General Motors is conducting market research to determine demand for and gather opinion of the five-door hatchback variant of the Chevrolet Cruze in North America, GM Authority has learned.
Sources familiar with the ongoing efforts say the automaker has been conducting private viewings of the vehicle for the last several months where the automaker records (in video) the reactions of North American-sourced focus group attendees to seeing the Cruze hatch, which is shown in the globally-refreshed 2013 model year and sale-ready form. So far, the 5-door compact has received “very positive” remarks from the private showings of the vehicle, with the car’s handsome styling, practicality, and safety being highlighted as the most attractive attributes — according to the sources.
Chevrolet currently sells the Cruze hatchback in Europe alongside the sedan and wagon counterparts, but only offers the sedan in North American markets. Last year, GM Authority was first to report that the Cruze hatchback was to begin production at the Lordstown, OH plant for North American markets. Since then, however, The General has not publicly disclosed plans to bring the model to the United States or Canada — and several reports have contradicted the hatchback’s Stateside arrival.
The GM Authority Take
Contrary to what previous reports may have said, it’s clear that The General is still weighing its options as they relate to market acceptance and demand of the Cruze Hatch. Given that almost every single Chevy competitor already offers a five-door hatch variant of their compact vehicle, we still think it’s silly to not offer the hatch in the States.
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Comments
Just make sure it has the new 1.6L turbo 4, making about 200 HP, and I will be happy.
I’d like to see the hatch offered as a high-performance variant, vis-a-vis MazdaSpeed3.
Probably because I’d buy one. (no foolin’)
give it the new impala grill, projector headlights and L.E.D tail lights across all models and it’s a go. They need a coupe and the hatch. SS variant would be nice, but let’s get these two to market first and then concentrate on a performance model.
The fact that GM is still beating around the bush with the project shows that there still isn’t enough decision makers in the company with a single intuitive bone in their body. Reuss and Lutz are obviously not enough.
Let me guess, spineless management afraid of screwing up finds consultant to recommend the a course of action thereby avoiding blame for the wrong decision.
Feow Focus hatchbacks are far more popular than sedans around here.
I think the reason the focus hatchback is selling better is because it looks way better than its sedan. I think it was because the focus was always advertised, especially on American Idol, in Hatchback form. Before I had researched it I hadn’t even known there was a sedan offering for the focus or even the fiesta. Now the reason I think Chevrolet is holding back is because the sedan version looks are just somewhat better than the hatchbacks and nobody would know there was a hatchback version because it’s so heavily advertised in the sedan version. And howcome Europe gets such a cool daewoo version with projectors and cool lights! Or is that a concept?
Does not sell so good as they assumed in Europe .
How many units a month or a year are we talking about?
Unfortunately GM Europe does not release sales numbers to the media, but even if they sell 10,000 Cruze hatchbacks a month, it’s still a good turnout given the “developing” nature of the Chevrolet brand in Europe… Wouldn’t you say?
@Hunter The Cruze HB ,SW and Sedan comes in Europe with normal H4 lights , the concept car (pictures) are always better than the real looks…..
Use the boats taking Volts to Europe to bring some Cruze hatches back.
Where do I go to be part of the focus group? They make a Sonic hatch, why not a Cruze? What percent of Ford sales are hatch? They’re going to import the SS so why not some Cruze hatchbacks?
Well, it’s a matter of them finding you for the group, not you finding them. And even then, none of us would be viable candidates due to our enthusiast nature. Focus groups are usually best served by “regular” non-enthusiast consumers.
The Focus sales distribution in the U.S. is about 20% hatch, 80% sedan. And GM needs to build this small inexpensive vehicle locally, not import it from overseas. Hence, Lordstown would be perfect.
Anytime I hear the term “focus group” I fear for the project/product. Focus groups notoriously get it wrong and end up “telling” the manufacturer that they want a bland, boring car that has a little bit for everyone, but no emotion or flair. The focus group always seems to contain the same people who walk into a house that is perfect for them, but reject it because they don’t like the color of the paint on the walls. They can’t see past it and lack imagination.
It costs millions of dollars and untold amount of wasted time both with overpaid consultants and internal staff. In the meantime, designers and engineers are rolling their eyes and biting their collective tongues as what they thought was sensational or a “slam dunk” design turns into something that no one is really excited about. Bob Lutz painted a damning picture of the GM-think in the years and decades before the bankruptcy in his great book, Car Gus vs. Bean Counters: The Battle for the Soul of American Business.
Is GM going back to its old ways? Is no one capable of making a decision? If a hatchback isn’t selling well in Europe, then it means it’s not a great design. If that’s the case, then they shouldn’t bring it here until they can satisfy people who LOVE hatchbacks and wagons – the Europeans!
A Focus Group = where all good ideas go to die.
