Less is More for Chevy at SEMA

[AF News Desk]

With the the 2011 SEMA (Specialty Equipment Market Association) literally days away (it runs from Nov. 1 through Nov. 4 in Las Vegas), more information is coming to light about who will be providing what kind of showing with their cars.

For Chevy, this is especially true, as they now appear poised to go with the "less is more" perspective, providing looks at modified versions of their smaller models.

The story from AutoNews:

Originally Posted by By Danielle Emerson - Automotive News, 10/24/11

Small cars to get big roles in Chevy’s SEMA display

GM says 60 percent of its SEMA display vehicles will be small cars,
including 21 Chevrolet Sonics (pictured).
Photo credit: GM; Cutline credit: AutomotiveNews

DETROIT -- It’s the year of the small car for General Motors as the automaker prepares to debut tricked-out Chevrolet Sonic subcompacts and Cruze compacts next week at the Specialty Equipment Market Association show.

Chevrolet will showcase 51 vehicles at the show, set for Nov. 1-4 at the Las Vegas Convention Center in Las Vegas.

GM says 60 percent of its display vehicles will be small cars, including 21 Chevrolet Sonics and 10 of the company’s best-selling Cruze cars.

“The Sonic really lends itself to the performance side of things,” said Cristi Landy, director of small cars for Chevrolet. “We’re trying to make it the a la carte vehicle for consumers.”

The Sonic went on sale this fall and is built in Lake Orion, Mich., while the Cruze is built in Lordstown, Ohio.

Landy said the most popular specialty package for the Sonic and Cruze is the Z-Spec series, where differences are evident in the cars’ ground effects and paneling, wheels, rear spoilers and grilles.

Chevrolet introduced its Z-Spec lineup at SEMA last year, but enthusiasts can expect this year’s lineup to be sportier and a step closer to fruition, Landy said.

The changes, she said, could be available for 2013 models.

“Everyone wants to stand out from the crowd, but not everyone knows how,” said Adam Barry, senior creative designer for the Corvette and Camaro.

Accessorized Camaros and Corvettes will be at SEMA as well, though company experts are finding a growing demand for personalization and modification of sedans.

“The nice thing with accessories is customers can come back to their dealer,” Landy said. “They’re important to generate excitement around vehicles and for people to get excited to come to the dealer.”

Though each car’s modifications are unique, many of the changes are based on meeting a demand for sporty yet functional parts -- a demand that outside suppliers have historically met faster than the automakers themselves.

Said Barry: “When we can make our accessory portfolios on our cars, there’s a quality behind it that no one can touch.”

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I'm not terribly surprised to see this from Chevy, who I anticipated (based on the large number of them to be involved in the show) would be wanting to push their newest model - the Sonic - pretty hard.

But that's ok, because they've been picking up momentum with their more recent models, such as the Cruze, and making an effort to appeal to what car buyers are looking for in the current economic climate.

I'm honestly excited to see more of the Sonic, especially with so many small cars on the market that are supposed to be "sporty," but really lack the "umph" that the word suggests. I think if Chevy can do what they are suggesting with the Sonic, it will be a nice feather in their cap - and one that they could really use with Ford doing as well as they have been.

What do you think?