…or die trying. Back when I was working on my Ph.D., the potential for more intensively involving consumers in the development of new products fascinated me. I saw potential to improve the lives of people on both sites of the equation, the creators of products and those who buy and use them. Perhaps they could even get to really know one another?

Since then, the Internet has come into being, and more recently all sorts of social media. The desire for community is increasingly recognized.

Well, Chevrolet claims to have more intensively studied Gen Y than anyone else. They learned that Gen Y wants a company that understands them and involves them. Chevrolet seems to be really trying to do both.

The first fruits of this effort: a pair of concepts. Supposedly Gen Y likes the look of coupes, but wants the ability to carry three of their freinds. So both concepts are two-door coupes. Why not three as in the Hyundai Veloster or even four? I suspect because GM has traditionally loved coupes even more than Gen Y, and might be projecting a little, or more than a little.

The first concept, the TRU 140S, aspires to be an “affordable exotic.” But it’s been seen before, with a strong resemblance to the recently deceased Mitsubishi Eclipse. The Hyundai Veloster, with the same goal, is a much more innovative and intriguing design.

On the other hand, the second concept, the CODE 130R, IS new, in that it’s old. With a theme of “pure functional muscle,” it seeks to capture the flavor of a 1960s muscle car in a compact coupe. Perhaps because it had the same goal, there’s a resemblance to the Aussie Falcon coupes from the original Mad Max movie. The size and proportions appear similar to the BMW 1-Series. To top it off, this concept is rear-wheel-drive: so it wouldn’t be all show. It’s performance could fulfill the promise made by its look.

The CODE 130R’s styling isn’t for everyone. Our photographer, Eric Merrill, found it ugly. And he’s much closer in age to Gen Y than I am. So if this car were produced, it could end up appealing most to buyers in their 40s and 50s–much like many past efforts to target Gen Y.

Just one request: add two more doors (rear-opening would be okay), and perhaps a hatch as well. I’ve been requesting a compact, light, affordable rear-wheel-drive hatch for a decade. Chevrolet: I might be over 40, but strongly suspect that such a car would appeal to Gen Y as well. Remember, they told you they want functionalty.

So, which concept do you prefer? And are you Gen Y?

P.S.: Chevrolet also publicly revealed the 2013 Sonic RS. Appealing upgrades to the exterior, seats, and suspension, but no power bump. I enjoyed the LTS with the 1.4T and six-speed manual for a week recently, and the RS should drive even better, if not as much better as it would be with more power.