Chevrolet Introduces Prizm

03/31/97

The Associated Press reports that GM showed off its 1998 Chevrolet Prizm subcompact sedan Thursday. The car is Chevy's first subcompact to carry the bow-tie logo rather than the import-sounding Geo name. The Chevrolet division announced in December that it would rebadge its three small Geo vehicles as Chevrolets starting with the '98 model year.

GM created the Geo brand in 1988 as a gimmick to lure import buyers into Chevrolet showrooms. The company felt that a separate "umbrella" brand was necessary to distance the Geo model line (which was made in Japan at that time) from Chevrolet's image. Currently, Geos are made in North America in joint ventures with Toyota and Suzuki.

Today's Prizm models are made at the New United Motor Manufacturing Inc. plant in Fremont, Calif. with Toyota Corollas. The Prizm and the Corolla are mostly the same.

The new model maintains the Prizm's conservative look. Prizm program manager Thomas Kibbey said that Chevrolet's research showed Prizm owners didn't want any major stylistic changes. 65% of all Prizm buyers are women.

Chevrolet says the new model has a more rigid body and offers a quieter ride. It's powered by a 1.8-liter, 4-cylinder engine, and offers optional side-impact air bags. The car also features a fuel-vapor recovery system at the moth of the gasoline tank. The latter feature is designed to prevent noxious fumes from escaping during refueling. The system will be required on all cars by 2000.

Chevrolet has set sales targets for the new Prizms at 60,000 to 70,000 units per year. Last year it sold 85,000 of the cars, but it only expected to sell 50,000 to 60,000 units this year.

Paul Dever -- The Auto Channel