Chevrolet revealed plans for the 2016 Trax Midnight Edition, which is plans to build 1,000 examples of and send them off for sale in February of 2016. Though it may seem like just another special edition, the vehicle is part of a long-term crossover strategy from General Motors.
The Detroit Free Press reports GM will continue to bolster crossovers from the Chevrolet brand. Specifically, Alan Batey, GM North America President, says the body style has gone completely mainstream, and thinks crossover buyers will never get back behind the wheel of a car.
The Trax has been an important vehicle for the brand, bringing in plenty of newcomers. 21-percent of Trax buyers are new to Chevrolet, while 58-percent are female.
While the Trax rides its success waves, Chevrolet is busy working on replacements for the aged Equinox and Traverse. Despite both vehicles’ ages, GM continues to have difficulty keeping up with demand for the midsize Equinox and full-size Traverse.
To further take advantage of the booming crossover market, Chevrolet is readying a long-term crossover strategy to maximize success. The 2017 Chevrolet Equinox will become smaller in size, and sit as compact crossover, and a new, midsize crossover will bridge the gap between the Equinox and an all-new Traverse.
Is building a strategy based heavily on crossovers a smart move? Or do you feel crossovers are simply a fad? Discuss with us in the comment section below should you feel compelled.