Chevrolet rolls out the Chevy Spark Woody to woo the youth market at British Boardmasters surf event

The tiny Chevrolet Spark won't go on sale in the U.S. until early 2012 but already Chevy has been making special on-off editions for Europe and the U.K. where it is sold in hopes of attracting the youth market. The most recent is the Chevrolet Spark Woody, announced by Chevrolet UK today.

Wrapped in vinyl imitating the iconic surfer's woody, typically a '30s Ford station wagon pressed into service as a surfboard hauler because they were cheap and roomy old cars, the Chevy Spark Woody was created, says Chevrolet, "to celebrate the brand’s American heritage and connection to youth culture."

As such, the super-mini Spark--it's a foot shorter than the Chevrolet Aveo and in the U.K. powered by a 1.0-liter engine--was taken to a resort town on the southern coast of England where surfing is big (really, in Blighty) and the scene of the annual Boardmasters surf, skate and music festival. The Spark Woody was driven through the narrow streets of Newquay, Cornwall, with a surfboard strapped to its roof rack.

According to Chevrolet--we're no expert on U.K. beaches--the Cornish resort is famous around the world for its surfing culture –"the Atlantic Ocean meets the British Isles at one of its narrowest peninsulas, which gives naturally excellent conditions for surfing." That doesn't mean, however, that a youth-oriented event like Boardmasters is the best venue to hype the super-mini Chevrolet.

An icon is difficult if not impossible to create, particularly if its deliberately manufactured. Were Chevrolet to market the Chevy Spark Woody, we don't doubt that some would sell, but not to the youth market that's the Spark Woody's target. The Beach Boys are just some old guys from California. As for the Chevrolet Spark Woody, probably your British mum or auntie would like it.