Chevrolet launches 4-cyl. Impala at Detroit-Hamtramck

 

The Chevrolet Impala is steeped in more than five decades of history — and that’s part of the problem for General Motors.

Once viewed as a great American sedan, Impala developed a staid image in recent decades as Chevy focused on strengthening the visual appeal and sales of its midsize sedan, the Malibu.

But GM has given Impala the priority it deserves with the redesign for the 2014 model year. The car hits showrooms this month after production of the mainstream 6-cylinder version started last month at GM’s plant in Oshawa, Ont.

And on Monday, GM launched production of the 2.5-liter, 4-cylinder version of the Impala at its Detroit-Hamtramck assembly plant, coinciding with a fresh marketing campaign that kicked off a week earlier.

“People will look at Chevrolet differently than they did before as they look at this vehicle,” said Don Johnson, Chevrolet vice president for U.S. sales and service.

The arrival of the new Impala comes a year after GM unveiled it at the 2012 New York International Auto Show.

But changing consumer perceptions the car could be a tall order.

GM executives want to change Impala from a car sold mainly to rental agencies and corporations. Such fleet customers account for 70% of its sales now. Chevy’s goal it to cut that to 30%, with 70% sold to consumers. Retail sales are usually more profitable because the cars sell at a higher average price than those sold to fleet buyers.

Rich Martinek, senior manager of Chevy advertising, said the vehicle will attract younger, more educated buyers and is likely to draw more men than the previous version. The average age of a 2013 Impala buyer was nearly 60.

But Chevy’s new television spot for Impala that launched March 31 features a tuxedo-clad man drawing attention in his new Impala wih a soundtrack of Frank Sinatra’s “Fly Me to the Moon.”

Ultimately it will be performance, fuel economy and interior comfort that drive sales.

The 3.6-liter Impala, which Chevy expects to be the most popular version, gets 29 miles per gallon on the highway and 19 in the city. It has additional legroom in the front and back and its wheel base is 1.2 inches longer than the 2013 Impala. It also features the upgraded version of the Chevrolet MyLink infotainment system, said Impala chief engineer Todd Pawlik.

The car will be competing against full-size sedans, including the Ford Taurus and recently redesigned Toyota Avalon, which has been posting sales gains.

“We actually did a lot of research into the name and it turns out it has a lot of equity,” Johnson said. “It really represents that flagship vehicle brand within Chevrolet.”

Johnson said he expects Impala sales will eventually top 2012’s 169,351 units, even though full-size sedans have lost ground in recent years to midsize sedans and crossovers.

“We expect with the Impala we are actually going to drive the segment to grow,” Johnson said. “The segment hasn’t been strong in the past ... because the products that have been in there haven’t been what the customers are looking for.”
Source: freep.com