Chevrolet introduces Code 130R and Tru 140S concept cars

Andross Moonah - CAP staff
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The youth market of the automotive industry has been growing in popularity over these past few years. Sport compact cars are plentiful, and the once anodyne compacts and subcompacts are now more interesting and accomplished than in years past. The youth market is indeed so popular that Toyota has dedicated an entire automotive division to young buyers with its youth-oriented Scion brand of vehicles.

Chevrolet is also keen on appealing to young consumers. That's why the American automaker introduced its Code 130R and Tru 140S concept vehicles to the public at this year's North American International Auto Show in Detroit. "Chevrolet has always stood for making the aspirational attainable for all generations" said General Motors North America President Mark Reuss. "These two concepts interpret that vision for a new generation. We're seeking out our newest customers' opinions, listening to their advice, and engaging them in new ways."

The Code 130R Concept Coupe is a rear-wheel-drive, four-seat coupe with brash yet attractive styling and bright red metallic paint. Its massive 20-inch matte gold wheels add to the bold exterior styling, as do the twin exhaust tips integrated into the rear bodywork. In truth, the Code 130R has a body shape quite similar to BMW's 1 Series Coupé. To help aid fuel efficiency, the Code 130R features Chevrolet's eAssist hybrid technology which shuts the engine off when the vehicle stops moving and also employs regenerative braking.

In contrast to the 130R coupe, the Tru 140S Concept Coupe is equipped with front-wheel-drive, though it also features seating for four occupants. Finished in matte white, the Tru 140S sits on 21-inch wheels and uses the same platform as Chevrolet's Cruze and Volt. Like the Code130R, the Tru 140S also shuts off its engine when the vehicle comes to a stop.

Both the Code 130R and Tru 140S employ 1.4-litre, turbocharged engines with direct injection that generate 150 horsepower and 148 pound-feet of torque. Transmission choices for both concepts include a 6-speed manual or 6-speed automatic.

In addition to being featured at major auto shows this year, Chevrolet also plans to display its two concept cars at college campuses, and will use social media to communicate with the young consumer market.

"For the car company that can successfully engage this generation, there is a tremendous opportunity," said John McFarland, senior manager for Chevrolet Global Marketing. "At Chevrolet, we want to build authentic and meaningful relationships with these customers on their terms. We want to hear what they have to say, engage them in our design process, and give them what they want – not what we think they want."
©(Copyright Canadian Auto Press)

Topics: Coupe, Chevrolet, 2012, Code 130R Concept, Tru 140S Concept, Compact,

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