With the arrival of the mid-engine C8 Corvette, Chevrolet has been able to accomplish what some may have thought was unobtainable in the past – a new kind of Corvette owner that’s younger, wealthier, and more diverse than the buyers of previous generations.
Not that anything was wrong with the previous owners, other than the fact that they were aging themselves out of the Corvette, and without an ample market to replace them, where would the car be today?
Luckily, Chevrolet’s gambit with the C8 Corvette has proven to be a success as recently confirmed by Chevrolet Marketing’s Tony Johnson who was on hand at the Belle Isle reveal fo the 2022 Corvette IMSA GTLM Championship Edition.
Our friends from MuscleCarsandTrucks.com were also at the reveal and they bring us the following from the discussion:
“It’s definitely grown in a lot of perfect ways,” said Johnson in an interview with MC&T. “Higher household income, a younger buyer believe it or not, and a more diverse buyer. So we’ve expanded out to new markets that previous generations maybe hadn’t touched. I think the mid-engine nature and the premium interior have really positioned this as like a real supercar, not just an exotic supercar, and I think that’s what’s really leading to a lot of that. Something we’re really excited about is getting a hold of these new customers and introducing them to not just Corvette but Chevrolet as a whole.”
The Corvette has always punched above its weight class when it comes to matching performance with the likes of Porsche, BMW, and Ferrari at a much lower cost. And while that may have been okay for bragging rights, unless you are converting the owners of those cars into customers, it’s just bragging.
That’s been another area of success for the C8 Corvette is its ability to woo those foreign sport car customers into buying their first Chevrolets.
“We’re seeing a lot of trade-ins coming in from Porsche, Ferrari, and some of the other exotic supercar makers, which again, I think this vehicle is primed to go after with its mid-engine layout and that premium interior,” said Johnson.
The mid-engine Corvette Stingray has clearly been a game-changer for Chevrolet. For all the awards and accolades the car has generated since it was first revealed nearly two years ago in California, these statements from Chevrolet’s Tony Johnson provide a deeper understanding of exactly how much of a grand slam home run the C8 Corvette has turned out to be.
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