Automakers frequently have promotions for what they call “current competitive owners” – those being owners of vehicles from a competing manufacturer. Companies love attracting these consumers, known as conquest buyers, as they help to grow key business metrics such as sales volume and market share. Additionally, they can help fuel further sales down the road if the buyers likes the car and suggests the new brand to friends, or refers their family members to the brand.
Chevrolet’s latest digital advertisement is all about these conquest buyers. Continuing with the brand’s ad theme of competitive posturing, this ad features buyers proclaiming how they switched from a rival manufacturer to Chevy. It is focused around the 2019 Chevrolet Equinox crossover, but features other Chevy cars as well including the Camaro, Malibu, Tahoe and more.
The ad is intended to promote the ‘Chevy All-Star Open House’ event. Strangely, the Open House dealer event doesn’t mention any cash incentives for current competitive owners, despite this ad focusing on conquest buyers, however current GM owners can receive over $5,000 off a 2019 Equinox LT currently at the event, the ad indicates.
The Chevy Equinox continued on mostly unchanged for the 2019 model year, with GM adding some new options such as adaptive full-speed cruise control with stop/go and Front Pedestrian Braking and new exterior colors, among more. The same three engine choices are also on offer for 2019: a 1.5-liter LYX four-cylinder, 1.6-liter turbocharged LH7 diesel and 2.0-liter turbocharged LTG four-cylinder. The 1.5-liter and 1.6-liter engines are paired with a six-speed automatic, while the LTG motor is mated to a nine-speed automatic.