The final production date for the front engine Corvette has been announced with surprisingly little fanfare. The traditional and quintessential American sports car is up against the biggest change since it gained an extra two cylinders.
The Corvette has been a polarizing car. It slots somewhere between a pure sports car and a true grand touring car, depending on the generation and definition. It’s fuelled a great debate, allowing European car loyalists to beat up the American car industry for fix and finish, while American car fans talk about value and performance for dollar. Again, depending on the generation and definitions, both can be true.
The shift to the mid-engine car in the Social Media era presents a unique challenge for GM. Everyone is now a publisher with a global platform. Social Media both elevates the individual while encourages and supercharges the race to be the most cynical and snarky. Will this create an environment where the new car will be embraced like never before, offering a global stage with a true assessment of the vehicle’s potential? Perhaps it will elevate the snark and cynicism.
Obviously the big concern is the loyal Corvette enthusiast. The conservative “evolution not revolution” fan base that resists change. It’s a big challenge to move this group along with every new generation of Corvette, but a shift to mid-engine will not make it easier. As devout fan of the Porsche 911, I live in a bit of a glass house here.
The car is and has been the worst kept secret for nearly 2 years, or 30 years depending on your viewpoint. GM has done a lot of smart things with allowing a great number of test mule photos and confirming of test schedules. At times it’s backfired, most notably with the breakdown at a gas station and admission of teething problems. The drive by at the National Corvette Museum and gathering was a very smart move.
Regardless of the teething issues, I believe people today are wanting authenticity and so far GM has provided that, within reason.
I’m very curious to see how GM balances the shift in the Corvette, particularly managing their most loyal and conservative enthusiast base in the world of Social Media. It’s always a risk to make big changes to a brand and product with so much equity and heritage. Social media can hurt and help.
Personally, I believe that people approach the Corvette the way they approach politics and news. Their opinion is largely predetermined and they try to squeeze reality into that existing opinion. For those who like the Corvette brand, then the new car will be the dawn of the great new era. Those who don’t will find the design flaw underneath the interior mirror adjuster button.
Regardless, it’s an icon. I’m excited to see the new car.