2012 Chevrolet Unveils Daring Concepts: Code 130R and TRU 140S
During the 2012 North American International Auto Show, Chevrolet unveiled two concept coupes: Code 130R and TRU 140S. The idea behind these two designs was not only to exhibit Chevrolet's technological and aesthetic prowess, but to also invite a new generation of drivers into the car-creation conversation.
Targeting the Next-Generation Buyers
According to Chevrolet's insight, there exists a large, untapped demographic of American consumers, nearing their 30s, who collectively hold significant buying power. This generation, representing 40 percent of potential car buyers, was directly consulted in the development of these two concept cars. The intention was to align the design, functionality, and aesthetics of these models to the preferences expressed by this burgeoning demographic.
Code 130R: A Nod to Heritage with an Eye on the Future
The first of the two, the Code 130R, is a four-seat coupe that speaks to the future while not forgetting Chevrolet's past. Dressed in a fresh red metallic paint and boasting matte anodized gold wheels, the Code 130R communicates an assertive style, reminiscent of Chevrolet's performance heritage. This car's design, however, does not stop at aesthetics. It pairs a turbocharged engine with eAssist technology, a combination that balances performance and fuel economy, thereby pushing the envelope of automotive electrification.
Tru 140S: Affordable Exoticism and Electrification
The second concept, the Tru 140S, is another four-seater, yet this one is a front-wheel-drive sporty coupe. Described as an "affordable exotic," this three-door hatchback, clothed in a matte white finish and Chrome wheels adorned with crossflag emblems, exudes an image that is as confident and fast as it is high-end. The Tru 140S, which shares a platform with the Chevrolet Cruze and the Chevrolet Volt, introduces technology typically found in more premium cars, merging the best of combustion and electrification to deliver a blend of value and improved fuel efficiency.
Shared Attributes and Value Proposition
Both concept vehicles, despite their unique appeals, share common features that Chevrolet found resonate with younger buyers. This includes sedan-sized functionality in a performance coupe form, interior connectivity featuring WiFi and smartphone integration through Chevrolet MyLink, heads-up display, and a promise of 40 MPG from a 1.4L Turbo Ecotec engine, delivering approximately 150 horsepower. With a potential production price in the low $20,000s, these features bring high value for the younger demographic.
Interior Design and Personalization
Not to be left behind, the interiors of both concepts emphasize personalization and connectivity, reflecting the younger generation's demand for vehicles that can become extensions of their digital lives. From integrating personal devices via MyLink and WiFi to a 2D interior design that encourages ongoing conversation, these concept vehicles are designed to be individualized docking stations on wheels.
Final Thoughts
With the unveiling of these concept vehicles, Chevrolet takes an innovative step towards engaging a new generation of buyers. The company is keen to use feedback from this demographic, not just in refining these concepts, but potentially influencing future production models. The Code 130R and TRU 140S show Chevrolet's willingness to adapt and collaborate with its customers, thereby potentially paving the way for a new era in automotive design and consumer engagement.
