Chevy rolls out TV spots for Malibu Eco on Monday
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DETROIT -- Chevrolet said today that it will launch commercials for the redesigned 2013 Malibu on Monday during a TV blitz that focuses on the NCAA basketball tournament.
One model will be introduced: the Malibu Eco, which uses General Motors’ eAssist system to boost fuel economy. Until now, eAssist was available only on Buick models.
Chevrolet also said today that the 2013 Malibu with GM’s new 197-hp 2.5-liter four-cylinder engine will go on sale in July, followed in the fall by the Malibu with a turbocharged 2.0-liter four-cylinder engine that generates 259 hp. Neither of those engines will offer eAssist.
Kevin Mayer, director of Chevrolet advertising and promotions, said the new TV spots will send three messages about the Malibu Eco’s eAssist system: “It captures energy, manages the energy and unleashes the energy at certain times,” Mayer said during a press conference today.
One TV spot features a man in his 40s picking up his parents at the airport as he explains the advantages of eAssist. Another spot shows two couples in their early 40s riding in the car as the driver touts eAssist.
The Malibu Eco has GM’s 182-hp 2.4-liter four-cylinder engine that is linked to eAssist technology.
The system uses an electric motor and lithium ion battery, stop-start system and other technologies to boost fuel economy. Regenerative braking provides as much as 15 kilowatts of electricity to charge the battery. The electric motor provides as much as 15 hp of electric power boost during acceleration.
Chevrolet says the car will get 25 mpg city/37 highway.
Russ Clark, marketing director for mid-sized and performance cars, said about two-thirds of Chevrolet’s dealers will have cars to display when the advertising begins Monday.
The Malibu Eco carries a $25,995 sticker price, including destination.
