Can the Chevrolet Cruze Make the Cut?
I've said this before and I'll say it again. I'm deeply concerned over GM's ability to sell the upcoming Chevrolet Cruze. Not that the Cruze isn't a decent car but this could be a case of too little, too late. Like it or not (and I do like it) America is being forced to switch to compact cars in order to lower the cost of purchasing a new vehicle and at the same time reduce fuel budgets. So it's essential that every Detroit manufacturer participating in our market have a totally contemporary, good looking, and affordable compact to compete against the best from Japan, Korea, and Europe. The Cruze, as Chevrolet's offering, risks being overlooked.
Blame this on Detroit's long and lamentable habit of developing a compact in other markets before bringing it to America. By the time we get it, the car is usually dated and worse still, "softened up" to meet the lamentable driving habits of North American consumers. Ford is a prime example of this idiocy, as witness previous Focus models, and Escorts before that, but has finally awaked and will offer the new Fiesta and Focus in almost the same guise as in Europe. Same precise steering, same tight handling, same feel of the road. Unlike the conservative Cruze, both cars feature rakish styling that sets them apart from offshore competitors.
"How" you may ask, "did General Motors let this happen?" (Or did Bob Lutz fail to notice?) The Cruze was developed as a "world car." Fine, except that the rest of the world has been driving it for more than a year, and that includes China and India. Allowing for a three-year development period it means that the Cruze will be more than four years old by the time it reaches North America. But things were different four years ago. Chief designer Taewan Kim says the new Cruze's design is meant to be "bold, not evolutionary. We wanted to take a big step forward, making a strong design statement for Chevrolet products around the world." Got that, folks? "Bold, not evolutionary?" Do you see anything bold in this design?
Fortunately the specs are competitive. The base Cruze features a 1.4-liter turbocharged Ecotec four-cylinder, with an optional 1.8-liter four-cylinder featuring 6-speed automatic or manual transmissions. The 1.8 liter turbocharged engine puts out 138 horsepower and 148 lb-ft. of torque and should be capable of up to 40 mpg on the highway. No less than 10 airbags come standard, including rear seat side airbags and knee airbags. Stability control and ABS will be standard across the lineup, although rear disc brakes remain an option. Clearly Chevrolet has put an emphasis on safety. I'll give it a big thumbs up for the 6-speed transmissions. And for competing in the 2010 World Touring Car Championship.
Chevrolet's North American head, Ed Peper, says the Cruze is actually intended to create a new segment that slots above the Cobalt but below the Malibu. Yet, that being true, it comes up against even tougher competition. No doubt there are many buyers who like their cars to be somewhat conservative, otherwise the Toyota Corolla wouldn't have been so successful, but when viewed alongside the new Ford Focus and the still impressive Honda Civic the Cruze lacks visual excitement. I hope I'm wrong in my opinion, because Chevrolet needs this car to succeed. It can't afford to just "cruise" along.
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