Chevy Cruze on HGTV

Let’s see: the channel that brings you “Property Virgins” is rolling out with a program with significant support from Chevrolet that might have a variant name using the modifier “Car.” Following the model used for the “House Hunters” program, “Car Hunters,” which is being used in ads and as videos on hgtv.com, it shows people who—surprise, surprise—opt for a Chevy Cruze rather than a Honda Civic or a Toyota Corolla.

Let’s see: the channel that brings you “Property Virgins” is rolling out with a program with significant support from Chevrolet that might have a variant name using the modifier “Car.”

Following the model used for the “House Hunters” program, “Car Hunters,” which is being used in ads and as videos on hgtv.com, it shows people who—surprise, surprise—opt for a Chevy Cruze rather than a Honda Civic or a Toyota Corolla.

A market research firm, GfK, went out and purchased cars in the $22,000 to $24,700 price range. Then GfK picked the participants, people who were in a market for a compact sedan. They were given test drives and information. “Each vehicle was represented equitably,” said Alan Czarnomski, GfK executive vice president, “enabling participants to make unbiased decisions about which vehicle best fit their needs.”

No drum roll needed.

J

HGTV Car Hunter Jessica (GM Photo)

But a bit of a surprise.

Of the 26 people, 16 selected the Cruze. Eight picked the Civic. One picked the Corolla.

No word on the 26th.

While this may be all good for Chevy, is it? Realize that the Civic is in its eight generation, and has been around since 2006. One would imagine that the Cruze, which is brand-spanking new, would have spanked the Civic. But that was not the case.

We’d consider this in greater depth, but “Income Properties” is on HGTV.