DETROIT -- General Motors has a big obstacle to overcome to reach its goal of elevating the Chevrolet brand to Apple status: Young people simply are more interested in iPhones and iPads than Camaros and Cruzes.
At least, that's one conclusion GM drew from talking to some 9,000 young people over the past year to get feedback for two new Chevy concepts it unveiled at the show here Monday.
"Who really knows if it's really possible to make young people fall in love with an automotive brand the way they do with their phones, their laptops or their social networks," GM North America President Mark Reuss said Monday. "If there's a way to do it, Chevrolet is going to find it."
GM marketing chief Joel Ewanick first talked about GM's Apple envy last summer. Apple's reputation for innovation and its laser focus on the customer are traits that make it perhaps the world's most revered corporate brand.