By Nat Shirley
Monday, Jan 9th, 2012 @ 11:26 am

Chevrolet has unveiled a pair of concept vehicles at the Detroit show aimed directly at the under-30 crowd. The second of these concepts, the TRU 140S, bellies its Cruze underpinnings with styling that blends elegance and aggression in equal measures.

Chevrolet says the low-slung TRU 140S is intended to appear “confident, exotic, expensive and fast.” Sending power to the front wheels in the TRU 140S is a turbocharged 1.4-liter Ecotec inline-four good for about 150 horsepower and 40 mpg on the highway, while a hatchback configuration gives the car a dose of practicality. Inside, the car features WiFi, smart phone integration with Chevrolet MyLink and a heads-up display. If produced (and that’s a big if), Chevrolet says the car could sticker in the low $20,000 range.

The TRU 140S is the result of a yearlong dialogue between Chevrolet and young consumers across the United States, the company states. Why the focus 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.

“Chevrolet has always stood for making the aspirational attainable for all generations†said GM president Mark Reuss. “These two concepts interpret that vision for a new generation. We’re seeking out our newest customers’ opinions, listening to their advice, and engaging them in new ways.â€

Live photos by Chris Doane.

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