Todd, while well ran focus groups can serve a purpose, I would have to agree with your over all take on them. If there is not concrete numerical data to look at then it becomes an opinion based disaster, and let’s face it we all have an opinion. My guess is that this is more of a reaction based focus group with specific questions asked each person, that is fine if they are doing people one at a time so influencers can’t change a persons opinion, a person can change there mind in a second when influenced differently. I have been a viewer of some very bad focus groups that became opinion and influence driven based, total disasters…
I think GM definitely needs some form of hatch in their line up that would slot above the Sonic. When I get around to replacing my aging Pontiac Vibe, I would want some form of hatchback or wagon again, but GM doesn’t really make one aside from the Sonic or Volt, neither of which are really fitting my needs. Although I would love a Cruze wagon I know they’ll never sell one in the US.
Ford must laugh when GM needs a focus group!
Isn’t this vehicle imported from Kore to European countries. This is a must for the states. I would buy one in a second.
@ Alex Chevrolet sold 55000 cars (not only Cruzes) in the first quarter of 2012 in western and eastern Europe . I estimate about 2 or 3 thousand are Cruzes HB / month will be the right estimate . You still see more Cruze Sedans here in Belgium and Holland and I never saw a HB on the road yet .
I think the Cruze SW will do better….
I wonder how many hatchbacks and wagons were sold in US last year
That would be interesting to see… but perhaps the more pertinent question relates to GM’s overarching business strategy for Chevy.
In my opinion, Chevy should be the brand that offers a wide lineup, with many variants — aiming to achieve as high a market share as possible in the mainstream non-luxury segment of the auto market. This gives the biz plan scale and volume with plenty of plant utilization (given an appropriate amount of plants). Ford gets this… Chevy, somehow, seems to miss it.
It would seem that the hunger for higher profits has Chevy forgoing high volumes, even though high profit margins should be reserved for Buick and Caddy.
@ Yabadabadoo Yes European Cruzes are Korean made .
(It takes about 6 months from ordering to delivery ).
BRING IT !!!
Cruze Be, I doubt that it takes 6 months… Give me a break…
alex you are right profits have to be there to keep production prospects in line. as profits are coming now the ine of models will also expand and many suprises will come in the entire lineup at our company they may not all be forgien models coming here but various takes on models that will be outside the recent normal at chevy being very conservative. much more to follow in near future on models to come the portfolio will fill up.
I know some GM suppliers and yes, it still takes GM 6 months to organize a fire drill. I see a lot of Focus hachbacks here in NWOH. There are nearly as many Mazda3 hatches as sedans on the road here. I may not be able to wait for GM to muddle its way to a Cruze hatch decision. If it were a ’13 model, I’d buy one.
We’re talking about supply from Korea, which supplies most all Chevy markets outside North America. If the 6 month supply bottleneck does indeed exist, I wonder if it’s due to the low priority due to low volume of sales.
If I remember correctly, the Lordstown unions said they’d like to build the hatch, but GM said no. So is this focus group providing input on a Korean built car for US consumption, or what?
I’m not sure it was quite as simple as Lordstown management asking and GM declining… but it was somewhat along those lines.
Our source didn’t reveal the production location of the tester car and we most likely wouldn’t be able to share even if they did due to privacy reasons… sorry 🙂
I’d rather have the Cruze Wagon. We have a 2008 Chevrolet HHR and are ready for a change and the Wagon would be best for us. I have always thought the Cruze hatch was a bit strangely proportioned in the rear for my tastes. The recent photos of the Wagon look great!
I too have an ’08 HHR and have Chevy has nothing for me to replace it! Wonder how many Focus hatch sales are old chevy or Pontiac (Vibe) folks?
My Dad just Bought a Holden Cruze SRI-V Hatch. The hatch has had some refinements done by Hodlen, and looks pretty nice in person. The SRI-V comes with the 1.4L Turbo & 6 speed Auto with Watts Link Suspension, and the Holden IQ.
GM is a wimp! Here’s what GM could have done if they really wanted to dominate the compact market:
The Cruze should have gone on sale in the U.S. with three body styles available at launch in 2010: the handsome sedan, a stylish coupe, and the versatile hatchback.
Then in 2011, the Cruze range could have added the ECO model along with a spacious sport wagon plus a jacked-up off-road model similar to the Subaru Outback. Also make the sedan and hatchback available with the off-road package as an $1,250 option to boost the average transaction prices!
Then in 2012, the Cruze could have added a performance line with the following:
S model featuring the Regal’s 2.0L turbo four with 220hp;
RS model with a high-output 2.0L turbo four boosted to 260hp;
SS model featuring rear-biased AWD and an enlarged 2.4L turbo-four motor at 310hp. It’d give the Subaru WRX and STI models a run for their money!
and here are the trim levels separate from the above performance models:
Cruze LS (with 2.0L motor only)
Cruze LT (with 2.0L and 2.4L motors)
Cruze LTZ (with 2.0L and 2.4L motors)
And add a range-topping Cruze LTZ Premium (or Limited model) with the 2.4L motor only and adaptive xenons, heated steering wheel, heated rear seats, rear-view camera, blind-spot detection, parking assist, adaptive cruise control, LED tail lamps, LED turn signals in the mirrors, etc.)
Cruze ECO available in sedan, hatchback, wagon, and coupe form with an “exclusive” 1.4L turbo motor direct-injected to produce more than the current 138hp and 148lbs ft of tq. And replace that heavy iron block with an aluminum block to shave pounds!
