Remember Chevy’s previous, highly-publicized foray into consumer-generated marketing? Well, this time they’ve reigned it in a bit, with what appears to be better success. Instead of allowing users to shout their distaste for planet-smothering SUVs, Chevy has asked the nation to vote on their favorite SMALL car.
vote4chevrolet.com links to a portion of the site featuring vehicles from the NY 2007 auto show, and highlights three distinct concepts for the bowtie’s foray into the micro class - the Groove, the Trax and the Beat (the Groove enjoys a strong lead at 54%). Each are slightly different flavors of current Chevy design patters, and each has it’s own character. So far, as reported on boston.com, over 890,000 folks have voiced their opinion about which car they could see themselves parallel parking on Newbury St. with ease one busy Saturday.
A survey as consumer participation isn’t revolutionary. But Chevrolet showing such support and interest in the small-car realm is, and consumers are responding in kind. Sometimes simpler really is better, and the sweet spot of consumer participation in a brand can take many forms and still be successful. But is it too “little”, too late, with Toyota having finally eclipsed GM as the world’s largest selling auto manufacturer?