GM wants dealers to buy Civics and Corollas for Chevrolet Cruze comparisons

Later this month, Chevrolet will launch the 2011 Chevrolet Cruze compact. In preparation for this, Chevrolet’s 3,000 dealerships were asked to buy competitors' vehicles for test-drive comparisons.

Chevrolet is urging dealers to put a Toyota Corolla and Honda Civic on site so that potential buyers can instantly compare the Cruze against its segment rivals. At a media event in suburban Detroit, Margaret Brooks, Chevrolet small-car marketing director, said that Chevrolet expects that potential buyers will have a favorable view of the Cruze
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800over - 9/2/2010 8:10:22 PM

+4 Boost

I can't see it being a great idea. People who are going to cross shop will test drive the competition anyway (or as Patrick put it...they already own one). People who normally wouldn't even think import will now have a chance to see the competition. Either way I don't see a lot of Civic/corolla buyers putting the Cruze down as option 2. Just as I don't see a lot of GM loyalists thinking "It's this or the Honda".

91z4me - 9/2/2010 8:49:37 PM

+3 Boost

Gm did this when the launched the current Malibu as well. It paid off pretty well.

Of course the Civics and Corollas will be complete base models with no options and they will be put next to up model Cruzes.

uaw_lax - 9/3/2010 12:24:21 AM

+2 Boost

I would have agreed with you but this same plan worked for the current generation Malibu when customers where asked to cross shop Camry's and Accords it worked then and GM is standing it's ground again with the Cruze so it should have some success as well.

r_driver04 - 9/3/2010 4:40:32 PM

+1 Boost

Doooonnnn'tttt yoooouuuu believe it.

thstone - 9/2/2010 9:13:04 PM

+4 Boost

I like this - its about time that some US automaker grew a pair.

I just hope that the Cruze is all that GM is hyping it up to be and I don't mean in terms of horsepower and cupholders - I mean this car had better be bulletproof in terms of reliability. That is where US makers continue to fail against the Japanese.

uaw_lax - 9/3/2010 12:26:14 AM

-1 Boost

You mean the same car that delayed the Civics launch the Chevy Cruze.

r_driver04 - 9/3/2010 4:38:30 PM

+1 Boost

We use to have to go to Saturn School and Ride and Drives, where they would have the new models and competition available to drive and compare. Funny story, I drove a Sky and a Miata back to back, guess who came out ahead......the Mazda.

This never a good idea if you've been sucking hind tata for the last few decades. Ford could probably pull it off now though!