It seems GM was right in the money in its decision to import the Chevrolet Trax into the US market.
Launched in the US around mid-December, the 2015 Chevrolet Trax has gobbled up market share quicker than Pacman eats pac-dots and now holds the no. 2 spot in the small crossover utility vehicle segment. The only CUV to out-muscle Trax is its sibling, the Buick Encore.
Best of all, it’s not just GM buyers that have sprung for the diminutive CUV – 47 percent of buyers are new to Chevrolet. The 2015 Trax is also attractive to coveted “millenials” (19 percent of buyers are under the age of 35) and woman (58 percent of buyers).
And it’s not just the CUV segment that’s performing, SUV sales in 2015 are positively surging and now account for a remarkable 37 percent of total industry sales, according to GM.
The compact SUV segment, where the Equinox dwells, led the industry last year and is on a similar trajectory in 2015. The ‘Nox, as well, saw its best January and February ever, with sales up 14 percent. Meanwhile, there’s a touched-up 2016 Equinox hitting the market soon.
Similarly, total sales of the Chevy Traverse large crossover were up 28 percent in February, its best February since its introduction in 2008 (as an ’09 model).
“The Trax gives customers another choice in the Chevrolet portfolio between small cars and SUVs,” said Steve Majoros, Chevrolet director of marketing for cars and crossovers. “The Trax offers customers a well-equipped, entry-level SUV that was not an option before, and it is one more way we hope to earn customers for life.”
Based on early tracking, Chevrolet says the trio of aforementioned SUVs will perform even stronger this month.
Here’s a closer look at the Trax’s performance:
- More than 6,000 U.S. sales since launch
- 25.5 percent share in February, trailing only the Buick Encore
- 58 percent female buyers – highest in segment
- 19 percent are under the age of 35
- 47 percent are new to Chevrolet
- Dealers requesting three- to five times the number allocated to them because of customer interest.