You may recall just over a year ago when AI-generated photos circled around the Internet, depicting Corvette owners as old and outdated with their jorts and New Balance shoes (we did a funny piece here). The pictures were so lifelike that many thought they were real. Below is one of my favorites. [Author’s Note: This article is FREE and not behind a paywall. If/when any popups occur, please click to make them disappear and continue enjoying the article.]
Could this be you?
Just how old is the typical Corvette owner?
Now that 176,000 plus C8 Corvettes have rolled out of Bowling Green, how has the cutting-edge, exotic-like design of the eighth-generation Corvette helped lower the average age of owners? Here is a quick snapshot of where we were before the new demographic figures were just announced.
- Many thought the revolutionary design of the C7 would help bring in the younger generation (and it did to some degree), but the average Corvette customer’s age in 2019 had still climbed to 61 years old.
- Heading into C8 production, individuals between 25 and 40 only accounted for 3% of sales.
- By early 2021, GM said the number of C8 Corvettes sold to Generation X (born between 1965 and 1980) had doubled over the C7.
Where We Are Now
In short, I would say mission accomplished. It’s widely known in the Corvette circles that GM needed to get a younger demographic into the iconic Corvette, and I think we can officially say that the gamble to move away from traditional Corvette styling elements (and engine configuration) has paid off. According to a newly released feature from GMAuthority, the revolutionary mid-engined C8 Corvette has grabbed the attention of younger buyers. And then some.
During an exclusive interview with GMAuthority’s Executive Editor Alex Luft, Corvette marketing manager Harlan Charles shared some enlightening revelations.
GMAuthority: “Has the C8 Corvette provided any surprises with regard to customer demographics?”
Harlan Charles: “We’re getting a whole new generation of customers… We’re the number one sports car under the age of 35…”
Come again?
“We’re the number one sports car under the age of 35.”
Wow! And then Charles went on to say, “Our average age dropped about seven years.” Given how popular the C8 has been and what I’m seeing around social media, I really shouldn’t be too surprised, but to see it confirmed is still remarkable. Charles then said:
“We’ve done something I think that’s very hard to do. We’ve managed to bring in new customers while still exciting the ones that we’ve had, who we love. We were able to give them their dream car, but then we’re able to also attract people who never thought about Corvette before. And now, we have the lineup – Stingray, Z06, and E-Ray – and then the ZR1 as the ultimate one.”
In the cut-throat business world, where one misstep with your halo product can lead to disastrous results, GM managed to pull off this feat. They were able to cater to new, younger buyers without grossly alienating their current ones. Dream cars for everyone! Brilliant.
Some Fun Questions For Our CorvSport Readers
♦ How old are you?
♦ Do you dress like this? Is the stereotype accurate?
♦ When did you get your first Corvette? How many have you owned?
♦ What Corvette generation do you currently own?
Direct Link for Facebook Discussion
Click the BLUE f (top right corner) to reach the discussion
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