Chevrolet unveiled its new 2014 Corvette at the Detroit Auto Show on Sunday–and while the new model boasts gas-and-speed-friendly features and an updated look, it remains, without a doubt, a Corvette.
The 2014 model pays homage to its ancestors by reviving the retro Stingray name, but chief engineer Tadge Juechter made clear that this is a car for the 21st century: “We don’t want to do retro…we don’t want to go back and do like some manufacturers [and] go relive the glory days.”
While the Corvette, which celebrates its 60th birthday this year, is not nearly Chevy’s best-selling car (the company barely sold 12,000 last year), the iconic (if impractical) muscle car is an integral part of the company’s branding.
Brian Moody of AutoTrader says, “It’s almost like a rolling billboard for the company, for the attitude of the company [and] the spirit of the company”. He went on to say that the purpose of building a high-performance sports car like the Corvette isn’t actually to sell a lot of Corvettes, but to sell more Impalas and Malibus.
That’s not to say, however, that Chevy isn’t invested in expanding the Corvette-buying market.