The small car market used to be the undisputed domain of import brands, but lately, the domestic brands have been fielding more competitive and desirable models in the segment, one of the latest being the Chevrolet Spark. Chevrolet is hoping the combination of a low price and availability of plenty of tech toys and features to integrate with mobile devices will attract young buyers. With a limited launch in a few selected urban markets, Chevrolet is on track to sell 2000 Sparks for August, the vehicle’s first full month on sale.
To introduce the Spark to the car buying public, Chevrolet has released this edgy ad on YouTube, narrated by Tim Allen. The script says ‘Planet Earth was our proving ground’ and that the Spark is ‘Certifiably 100 percent fun.’ Finally, the ad ends with the line, ‘We’re importing our export.’ Among some of the unusual visuals are mimes, two men in lederhosen playing tug-of-war with it, a luchador, and a sea-dwelling dinosaur that snacks on the Spark as it launches off the end of a pier.
While the Chevrolet Spark certainly makes a more compelling value and practicality proposition than the smart fortwo and arguably the Scion iQ, the micro-compact market in the U.S. is still not yet to the levels of the compact sedan segment, with such volume players as the Corolla, Civic, Cruze and Focus.
Does the Spark’s combination of low price, tidy size and tech features appeal to you? Or would you rather have the larger, more powerful Sonic?