While Chevy’s latest concepts, the Code 130R and the Tru 140S (shown here) aren’t the first cars marketed to Millenials, they may well be the first that solicited feedback from under-30 customers
throughout the design process.
As John McFarland, Chevy’s senior manager for Global Marketing, puts it, “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.”The Tru 140S
is billed by Chevrolet as an “affordable exotic,” kind of like a Fiat X/19 for a new generation (only without the electrical gremlins). Sharing a platform with the Chevy Cruze
and Chevy Volt
, the front-wheel-drive Tru 140S three-door hatchback packs a surprising amount of technology into an affordable package.
Power comes from a direct-injected and turbocharged 1.4-liter engine, complete with stop-start technology for maximum fuel economy. The Tru 140S is finished in a matte white paint and rides on Chevy performance chrome wheels.
Inside, the Tru 140S will offer plenty of storage, WiFi connectivity, smartphone integration with Chevy’s MyLink infotainment system and even a heads up display. Don’t expect to see images of the inside, however, since that remains a work in progress.
The Tru 140S will join its Code 130R stablemate in making the rounds of key auto shows and lifestyle events aimed at Millenials. Even if you don’t get a chance to see the concepts in the flesh, Chevy will be actively promoting their development via social media sites.