It seems like everyone is deploying “pocket rockets” these days, from Honda and its coming-to-America Civic Type R to Ford and the Fiesta ST. While the little performance cars are hot, one automaker that’s not partaking in the frenzy is Chevy. According to a new report from Automotive News, that fact won’t be changing anytime soon.
Automotive News interviewed Mark Reuss about the lack of more affordable performance vehicles. His response was surprising, as he stated that he “loves” pocket rockets and that Chevy has the necessary knowledge to make them “really well.”
If that’s the case, then why isn’t Chevrolet deploying an insane version of the Spark or the Cruze? Or the Sonic? The general consensus in the industry is that such vehicles not only are fun for automakers to produce and give them bragging rights, they also act somewhat like halo cars as they draw in shoppers to dealers, possibly leading to the sale of more affordable versions of the cars.
Even though Reuss loves pocket rockets, he’s also a businessman working for a large corporation that not too long ago was relying on the benevolence of the U.S. government to get by. Forgoing hot little cars is a strategic decision. Such vehicles don’t sell in large numbers, and their sales fall off sharply not too long after launching. Look to the once red-hot Subaru BRZ/Scion FR-S for a pertinent example of that kind of buyer behavior.
The fact of the matter is that cars like the Camaro, Corvette Stingray and even the SS sedan are more profitable. They’re better investments.
This means nobody should expect Chevrolet to move forward with bringing the Code 130R concept coupe to production. The so-called “baby Camaro” may never see an assembly line, unless Chevy’s financial outlook changes drastically. Even then, the “new GM” (as it’s being called) seems to be much more conscious about spending, showing that it likely has learned from the decades of excess and waste. While that might not be as fun, it should help secure the company’s long-term viability.