YOUTH MOVER VALLEY DESIGNERS CREATE VEHICLE FOR GENERATION Y.

Byline: Jesse Hiestand Staff Writer

NORTH HOLLYWOOD - General Motors Corp. unveiled the first concept car from its secretive design studio on Wednesday - an off-road coupe and sport utility truck that takes inspiration from Baja rally racers and the souped-up road warriors of Los Angeles' streets.

The Chevrolet Borrego may never see production, but the world's largest automaker clearly intends it for Generation Y, the 25-and-under market with a perceived taste for extreme sports and nontraditional styling.

``We feel this vehicle will definitely appeal to the youth market because it was designed from the inside out for them,'' said Frank Saucedo, director of the design studio now known as 5350 Industrial Concepts after its street address on Biloxi Avenue.

The compact and brutish Borrego boasts tires with a 31-inch diameter and tread that zigzags like lines on a topographic map. Designers say they took the pattern from a map of the Anza-Borrego Desert State Park near San Diego. The pattern is repeated on the front grille, roof and elsewhere.

Snowboarders, off-road drivers, hikers and other outdoor enthusiasts were consulted in the six months between first drawing and production, much as Nissan North America Inc. did when designing the Xterra sport utility vehicle for the ``X-games'' generation.

With more than 100 members of the automotive press on hand, GM also took the opportunity Wednesday to debut the newest member of its Cadillac line, the Escalade EXT. Like the Borrego, the Escalade EXT also strives to serve two purposes by grafting an 8-foot pickup truck bed onto a five-passenger luxury SUV.

Both cars will be among the 1,000 vehicles on display beginning Saturday at the 2001 Greater Los Angeles Auto Show, where 18 cars will get their world or North American debut.

About 1 million people are expected to attend the nine-day show at the Los Angeles Convention Center.

``Pretty much every car sold in America will be on display,'' said Auto Show spokesman Robert Meszaros.

The Auto Show will be a crucial test for the Borrego and other concept cars, as public interest can determine which ones go into production.

GM set up shop in a former bakery in North Hollywood in February for the express purpose of drawing inspiration from Southern California's innovative and energetic car culture.

They did not have to look far for ideas.

``In this general area you spot these trucks that emulate the Baja look,'' said Jim Haberek, chief studio engineer. The Borrego ``offers a little more utility because like a sports utility vehicle it can carry things but you can also change the seating layout.''

The reconfigurable mid-gate allows the Borrego to start with two ultra- modern cockpit seats and add more seats by retracting the rear window, sliding back the mid-gate and popping up the beat seats.

With adventurers in mind, the Borrego also features a portable GPS navigation aid for use in or out of the truck, an air compressor to blow dirt out of the interior and a pressurized water tank to hose off dirt and mud from the car - or its occupants.

The car is the first fruit of an alliance between GM and Fuji Heavy Industries, the makers of Subaru. Subaru's Legacy line of off-road cars provided the Borrego's engine (a turbocharged four cylinder), power train, chassis and all-wheel drive system. GM did all the design and production, an effort that also involved staff in Detroit.

``Add Chevrolet's innovative truck concepts to the rally performance and you get a unique opportunity,'' said Mike K. Allen, general manager of Subaru's product planning department.

From the outset, the Borrego was intended for the ``youth and affordability market,'' that segment that spends an average of $19,400 on a new car, which is where GM wants to price the Borrego.

By bridging the gap between a small coupe and rugged truck, GM hopes to attract both male and female customers as well as those who've outgrown the sports compact but see the SUV as ``their parent's car,'' Saucedo said.

GM officials acknowledge that marketing cars to specific generations can be tricky.

``The last thing a young customer wants to be told is that we designed this vehicle just for you,'' said GM Vice President of Design Wayne Cherry. ``Young people believe they set trends, not follow them.''

AUTO SHOW

-- What: 2001 Greater Los Angeles Auto Show

-- When: Saturday through Jan. 14

Weekdays 11 a.m. to 10:30 p.m.

Saturdays 10 a.m. to 10:30 p.m.

Sundays 10 a.m. to 8 p.m.

-- Where: Los Angeles Convention Center's Kentia Hall, 1201 S. Figueroa St.

-- Admission: General admission $8, seniors $5 on weekdays, children under 12 are free

-- Parking: $7 at Convention Center, $5 at Grand Avenue structure on weekends (with free shuttle service), $20 valet parking

-- Information: [phone], Ext. 1

CAPTION(S):

2 photos, box

Photo: (1 -- color) Frank Saucedo, director of the 5350 Industrial Concepts design studio in North Hollywood, shows off his team's first concept car, the Chevrolet Borrego.

John Lazar/Staff Photographer

(2 -- color) The interior of the Chevrolet Borrego concept car is designed to appeal to drivers under 25 who are fans of extreme sports like snowboarding.

John Lazar/Staff Photographer

(3) The Chevrolet Borrego combines sleek elements of the sports coupe with the cargo capability of an SUV.

John Lazar/Staff Photographer

Box: AUTO SHOW (see text)