Targeted at younger and socially savvy buyers, the Small cars initiative is created to gauge buyers or customers’ reasons for purchase, cross consideration and demographics. Accordingly, Chevy has found a number of similarities along these attributes. The smallcars initiative is meant to align these sub-compact models and strategically create a more engaging, sharable content that speaks directly to the targeted audience. The three models Sonic, Spark and Trax are likely to be the preferred models for first-time new car buyers. It is also revealed that buyers, who bought the first sub-compact or compact from a particular brand, are traditionally more likely to stay with the brand as their needs and lifestyle changes. Of course in later stages, these customers will eventually move up to a bigger sedan or SUV.
ChevySmallCars.com will host content designed with a younger customer in mind and do it in a way that allows visitors to engage and discover Chevy on their own terms. At the heart of it is “Small Talk,” three short episodes featuring the Sonic, Spark or Trax, produced by Funny Or Die and hosted by comedian Al Madrigal.
In ”Sonic Sessions,” up-and-coming artists Kickstand Band perform one of their songs in a Sonic. It’s filmed in a raw style, with the band’s music merging with environmental sounds to create a unique listening experience. The band gets creative with the small space in the Sonic, playing their song on smaller instruments. ”Find Your Smallmate” gives visitors the opportunity to take a small quiz and, based on their answers, matches a small car to their personality. A way for consumers to find the best small Chevy for their lifestyle.
Additional content coming for ChevySmallCars.com includes: Customizer, where visitors get to choose from a variety of whimsical features to customize their small car such as rabbit ears, cool designs and backgrounds and then share it socially; Custom Podcast; Mini Mix Tape, includes three up-and-coming artists; Upgrade Me, influencers ”hack” small living spaces; and Small Victories, celebrating the everyday greatness of small.