon, luxuriating in lookalike Audis and even revering the gawdawful Prius as an aspirational vehicle. A low, sleek, hyperventilated land missile doesn't fit the image many of us have of success.
We've been tipped off
Chevy showed its hand when it announced the Corvette would attempt to appeal to younger customers. Now we know that Chevy is coming for us, and we'll be watching for telltale target marketing around every corner. As marketing trade publication CRM Magazine notes, “Gen Xers are averse to ad hype and overstatement and keep a constant lookout for hypocrisy and self-importance. They're also far less daring when it comes to spending their money.” None of these characteristics bode well for a splashy Corvette campaign.
CRM also notes that experts “warn against ads that appeal to a broader sense of heritage, history, and tradition, because Gen X doesn't go for that.” In other words, two years of “Chevy runs deep” probably hasn't helped matters, and the resurrection of Stingray is likely to fall on indifferent ears.
What the new 2014 Corvette does have going for it are the same things Corvette has long offered: Tremendous performance for the dollar, striking looks and everyday usability. Once the new car goes on sale this fall, we'll find out if it offers something the Corvette hasn't had in decades: Youth appeal.
Justin Couture
Mark Atkinson
John LeBlanc
Posted by: Felix | 2013-01-24 2:47:28 AM
You guys are high. If the Corvette delivers close to what is promised, price will be the only thing that slows it down.
Posted by: MACDONALDBANK | 2013-01-24 6:35:56 AM
AWESOME CAR ...!
Posted by: Marcus | 2013-01-24 7:36:56 AM
The Corvette Action Center has all the details and photos from the official unveiling of the 2014 C7 Corvette Stingray on their web site:
http://www.corvetteactioncenter.com/specs/c7-corvette/2014-c7-corvette/index.html
Posted by: john | 2013-01-24 8:56:13 AM
I've read your article carefully and must state the following;
I recently attended the NAIAS in Detroit and the 10 row deep audience surrounding the unveiling of corvettes C7 model, attests to its attraction and desire. The crowd was made up of 8 year olds to 60 year olds. Teens and twenty-somethings made up over 50% of the admirers.
When a vehicle portrays an image that its moving while standing still, it will appeal to all regardless of age, sex, ethinicity etc.. Your statements above seem somewhat at odds " We're snapping up silver Passats with abandon, luxuriating in lookalike Audis and even revering the gawdawful Prius as an aspirational vehicle" and "“Gen Xers are averse to ad hype and overstatement and keep a constant lookout for hypocrisy and self-importance. They're also far less daring when it comes to spending their money.”
How many times have you had the desire to drive a dream car that's within reach.
Posted by: diesel fan | 2013-01-24 9:58:01 AM
Its way too big in stature looks like a big Camaro. Will probably attract the same buyers as in history
Does not do a thing for me. I knew a lot of members of the local Corvette Club in the past and they were of a certain "type" GM needs to add more finesse in a smaller package to attract a younger group of enthusiastice buyers. HOWEVER the Corvette name seems synonymous with that TYPE
Maybe GM should retire the name as the "type" retires and introduce a new name for this Century
just ny humble opinion
Posted by: JEFF MASTERS | 2013-01-24 10:59:11 AM
Should be at least one sixth smaller, ditto the price! .Plus it has too much surface development, ie
stupid jewelry ,vents and such. Just saying.
Posted by: Ron | 2013-01-24 1:13:09 PM
It's an old man's car is it? Maybe that's because we can afford it!
Posted by: Charles | 2013-01-24 1:38:12 PM
I'm a 44 year-old professional and would never consider owning a Vette, or a Harley-Davidson for that matter. Vettes scream "retired" and Harleys scream "Accountant". Most of my friends would prefer to be seen driving a small, eco-friendly car.
Posted by: 655Hemi | 2013-01-24 2:25:01 PM
I haven't liked the last 3 generations of Vettes. This generation is a new low. As I've stated before "the last Vette ever made was in '67" . These new Vettes are just to gimmicky. Get back to your roots GM before you lose your customer base.
Posted by: claudio | 2013-01-24 2:35:01 PM
To Ron
maybe you can afford it but come on face the facts ;you are old
i personally love the smaller cars,so to appeal to me it has to be downsized
i have a 67 firebird and find it large for todays standards
i hate the new camaro,challenges they are too big
the mustang is in the right size but way too common
the old chrome corvettes have a nice look
but they handle like dump trucks and i hate carburators
i drive around town in a modified 2005 toyota mr2
convertible,mid engine,2 seats,this baby is on rails and weighs 2195 pounds!!!
can be parked in a regular spot and doesnt kill you at the pumps
claudio
Posted by: Lauderdale | 2013-01-24 2:56:24 PM
It's an old man's car. We've all been through this discussion. Diapers and gold chains. Price isn't the issue. Young people wont buy it. They will buy something else, German, British, Italian or Japanese. All have offerings that most young people in the market will prefer and there's no "old man" stigma attached to them.
