Chevrolet goes back to the 50s
Iconic US carmaker Chevrolet is looking back to its glory days in the 1950s for ideas on how to spice up the its image.The Chevrolet brand used to conjure up notions of rock'n'roll, style and energy, but it has since witnessed its market share decline and its name is now associated more with trucks and SUVs than cool cars, according to CNN.
The company's executives are now looking for inspiration from models such as the big, wide Bel Air, with its fins and chrome trim. Chevrolet is believed to be starting its revamp programme with a new version of the Aura Sedan.
The company wants to recreate the wow factor of its 1950s models and produce something that looks unique. Rival motor manufacturer Chrysler has used a similar strategy to revamp its image and has enjoyed success with new models like the Chrysler 300 and Dodge Magnum.
Tom Wilkinson, communications director for GM design, told CNN: "For a while there I think there was a feeling that people who bought Chevrolets cared about a lot of things but they didn't care a lot about design."
However, he also added: "Something that's well designed doesn't have to be radically designed." Mr Wilkinson insisted that the company would not abandon its loyal customers and create vehicles aimed at a style elite.
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