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.
Comments
I think I’ve figured it out.
It doesn’t make sense when you look at a Trax and the new smaller Equinox, mid sizer between Nox and Traverse, and Traverse. Seems like the Trax and Equinox fight each other.
So I think GM will send the Trax off to do duty on the fleet side of things, just like the Captiva did when the current generation Equinox was new…
Then that makes sense, and everyone plays nice.
Now, does the middle kid get the Blazer name? Or does it just do with a strategy like the Yukon / Yukon XL, and have the same name, and then GM surprises us with a Trailblazer replacement and call it Blazer. I hope for the latter.
GM needs to compete in the midsize RWD based SUV, and they could use the ( successful ) Colorado / Canyon platform, and wow us with a spinoff of the Blazer for a GMC Jeep fighter.
Now that’s a strategy!!!
I don’t think the nox and Trax would fight each other since Trax and nox are different sized vehicles. I mean if you look at the HR-V and CR-V, did you see HR-V cannibalize CR-V sales? Not really a lot
I don’t believe that the SUV / CUV is just a fad but it will evolve from what we see today . People like the high seating position and having plenty of room to carry all of their stuff . And AWD is something that is liked as well . GM would do right by having the divisions play in different markets . All luxury SUV’s should go to Cadillac and Buick . Chevy should focus more on the more athletic side or off-road capabilities . That would leave GMC to focus on splitting the difference .
But Cadillac . Buick and Chevy have to remain in the car side of the business too . GM’s assembly plants are now flexible enough to be able to change their divisions portfolio if the market should start to change .
To be fair, it’s pretty clear that GM got caught with its pants down with respect to the popularity of CUVs, which really surprises me. The Trax and Encore twins weren’t designed for the US market, and it definitely shows in a deficit of power and a deficit of creature comforts.
The Equinox and Terrain twins are selling incredibly well as a value proposition, but don’t compete well with their latest generation competition. (Seriously, no push-button start? As one example.)
Last data point — the Buick Envision. Specs-wise an incredible vehicle. The fact that GM has to import it from China indicates that they totally didn’t expect such a vehicle to do well in the states.
OK, one more data point — Cadillac spending an inordinate focus on ATS/CTS/CT6/etc., with one true crossover in the lineup, the XT5, which is really late on the scene (insofar as the SRX is so long in the tooth), and from a specs standpoint, is coming in with an incredibly underpowered engine. What generation is BMW on with X3/5? Audi with Q3/5/7? Mercedes with GLK->GLC, ML->GLE? And Caddy has . . . . One crossover.
Only got one gripe for both the Trax/Encore vehicles. Most owners of this class of vehicle need to tow small riding lawnmower type of trailer. Which translates the need to be able to tow 1,500 pounds. Why won’t GM spend a bit of money and give them this capability. It’d open the door to more business. A transmission oil cooler isn’t a huge investment on GM’s part. Hey GM, put together a trailer kit like the Europeans do … trans/oil cooler, 1 1/4″ platform hitch, 4-pin trailer wire setup, and make it so your dealer can install it to protect/way lay ANY warranty issues. My wife wants a Buick Encore … but we need to be able to tow 1,500 pounds … don’t make us buy another Escape. Me … I’m buying a Chevy Cruz 5-door … and Dixie Hitch will take care of the rest. The current Crux can tow 1,000 pounds and my small 4ft X 7ft trailer I use to go to Lowes to get lumber with won’t hurt it at all. Most people are like me when towing, 10 miles or less (round trip) and speeds usually never pass 40 mph. Now … put together a Buick Encore trailer kits for the dealers … please !