TV commercials to begin promoting full Cobalt lineup

The Cobalt is aimed at young college graduates without big families.
By DON SHILLING
VINDICATOR BUSINESS EDITOR
Chevrolet is planning to air new television commercials late this year to begin promoting the full lineup of Cobalts.
Jeff Haag, Cobalt marketing manager, said two to four new spots are being developed.
So far, Chevy has run three commercials, two of which feature the Cobalt's top-of-the-line model, the SS Supercharged, which starts at $21,995. Another features the LT sedan, which starts at $18,760.
Haag said future commercials will show the other Cobalt models: the LS, which starts at $16,486, and the base model, which starts at $14,190.
Sibling of Corvette
The commercials that began in August have portrayed the Cobalt as a younger sibling of the Chevy Corvette. They are meant to play up the "overall driving experience" of the Cobalt, Haag said.
The comparison to the Corvette, Chevy's legendary sports car, works because Chevy considers the SS Supercharged Cobalt a small sports car, he said.
The upgraded model has an engine with 205 horsepower, compared with 145 from the standard engine in the other Cobalt models.
"The message is that there's a little bit of Corvette in every car we build, especially the Cobalt," Haag said.
The target market for the Cavalier is what Chevy is calling "young aspirationals" -- people in their early 20s to early 30s who have their first decent-paying job.
Range of buyers
Haag said he expects the Cobalt to attract a range of buyers, from high school students to empty nesters, but the bulk of the buyers will be college students and recent college graduates.
The target market includes people who are either single or married but don't have children. Even so, the Cobalt will accommodate people with children and can fit three child seats in the back, he said.
About 25 percent to 30 percent of Cobalt buyers are expected to be first-time new car buyers.
shilling@vindy.com