Chevy is trying to appeal to a younger generation of buyers. And what better way than to co-opt the pictographic language of youth?
Ahead of the reveal of the new 2016 Chevrolet Cruze, GM put out a press release composed entirely of emojis. No words--only pictures. The carmaker even inserted its own "bow tie" logo emoji for the release.
Chevy is encouraging intrepid readers to attempt to decode the news ahead of the real announcement on Tuesday. Some of the pictograms are pretty clear (happy face/heart/car is pretty clear) but some are decidedly not (plus sign/gas pump/right arrow/basketball?) (Update: Chevy has released the translation, which you can see below)
"Because emoji is international in its adoption, we wanted to have fun and be irreverent with our audience," Craig Daitch, Chevy's senior manager for social media, said. "The release is the first piece of a week-long narrative featuring emoji."
Are you emoji-literate enough to decipher it?
The all-new 2016 Cruze blends innovative technology, striking design and impressive efficiency into one sporty ride. It's the best new thing since sliced bread for stylish and socially connected people. A Chevrolet spokesperson said: "We had the idea that the new Cruze could change the world."
Design: Athletic build, stylish and good looking
Technology: 7 connected devices with available 4G LTE Wi-Fi. Cool! First in its class to offer compatibility with Apple CarPlay and Android Auto. Bluetooth compatible. Touch screen. Speakers/music.
Seating: Seats 5
Fuel efficiency: The 2015 Cruze offers an EPA-estimated 35 mpg hwy. The 2016 Cruze is expected to offer better fuel economy, which is awesome. Look at how much time will pass before you need to fill up your tank again!
Safety: 10 air bags. Comes with OnStar standard for 6 months.
Available: Soon! Coming in Spring 2016.
In conclusion, get ready to go places in your Cruze. It has the technology and fuel efficiency you need wrapped up in a fun ride. Prepare to fall in love.
--This story first appeared on Business Insider.