Sparking reception with young buyers
Chevrolet’s first ads for the 2016 Spark subcompact didn’t mention the word “car.” Instead, they promised “the Ultimate Mobile Device.”
That’s because the Korean-built Spark is aimed at young, tech-savvy urban “millennials” who value connectivity. They also “want it all . . . but don’t want to pay for it.”
Here’s the result: Cheap Cars 101 Only Chevrolet and Nissan sell 2016 models that start under $10,000.
The original Spark was about $11,500. Nissan introduced its $9,998 Micra and grabbed sales. For 2016, Chevrolet improved the Spark and slashed its base price to $9,995. Nissan, then cut the Micra by $10, for a $7 advantage.
The rivals have similar size and performance specs. The Spark is more refined; the Micra is more dynamic. While both can be upgraded to nearly $20,000, base trims feature roll-up windows, manual keys and stick shifts. Oh, and there’s no air conditioning.
What’s the big difference? Chevrolet’s people mockingly say the Micra comes with a “1992 radio,” while even the cheapest Spark boasts a glitzy touchscreen and an array of connectivity and entertainment features. MyLink The impressive centrepiece of every Spark dashboard is a 7-inch touchscreen that provides access to a generous list of connectivity and entertainment features.
It’s based on GM’s MyLink, which connects to GM services such as the OnStar navigation and assistance system. A five-year basic OnStar package is standard.
The Spark is a rolling, 4G LTE WiFi hot spot. Occupants can connect with the infotainment system using Bluetooth or by plugging their smartphone into a USB port.
Also standard is a four-speaker stereo. Moving up to higher trims brings six speakers and Sirius radio. Android and Apple Android Auto or Apple CarPlay turns the touchscreen into an interface for the phone, opening connections to music, emails, texts, navigation or any other applications, by touch or voice command.
It works well, except that it can’t present more than one application at a time. An example: The driver is relying on directions from the navigation system. A passenger starts to search for music or surf the Internet. The navigation system disappears. Not disastrous, but annoying. Ikea compatible Even the base Spark offers the front occupants excellent comfort, with supportive, adjustable bucket seats. Those in the back will be somewhat cramped.
It’s not great for a long trip, but a party of four will reach the club in good shape.
Chevrolet anticipates many Spark buyers will make frequent pilgrimages to Ikea or similar stores to furnish their condos.
So their Urban Mobile Device must have room for the Swedish emporium’s big boxes.
Only one or two people at a time will be able to undertake these shopping excursions because there’s little space behind the rear seat.
With it folded away, however, all but the tallest Billy shelf should slide in. Under the hood A1.4-litre four cylinder engine generates 98 horsepower and 94 lb-ft. of torque. An easy-to-use manual transmission is standard on the two lower trims, while a CVT is standard on the range-topping model.
Tested without air conditioning, the Spark has sufficient power for city driving. Once up to speed, it does fine for highway cruising. But quick moves and passing are something else. Acceleration is stately, and punching the gas in fourth or fifth gear produces much sound and little action.
Light steering and small size make it simple to manoeuvre and park. It’s quiet, and surprisingly smooth and solid for such a tiny, light car. Fuel economy — 6.7 L/100 km com- bined for the CVT and 6.9 for the manual — is mid-range. Value proposition We’re talking only about sub-$10,000 base models, but the Spark appears to offer great value. It includes infotainment features usually limited to higher-end models, and it’s also a surprisingly comfortable, quiet and well-mannered car.
Its main rival, Nissan’s Micra, beats it a little in the power category and considerably in the driving fun department. But the Spark is miles ahead in interior sophistication and tech gadgets that Chevrolet believes are the keys to attracting young, urban buyers.
If that assessment is right, the Spark will do well.