Posted by: Chilli1327 | 2013-01-24 4:20:16 PM
Looks like GM went to Hyundi to have them design the 'Vette for them! (latest Tirburon...)...
Posted by: Ford Dealer McAllen | 2013-01-24 7:20:02 PM
Young people in L.A seem to flock towards BMW and Audi; Audi is the hot car here right now. All of young Hollywood and cool kids with money drive cars like the A7. I don't think I've ever seen a younger person drive a Corvette. As for affluent and professional Gen X'ers; I see many of them like to drive cars like Mercedes which is still flashy but in a different way than a Vette.
Posted by: Spastook | 2013-01-24 8:50:31 PM
I recently bought a used C6 after nearly 45 years of buying imports. I fit the 59 year demographic perfectly. While I do enjoy my Corvette I must admit feeling like kind of a douchebag sometimes driving it.
Posted by: avanti-fan | 2013-01-26 12:52:25 AM
How about the Avanti instead? Ironically, no design changes in 50 years! Alas, they finally expired several years ago. But they DID have back seats! One of my fave Avanti magazine ads: the "old man" is cornering a sharp turn while his kid hoots for joy in the back...!
What a couple of the above people are talking about, is "timelessness". If Gen X is ahistorical, it has itself in part to blame. I'm borderline between X & Boomer. Time marches on; but can't a few of the great past car designs stand the test of time for the best of them? Who knows - maybe Millennials will go crazy over 'Vettes again?
Posted by: jakhammar | 2013-01-26 5:41:47 AM
to cladio
you have a small brain cladia. a new mustang is the same size as a new camaro and challenger. keep your jap crap toyotas and leave the big toys to us men.
Posted by: jakhammar | 2013-01-26 5:48:17 AM
also caldeo how many years did they make mr2s? 4? Corvettes been around since the 50s. Toyota was still making rickshaws back then.
Posted by: DeadnCold | 2013-01-26 7:35:12 AM
I look at that new Corvette and all I can say is Meh... It looks like a Vette trying to be a Lotus and failing. Chevy really needs to go a different route with the design and make something completely different. The design aesthetic hasn't really changed all that much since 84, they need to let go of the old if they want newer generations to really get behind it.
Look at the lineup in that pic, the first generation looks very different from the third gen (since the second gen isn't there) that looks very different from the fourth gen. After that the fifth gen looks like an evolution of the forth but at least it's different, all the newer models look the same with a few minor differences.
Maybe they need to finally go mid engine, or maybe stop trying to be a super car and get back to their roadster roots, just do something. The only people who care anymore about the Vette are the diehards who can't afford them and the Ginos who can.
Posted by: Johnny S. | 2013-01-26 9:00:55 AM
The new Corvette looks great, inside and out. And as the article says, it will probably be fast as hell and offer great value for the money. I'm 47 -- a Gen-Xer -- and I'd buy one. My only suggestion, from a marketing standpoint, would be for GM to move the 'Vette out of the Chevrolet line and into the Cadillac line, where it really belongs, since Caddy is GM's luxury/performance nameplate. Save the Camaro musclecar for Chevy, the working man's brand, and market the Corvette as a more high-end supercar. Just roll it around in your brain for a while: the Cadillac Corvette. That's the answer, kiddies!
Posted by: Rob | 2013-01-26 10:55:54 AM
firstly i was born in 61 and i am NOT a gen X. i am a latter day boomer. EVERY other media bracketing says that genX is born in the 70s or early 80s.
Back in 79, i had a trans am (like so very many) I took a vette out for a test drive and could not get back to the dealership fast enough. the cockpit was a long narrow trench, the ride was kidney jarring and it didn't seem to have any more power or better handling than the TA, having 2 extra seats and a trunk made the TA a lot better rounded car for many of us. Sure the vette always looked good but I can't see me ever owning one, even if the money was plentiful.
Another thing that irked me, Cadillac had a couple of high performance cars in the production pipeline than could easily rival and even surpass the venerable vette, GM had caddy downtune their offerings so it would not compete with the vette...instead of making the vette better.
I laud the looks of the vette, i do NOT want it downsized to blend in with the hoards of micro sport coupes. there are FAR too many 'me too's.
it's not my kind of car but i want it to hold on to it's niche.