Auto Service World
News   June 6, 2006   by Auto Service World

Kudos for Cobalt


One of Chevy’s latest introductions keeps generating buzz among the “Gen Y” crowd. In the latest 2006 AutoVIBES Demographic survey conducted by Harris Interactive and Kelley Blue Book Marketing Research, the Cobalt was cited as the most “buzz-worthy” new vehicle by “Gen Y” interviewees.
The annual AutoVIBES Demographics reports provide significant insight into the diverse vehicle shopping preferences and opinions of people from different age groups, ethnicities and segment vehicle consideration.
The “Gen Y” study focused on individuals born between 1977 and 1986.
“The results of the AutoVIBES Demographics reports help manufacturers like Chevy understand what vehicle shoppers of all ages, ethnicities and consideration groups are thinking about recent new-model launches,” said Rick Wainschel, vice president of marketing research and brand communications for Kelley Blue Book. “For example, now that Chevy knows the Cobalt is buzz-worthy among the Gen Y crowd, the company can more easily target marketing campaigns and messaging toward that age group.”
The recent survey seems to support what Kevin Kraack of American Products Inc. told Jobber News in May, during an interview for a feature on the sport compact market. In the conversation, Kraake had mentioned that the Cobalt in particular was a vehicle to watch specifically from the Jobber’s standpoint, because of the myriad of parts that are likely to flood into the market for that particular vehicle.
More than 212,600 Cobalt units were sold in 2005. The car delivers the greatest number of buyers under the age of 34 among all GM vehicles.


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