2013 Chevy Mailbu Eco will start at $25,995 and offer 38 highway mpg

Who will want to buy a brand new, nicely equipped 2013 Chevy Malibu Eco for $25,995? If you peruse GM's press release (available after the jump), then you may think it's people who are cross shopping a Volkswagen Passat TDI SE or a Hyundai Sonata Hybrid, a Toyota Camry Hybrid or a Ford Fusion Hybrid. These are the vehicles that GM helpfully points out cost more than the new Malibu, and the green competition is completely intentional. The Eco trim level, coming in the first quarter of 2012, will be the first 2013 Malibu released and gets 26 miles per gallon in the city and 38 mpg on the highway (GM estimates). The other trim levels for the 2013 model year – LS, LT and LTZ – are not coming until the summer. Until then, the 2012 will still be produced.

As it was getting the new Malibu Eco ready, GM looked at who buys green cars, and found they are people who like a little fancy technology inside. That's why, Russ Clark, GM's director of marketing, midsize and performance cars, told AutoblogGreen, the main marketing message will be that the Malibu Eco offers the compete technological package, combining good fuel economy (thanks to eAssist) and an infotainment system that is more commonly found in higher-end models. "It really is an outstanding package of fuel economy and price," Clark said.

Nonetheless, even with the Eco label, the 2013 Malibu Eco certainly doesn't have the same green cred that a car with the hybrid label does. Clark said that "Someone who is dead set in their mind that they have to have a hybrid," will be difficult to persuade, but that, "this kind of technology [eAssist] will continue to grow over time. It's something that people will become more familiar with."

This is similar to how the Chevy Volt is being received. People don't necessarily know everything about the Volt's powertrain, but they may come into the dealership to find out. Once there, they may purchase a Volt or a Cruze or, soon, a Malibu Eco. "With new technology, you will attract people to your products," Clark said.



Source: Autoblog Green