By Nat Shirley
Monday, Jan 9th, 2012 @ 12:08 pm

Looking to capture the hearts (and wallets) of under-30 buyers, Chevrolet has introduced a pair of concept cars at the Detroit show that combine distinctive styling, advanced connectivity features and the promise of affordable pricing – if they make it to production, that is.

The first of the concepts, the Code 130R, features traditional coupe proportions, understated fender flares and distinctive 20-inch matte anodized gold wheels. Chevy refers to the overall look as “heritage performance-inspired styling.”

Underneath the sheetmetal is a rear-wheel-drive platform rumored to be the Alpha unit employed by the recently unveiled Cadillac ATS (the two vehicles share a 109.3 inch wheelbase). Power comes from a 1.4-liter four-cylinder Ecotec four with 150 horsepower and 148 lb-ft of torque that teams up with GM’s eAssist mild-hybrid technology.

While the Code 130R is just a concept vehicle for now, Chevy says it would be priced in the low $20,000 range if it makes it to production. A six-speed automatic would be standard, while a three-pedal six-speed would be optional. The Code 130R caters to tech-focused younger buyers with WiFi, smart phone integration with Chevrolet MyLink and a heads-up display.

Like Chevy’s TRU 140S concept, the Code 130R is the result of a yearlong dialogue between Chevrolet and young consumers across the United States, the company states. Why the concentrate on younger consumers? U.S. Census data shows that there are 80 million American consumers approaching 30, and this group represents 40 percent of today’s potential car-buying public and a combined $1 trillion in purchasing power.

“For the car company that can successfully engage this generation, there is a tremendous opportunity,†said John McFarland, senior manager for Chevrolet Global Marketing.

Live photos by Chris Doane.

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