Respect your elders. That's the undertone of Chevy's new marketing theme, as demonstrated in the humorous Cobalt/Corvette television commercials, and in the retro-styled SSR pickup, which demonstrates a certain appreciation for the skills of yesterday's designers.

Paying homage to elders and the past is also apparent with the introduction of Chevrolet's newest small car, the 2006 Chevrolet HHR (Heritage High Roof). Borrowing its naming convention from the SSR, this four-door, five-passenger truck/wagon/crossover supposedly draws styling cues from the 1949 Chevrolet Suburban, a model that Chevy proudly claims as the first utility vehicle when in debuted in 1936.