As sure as the sun
rises and God makes little green apples, there will
always be a Chevrolet Corvette.
Exactly what the next generation of
America's most revered sports car will bring is the
topic of intense study within General Motors, however.
The Corvette is arguably the world's
best sports car. It has looks that would make Ferrari
proud, performance to match Porsche, and a price that
undercuts both by tens of thousands of dollars.
It also has countless fanatical
admirers and a devoted owner base built up over decades.
This is not a formula an automaker
messes with lightly.
However, there's a school of thought
within GM that the next Corvette — which probably
won't hit the road for at least three to four years —
must break the mold.
Chevrolet finds itself on the horns of
a dilemma. Should the new Corvette embrace higher
technology and the higher price that would go with it?
Or should the mid-2010s car reach out to buyers
enraptured by the 'Vette mythos but unable to afford
today's car?
It may do both.
Prices for the 2010 Corvette start at
$48,930. It's a bargain compared with other beautiful
high-performance sports cars like the $114,200 Audi R8,
$192,000 Ferrari California and $76,300 Porsche 911.
However, the Corvette is out of reach
for many buyers. At the same time, its relative
affordability keeps Chevrolet from equipping it with
higher-tech drivetrains, expensive lightweight materials
and the most advanced electronic systems the world's
other supercars offer.
One school of thought within GM says
Chevrolet should split the Corvette into two models —
a high-end vehicle that offers everything Audi, Ferrari
and Porsche do and a separate, more affordable model.
"To compete fully with Porsche,
prices would have to go well over $100,000. That's not a
volume car, so it makes sense to have another model that
appeals to buyers who are a little younger," said
Bill Perkins, president of Perkins Automotive Group in
the Detroit area.
GM has not made any decisions yet. If
it takes the two-model route, however, the cars would
have different styling, names and powertrains
The upside is obvious: Make a great
car better and charge a higher price for it while
tapping into a pool of new customers.
The risks are equally clear. By
fiddling with a winning formula, GM risks alienating
existing buyers without winning new ones.
"Any time you talk about changing
an iconic model, there are always pros and cons,"
said Rebecca Lindland of consultancy IHS Global Insight.
Porsche has shown the strategy can
work. Its Cayman sports car offers Porsche performance
and looks for a lower price than the 911. It boosted
sales without tarnishing the 911's reputation.
Standing pat may not be an option for
the next Corvette.
"Generation X doesn't relate to
the Corvette," Lindland said.
Indeed, Corvette sales hit a 49-year
low of just 13,934 in 2009, Edmunds AutoObserver.com
notes. Corvette's 48.3 percent decline was far worse
than Chevrolet or GM as a whole suffered in
recession-plagued 2009.
A more affordable Corvette would be a
return to the model's roots, IHS analyst John
Wolkonowicz said. As late as the mid-1990s, "mere
mortals could afford Corvettes," he said. "A
college grad could order a new 'Vette. You don't see
that anymore."
However, the more affordable version
must not be a 'Vette-lite, IHS consultant Bruce Harrison
said. "It must be a no-excuses car — it almost
needs to be everything today's Corvette is."
If GM can build that car for around
$40,000, there's room for a separate top model with
prices that start above the current Corvette and extend
well above $100,000, he said.