General Motors has never built small cars that could attract young buyers on a budget. The new Chevy Cruze doesn't solve that problem. But the compact could be a big hit for price-sensitive older shoppers who were considering Toyota Camry, Honda Accord or Chevrolet's own Malibu, which it resembles. The latter are all midsize vehicles, while Cruze is positioned as a competitor to the compact Toyota Corolla and Honda Civic compacts. But Cruze is bigger than Corolla and Civic, according to specifications provided by GM, and it looks much bigger. In fact, Cruze actually qualifies as a midsize under U.S. government classifications.
Cruze is handsome: Maybe not captain of the cheerleaders. But presentable date material, for sure.
GM's market tactic might prove clever. The base Cruze starts at $17,000 and is less expensive according to Chevrolet than similarly equipped Civic, Corolla and compact Ford Focus. That makes Cruze way less expensive than larger and more expensive Camry and Accord. For the grownup American consumer who has awakened to the perils of unemployment, wage deflation, and shattered housing prices, no better time than the present to choose a car that gets close to the size of larger competitors yet represents a better value. As for younger buyers, those who rejected the Chevy Cobalt that the Cruze replaces, they'll probably stick with Corolla, Civic and Focus for the time being. Maybe the new subcompact Chevy Aveo will be the model that finally draws young buyers to GM.
