Sparking the Motorama

MANILA, Philippines - Chevrolet Philippines-The Covenant Car Company, Inc. (TCCCI) had much to crow about in last weekend’s “Motorama” event at SM Mall of Asia Music Hall.

The affair, which drew more than 7,000 people by the company’s estimate, was a chance for Chevrolet to flex its muscles and showcase its portfolio of vehicles (and extend tempting deals for the motoring public), and delight the mallers with a concert featuring Karylle with Beatbox Gor, and the much awaited Philippine International Pyro Musical Olympics (which it sponsored). As a fitting centerpiece, Motorama was also the occasion to formally introduce the all-new iteration of Chevrolet’s entry-level ride, the Spark.

Even at first glance, the 2011 Spark distinguishes itself from its predecessor by looking more refined and value-laden than its price point would suggest.

Said Chevrolet Philippines–TCCCI COO and managing director Atty. Albert Arcilla: “We’d like to describe Chevrolet Spark (as) small but with (a) massive attitude because of the big things it can do for your life and driving pleasure. Its stylish design, solid handling and fuel-efficiency, (are) guaranteed to spark some fun in your every drive.”

The radically altered exterior also does the Spark an added favor by making it standout from a cheaper model by a Chinese brand that had presumably aped the earlier Spark. GM went to court over this, but that’s another story.

Under the hood, Chevrolet equips the new Spark with a 1.2-liter, four-cylinder power plant – with DOHC to boot. It musters a reasonable 80 horsepower for its size. Indoors, the car sports first-in-class LED lighting for instrumentation. Its combination of analog and digital gauges also add more snob points in a previously bare-bones segment. Lyn Buena of TCCCI says the Spark goes for an affordable P568,000. We wouldn’t be surprised if it shakes up the segment and make its competitors sweat.

Aside from the Spark unveiling, Motorama treated the public to some up-close-and-personal interaction with Chevrolet models via test drives. TCCCI also hatched some nifty promos and gimmicks – giving away fuel cards, merchandise, and gifts from partners.

Fans of the Transformers movie franchise – laden with good-looking American cars including Chevys – also got a peek at the latest installment: Transformers 3: Dark of the Moon.

Speaking of Transformers, at Motorama was a “Bumblebee” edition of the Chevy Camaro seen in the movie, and “Skids” – a 2011 Chevy Spark. This, along with a towering “Autobot” made Motorama a visual feast for car lovers of all ages.

Incidentally, Chevrolet turns a century in 2011. Yes, it’s been 100 years since the Detroit firm was founded by racecar driver Lois Chevrolet and General Motors Billy Durant. Today, it now boasts presence in more than 130 countries.

That’s something else to crow about, certainly.