Chevrolet's new compact, the Cruze, cruises into dealership
After much anticipation and ballyhoo, the 2011 Chevrolet Cruze arrived at local dealerships on Oct. 1, provoking an avid response from employees and customers alike.
It’s the sort of outpouring that General Motors has long tried to elicit in the compact car market. And it further vindicates now-retired GM vice chairman Bob Lutz’ quest to improve the company’s products.
Replacing the Cobalt in Chevrolet’s lineup, the Cruze has been hailed for its style and refinement. An Automobile Magazine headline said, “Small-car redemption.” The sedan’s nimble handling received special praise in the magazine’s review.
The first two Cruzes delivered to Bill Crispin Chevrolet near Saline sold quickly, said Tonia Kelley, Internet director and sales manager.
Kelley said “a drove of customers” came in asking to test the car. “Customers were definitely waiting to see it,” she said.
The staff’s excitement was generated by having a “sexier, edgier” new product to sell, she said.
One of the first two cars was bought by a married couple, and the second was leased by a young woman.
“I think the demographics are going to be all over the place,” said Kelley, who joined the dealership three months ago after 14 years with the recently closed Bradley Pontiac-Buick-GMC. Crispin’s concierge service, which offers free dropoff and pickup to service customers, will enhance the ownership experience, she said.
Designed for sale in 130 countries, the Cruze has already been offered in Europe for more than a year.
Automobile Magazine said the “redemption” comes about after “GM’s decades-long habit of peddling outdated and outclassed compacts, usually with the all-too-necessary assistance of hefty rebates.”
Base prices for the Cruze range from $16,275 to $22,695 for LS, Eco, LT and LTZ.
A 1.8-liter four-cylinder engine is standard in the LS, but a more sophisticated 1.4-liter four-cylinder comes with the Eco, LT and LTZ. The smaller engine produces 138 horsepower and 148 pound-feet of torque, output that’s superior in both categories to the larger engine’s production. Six-speed manual and automatic transmissions are available.
The 1.4-liter engine achieves 24 miles per gallon in city driving and 36 mpg on the highway.
The Cruze boasts the most standard safety features in the compact class, including 10 air bags and stability and traction control with anti-lock brakes. The foot pedals are designed to collapse in a collision, helping to protect the driver’s legs.
GM’s OnStar communication system is also standard.
Major optional features include in-dash navigation, a nine-speaker audio system and rear parking assistance.
Besides what Kelley called the “unexpected” standard features, the Cruze’s interior is trimmed in much the same tasteful fashion as that of the highly successful Malibu.
The Cruze, built in Lordstown, Ohio, competes in the marketplace against other newcomers like the closely related Ford Fiesta and Mazda 2, as well as the Honda Civic, Toyota Corolla, Kia Optima and Hyundai Elantra.
Kelley said several dealership employees participated in a sales training program devoted to the Cruze. The session emphasized the fine points of the outside and inside design as well as highlighting the safety features.
She dismissed one issue that might seem a stumbling block: the smaller of the two available engines is the exclusive offering in the more premium models. The 1.4-liter power plant uses turbocharging to achieve superior performance.
“I think customers absolutely know what turbocharged is,'' she said. "A lot of people are doing their research and will come in informed of what that turbo is going to do for them.”
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