Chevrolet has unveiled a new special edition of the Spark (Beat for our market) for the European Market to promote the brand to younger buyers. The car is a homage to the ‘woodies’ of 1950s America and has a three-quarter vinyl body wrap that creates a wood effect on the rear of the vehicle. It also features retro-style white rims and tyres.
Chevrolet said it created the Spark Woody to celebrate the brand’s American heritage and connection to youth culture. Woodies were traditionally large estate cars with timber-framed bodywork that became popular among surfers because they were cheap and large enough to carry boards and equipment. The style remained popular in the US well after wood was no longer used in car production, with many manufacturers using vinyl panelling to maintain the ‘woody’ look.
The Spark Woody was unveiled at the start of the annual Boardmasters surf, skate and music festival in Newquay, but is not for sale. The special edition is one of a series of Art Sparks created by Chevrolet Europe in the past year. Others have been designed by German fashion designer Smeilinener and Portuguese art student Jose Rocha. There has also been a Spark DJ Car complete with the world’s largest record turntable.
A further Art Spark, created by British artist Ian Cook, will appear at the British Touring Car Championship meeting at Silverstone this month.