First Look: 2011 Chevrolet Aveo RS

GM needs to move econoboxes into higher price ranges, an intimidating challenge.

Chevrolet will debut the Aveo RS “show car” at the 2010 North American International Auto Show next week.

The diminutive B-car is actually a preview of the next generation of Aveo models from GM’s best selling brand. It also signals the inclusion of a performance hatchback in the line next year, in addition to the current Aveo5 LS model.

The existing Aveo four-door hatch is currently priced at $13-16,000, including a whopping $750 freight charge, and before a $1500 rebate, which means Chevy will try to price a RS version in the high teens.

Aveo RS travels the well worn “hot hatch road” in an attempt to attract youngish, mostly male enthusiasts.

The Boracay Blue theme continues inside, with accent stitching everywhere.

Powered comes via a 138-horsepower (103 kW) 1.4-liter I4 “Ecotec” turbocharged engine, linked to a six-speed manual transaxle.

Consistent with the history of most, if not all small cars, in the U.S. market, the next-generation Aveo becomes bigger, as in longer and wider, than the current production Aveo.

The Aveo RS might be dubbed a show car, but it is actually very close to a real production deal that will be built in Michigan starting about one year from now.    

The car looks like a three-door hatch because the rear door handles are in the C-pillar.

“We hope the Aveo RS show car will demonstrate that we are as serious about redefining the Aveo and its place in the small-car segment as we were about reinventing the Malibu,” said Jim Campbell, Chevrolet general manager.

Translation: If GM is ever to return to profitability, it needs to move econoboxes into higher price ranges, an intimidating challenge not only for Chevy, but also for Chrysler and Ford. All of the Detroit Three traditionally have sold small cars at roughly 20% discounts compared to the long established and formidable Japanese competition, in this case the Nissan Versa and Toyota Yaris to name but two.

The Aveo RS show car, finished in electric Boracay Blue, has traditional Chevrolet design cues such as the dual element grille, round tail lamps and fender flares, but designers played a bit with the show car with its low openings and a lower mouth trimmed in a combination of brushed and polished aluminum.

Outboard fog lamps are worked into an exaggerated brake-cooling inlet that flows into the front fender flares, creating what Chevy terms “aggressive-looking face.”

Exposed headlamps, with brushed aluminum finish, are said to be inspired by the designers’ affection for motorcycles.

The side profile follows current trends with a high beltline and low roofline. Side mirrors, with amber-colored turn signal indicators, carry the same shape as the car. At first glance, the car looks like a three-door hatch because the rear door handles are located in the C-pillar.

The existing Chevrolet Aveo model.

“The Aveo RS show car demonstrates how progressive design can inject personality into a small car,” said Michael Simcoe, executive director, North American Exterior Design.

“We want customers to see it and have an emotional reaction to it.”

The Aveo RS show car’s wheels are 19-inches in size, Boracay Blue is covers the brake calipers.

The rear of the show car continues the sport theme, with an integrated spoiler that flows from the roof, a center-mounted exhaust and chrome exhaust tips. The exposed rear tail lamps feature tinted aluminum housings and a Bowtie logo of course.

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