Three months ago I started driving a Chevrolet Sonic. Coming from a Japanese manufacturer who’s main brand pillar is performance and building a driver’s car, getting into Chevrolet was giving me heart burn and to top it off a small car.
Selling 101 is believing in the product that you are promoting. Choosing to come work for Chevrolet immediately put me at a disadvantage to becoming a great salesperson. We know that Chevrolet ignored the long-term effects of brand and customer loyalty by building years worth of cheap, badly engineered vehicles and blowing them out of showroom’s with copious amounts of customer incentives.
Good thing my intent of joining Chevrolet was never to be the world’s greatest salesperson, nor was it to fall in love with a product that is struggling to find it’s place with Generation X, Y and Z.
Regardless of my reason’s behind choosing Chevrolet as a brand to work for, I had reservations driving one which I feel were well grounded being a) the brand’s negative perceived quality and b) driving a Small Car, where I would have to adjust losing the comforts most commonly found in full-sized, luxury vehicle, including interior features and most important, power.
After 3 months the Chevrolet Sonic, I have been pleasantly surprised by my growing adoration for the Sonic and here are the top 5 reason’s it has won my admiration:
1) It has a driver’s side armrest. This might sounds trivial but this is an item that as driver’s we don’t realize how important it is until it’s gone! Alot of entry-level vehicles lose the driver’s seat armrest in favour of a slight price advantage. How much would you pay for a driver’s seat armrest $50, $100, $200?
2) Comfortable seats. Another easy way to reduce cost in a vehicle without visually losing feature’s is using cheaper materials. Seats are a great way to reduce cost with less expensive cushioning. Again, it is something a driver might not necessarily notice until after delivery on that +600 km road trip to Montreal. With over 5,000 km’s, my buttock and back are happy campers and game for any road trip I deem appropriate.
3) Standard Bluetooth! The majority of customers coming into the store are baby boomers, is this brand specific or is the biggest consumer group evenly shopping all brands? In any event not all baby boomers seem to care about this standard feature, however, I feel Bluetooth is super important for late Gen X’ers and Gen Y, the target audience of Sonic. What is curious is the target audience is insisting on skipping the Entry-Level Sonic altogether and opting for the larger Chevrolet Cruze. From my perspective on the sales floor, the Entry-Level segment is overloaded with interesting product that the target customer’s aren’t interested in buying. Gen X and Y reasoning on moving up to the Cruze, well they are thinking about children in 2 years and want something that will fit them for 5 years. So who is coming into the store to talk about Sonic? Baby boomers who have grandchildren to cart around three times a month. Again, is this the core customer’s of Chevrolet just coming out for a tour of the dealership or is this a trend for all Entry-Level competitors?
4) Zippy when I need it to be. Sonic does a great job of merging into traffic on the 401, 427, QEW and 403, to name a few major highways. A few years ago, I met a rather handsome fellow (his handsomeness is irrelevant to the story, but decided it was worthy to note) who had a little sticker under the speedometer of his car that said “SLOW DOWN”. I found it amusing and sweet and if you know me, I could hardly contain my laughter not because I thought him funny, but rather it was so ingenious! We would get into heated arguments about speeding and since he’d had enough tickets to prompt a “SLOW DOWN” reminder on his dashboard, I didn’t have much of an argument. I vote that Sonic come standard with a factory installed “SLOW DOWN” sticker, just as a friendly reminder!
5) Instrument panel and Centre console. I love the interior styling and ease of use of the controls on the Instrument panel and Centre console. I am equally happy that Chevrolet has taken queues from import brands where fit and finish is an engineering consideration. I particularly like the “motorcycle” inspired interior design and the steering wheel controls with their soft rubber grips that make it easy to navigate through the menu’s.
**I have to add one more item to my list of things I love about the Sonic, Remote Start! What a great feature and it has a pretty impressive range (for me anyhow). When I step out of my elevator in the parking garage and I am still a 3 minutes walk to my car, I press my remote start and it turns on! Love it!
***One more item, this is standard on all Chevrolet’s, the Auto On/Off Headlights that sense when to turn On/Off the night headlights! Its so great not having to turn off the lights when I park the car, and equally, something I do not have to think about when it starts getting dust, they magically turn on 🙂
Similar to a relationship, after all the newness and excitement wears off, it’s important to have the must-have, important features – they make all the difference! Regardless that I sell for Chevrolet, I happily promote Sonic with fevor because I believe in the product.
What was your favourite car and more important, top 5 must have features?