AM Online

Finding the niche

I get wound up by elements of the consumer motoring press sometimes.

It’s far too easy to find lazy reviews of new cars which haven’t properly considered the target customers.

Take for instance the new Chevrolet Aveo. I had it on test for a week recently. Sure, it’s not packed with the latest technological advances of the automotive industry.

But it meets the needs of its market – the value-conscious older customer.

This is apparently lost on some of the writers whose reviews come near top on a Google search for ‘Chevrolet Aveo Review’.

Criticising the high seating position and oversized steering wheel means missing two of the very points that appeal to the older, less physically mobile generation which is the staple of Chevrolet’s business.

Thankfully for dealers, there’s a large bunch of consumers who simply want a cheap car that they can get into, start up and trundle to their local amenities with minimum fuss.

And they're the ones who'd paid off the mortgage and got a bit of money to spend.

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