Chevrolet is launching ChevySmallCars.com, an all-new lifestyle-oriented website focused on its small car offerings, the Spark minicar, Sonic and Trax small SUV.
“The Spark, Sonic and Trax all target a younger, more socially savvy buyer,” said Steve Majoros, Chevrolet director of cars and crossovers. “When we looked at reasons for purchase, cross consideration and demographics, we found a number of similarities. By aligning these products we can be more strategic and create more engaging, sharable content that speaks directly to this audience.”
ChevySmallCars.com will host content designed with a younger customer in mind and do it in a way that allows visitors to engage and discover Chevy on their own terms. At the heart of it is “Small Talk,” three short episodes featuring the Sonic, Spark or Trax, produced by Funny Or Die and hosted by comedian Al Madrigal. The videos will also be hosted on Funny Or Die.
In ”Sonic Sessions,” up-and-coming artists Kickstand Band perform one of their songs in a Sonic. It’s filmed in a raw style, with the band’s music merging with environmental sounds to create a unique listening experience. The band gets creative with the small space in the Sonic, playing their song on smaller instruments.
”Find Your Smallmate” gives visitors the opportunity to take a small quiz and, based on their answers, matches a small car to their personality. A way for consumers to find the best small Chevy for their lifestyle.
“Sonic, Spark and Trax customers are likely to be first-time new car buyers and traditionally are more likely to stay with the brand as their needs and lifestyle changes and they need to move up to a bigger sedan or SUV,” said Majoros. “We’ve introduced a lot of new vehicles in the last few years and the new website is a great way to expose a portion of our portfolio that not everyone knows about.”
As part of the new small car initiatives Chevy will also partner with media outlets such as .Mic, Complex and Thrillist in concentrated key markets.
Additional content coming for ChevySmallCars.com includes:
- Customizer – visitors get to choose from a variety of whimsical features to customize their small car such as rabbit ears, cool designs and backgrounds and then share it socially
- Custom Podcast with John Hodgman
- Mini Mix Tape – includes three up-and-coming artists
- Upgrade Me – influencers ”hack” small living spaces
- Small Victories – celebrating the everyday greatness of small.