Monday, December 14, 2009

The 2010 Chevy Camaro

Now, I am a big fan of the 1970's muscle cars. However, with the economic slow down and company bailouts, high taxes on gasoline and oil, and a healthy approach to saving our environment, why is general motors re-introducing the gas guzzling cars of the early 70's? I am referring to the re-release of the Chevy Camaro. What would inspire the flailing company to think it could save the companies bottom line, and actually bring it back into the red. It's retro, everything old is new again and GM is banking on the revival of the muscle car trends of its past to inspire its bottom line to be the same as was in the times of the North American hey day.

The marketing of this old/new Camaro is a head scratcher too. On YouTube, General Motors has started a new advertising campaign geared toward the gay community. The models are not female they are male, wearing tiny yellow underwear with the car's logo printed on them. Grasping a wash cloth, they rub the car until it sparkles. This new advertising campaign targets the gay, bisexual and transgender Americans. GM is marketing the same model car to different audiences in hopes to sell to more people, everyone in fact. General Motors once had 11 brands including international models. They now have plans to spin-off four car models, which means they will not make several brands for the 'soccer mom' in differing tax brackets. Instead they will make several cars aimed at the 'young', childless men and women in differing tax brackets.

They are trying to corner the disposable income types, also known as gay. Also, with this new marketing strategy, this disposable income group is being accessed through movie merchandising. GM is using the new Transformers movie - a film about machines that turn into robots based on a popular comic book, and 80's cartoon - to market the sports car to young people and their hip parents. The company is also marketing the car in the Middle East with a message focused on performance and power. The car will eventually need to be sold in Europe as well, a very different market that tends to prize features such as fuel-efficiency.

Introduced in Canada back in April of 2009, the new generation Camaro is hoped to spark General Motors' sales back into the red. It is inspired by the first generation 1969 Camaro designed by Ed Welburn. Inspired, not copied, by a fellow named Clarke, who insists it is not a retro car. Maybe not, but it has the same profile, blacked out central roof pillars which look similar to a classic hardtop, and the broad haunched rear fender reminiscent of muscle cars, with a solid chassis. It is being sold as a two door coupe; however GM says it will introduce a convertible within the year. Both six and eight cylinder engines are available, each with manual or automatic six-speed transmissions.

Like I said, I loved the old Camaro muscle car and I now dream of owning a new-generation Camaro. I cannot personally buy such a gas guzzling, environmentally unsound vehicle for my day-to-day use. But, if I was one of those people who had a disposable income, I would buy it and drive it on Sundays. Up and down the main drag, showing off, roaring my engine and honking at the ladies. I am so old school.

Sources: I. Videos Gone Viral, II. Laws and Order, III. The Tech Fanatic