Concept of the Week

The people have spoken—Chevy's Beat gets the green light and goes into production

The Beat Goes On

By Stuart Schwartzapfel

Remember that funky trio of micro-size concept vehicles that Chevy unveiled at the 2007 New York Auto Show last April? The Beat, Groove, and Trax concepts advertised a new and improved global design language that had emerged from 11 separate GM design studios around the world. To coincide with the unveiling, Chevy set up a Web site that offered consumers the ability to vote for their favorite. After more than 1.8 million votes, Beat, a three-door hatchback, emerged victorious. GM recently announced that the Beat would be going into production in mid-2009 as a 2010 model.

The Beat Concept will serve as the inspiration for Chevy's next-generation European city car (also referred to as a supermini). The auto industry rumor mill suggests a U.S. import is possible. Let's hope so, because Chevy's current entry-level subcompact, the Aveo, is not exactly raising pulses.

Assuming Chevy doesn't water down the design, the production Beat will be to subcompacts as the Cadillac CTS was to entry-level luxury sedans when it launched in 2002. Wheels are pushed way out to the corners with minimal overhang ahead of the front wheels and behind the rear ones. The roof and glass that surround occupants (the greenhouse) takes a pleasing shape that is complemented by the sloping rake from the top of the windshield down to the snub-nosed hood. Power comes from a 1.2-liter turbocharged gas motor while 17-inch wheels on a car of this size would do a nice job of toughening things up that much more. All of these macho, decidedly non-cute styling cues make sense considering that the Beat's production cousin will likely be aimed at a younger, more technically oriented demographic.

The verdict: It's refreshing when automakers listen to consumers.

Schwartzapfel, a certified car freak, has studied the automotive marketplace and worked as an advertising/marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.

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