Offer a Cruze ECO-S (super) model with the 1.4L turbo motor mated to eAssist technology and earning an impressive 35 mpg city and 47 mpg highway!
Offer a Cruze ECO-D model with the forthcoming turbo-diesel motor earning 50+ mpg! Must be available in sedan, hatchback, and wagon forms to really challenge the hot-selling Jetta TDI range!
Any
Any more ideas on what GM could’ve done with the Cruze range?
I really like that Tru 140S concept that is based on the Cruze. It looks very sexy and would make a great Cruze coupe and possibly a convertible as well!
To clarify the proposed trim levels, I would separate the RS from the LT and LTZ models since the current designation is a mouthful.
Models with the 2.0L and 2.4L motors:
LS
LT
LTZ
LTZ Limited or LTZ Premium
Models with the 2.0T and 2.4T (why not?):
S
RS
SS
Models with the 1.4T
ECO
ECO-S (enhanced with eAssist)
Models with the turbo-diesel:
ECO-D
Yes, Jbest05, as CruzeBe, said, keep on dreaming.
There alot of things you mentioned that would be impossible, but ill just go with one.
“SS model featuring rear-biased AWD and an enlarged 2.4L turbo-four motor at 310hp”
Wouldnt that be an ATS?
Why hasn’t GM created a larger turbo-four to slot above the 2.0T???
The current 2.4L could have been turbocharged and would have been a great replacement to the weak 3.0L V-6 motor over the last few years until GM finally dropped it for the 2012-2013 model year!
Now that GM is replacing the 2.4 with a new 2.5L, does the company have any plans to offer a turbo version?
A 2.5T would do nicely, especially since there may not be a 3.0T, but a much larger 3.6T coming to market soon?
Seems like a big gap between the small 2.0T and the regular 3.6T, don’t you think?
Oops, typo on the 3.6 in the above post. It should read as regular 3.6L.
Anyway, GM should offer the following motors:
2.0L producing 150hp/145lbs tq
2.0T producing 250hp/250lbs tq
2.5L producing 200hp/190lbs tq
2.5T producing 300hp/300lbs tq
3.6L producing 325hp/290lbs tq
3.6T producing 450hp/450lbs tq
Also offer the naturally aspirated motors with eAssist:
2.0L eAssist
2.5L eAssist
3.6L eAssist
Will GM replace the 1.4T with the updated 1.6T?
@Jbest05 , Keep on dreaming , @Yabadabadoo yes it takes 6 months and if You order a HB its possible they send a Sedan , something is very wrong with the orders.
Read this topic on the Cruze Forum http://www.chevroletcruzeforum.com/index.php?/topic/1849-and-ive-got-a-hatchdan/page__p__11646#entry11646
@ thehofinater , What do You think of the Chevrolet Trax would this car not be a nice HHR replacement ? http://gmauthority.com/blog/2012/05/this-is-the-new-chevy-trax-crossover/
Why link to AE those guys when you can link to us? Fixed it up 😉
But back on topic — the Trax is way too small to replace the HHR properly. The car that succeeds the HHR needs to be the Cruze hatch, if not wagon.
The ATS is a rear-drive luxury model whereas the Cruze is a front drive model. Two entirely different segments of customers.
If Audi can offer its front-drive A3 and A4 models, particularly the high-performance RS3 and RS4 with rear-biased AWD (70% of the power routed to the rear with 30% to the front), then why can’t GM do the same with the Cruze SS.
If not, then at least offer regular AWD with 50% power to the front and 50% rear. The same AWD drivetrain could be used on the Cruze sport wagon, Cruze Outback wagon, a resurrected HHR tall wagon, and even the rejected Orlando minivan and a future Cruze-based CUV. The same AWD could be used in Buick’s Verano range as well to help amortize development costs.
A Cruze range with AWD, esp in SS guise would make a credible competitor to the Subaru Impreza, WRX, and STI models and provide a halo effect over the entire Cruze range, drawing lots of customers who otherwise would not consider the Cruze.
Make the Cruze range more exciting beyond today’s lonely sedan by offering numerous body styles, engines, performance models, and AWD!
Bring the hatch in diesel here, and I’ll be in heaven…
CruzeBe, I think I could live with the Trax. Think the US will see it any time soon?
They should sell it here. Ford sells hatchback versions of both the Fiesta and the Focus, and they seem to be doing well. The Elantra Touring, while technically a wagon, did well enough in this market for Hyundai to see fit in bringing the new one here, and they’ll be selling a hatchback version as well, as does Kia (with the Forte).
I really sincerely hope that we Americans can finally get a 2 door HATCHBACK coupe in the Chevy Cruze and offer to us several versions to choose from basic to high performance GT or Z/24 variants…enough of the “RS” or “SS” because truly those highly respected (for V6 or V8 vehicles) letters mean ALOT in the larger RWD chassis’s family of high performance and GM needs to refrain from using those too often. As far as the engine(s) under the hood for the HP models I hope we get the 2.4L Ecotec and also the 2.0L Turbo and if the new platform will allow AWD to the option list, then-all the better. Subaru shouldn’t be the only game in town for AWD.