General Motors reintroduced the Chevy Trailblazer nameplate for the 2021 model year as an all-new small crossover for select markets. The latest Trailblazer slots in between the Chevy Trax and Chevy Equinox with regard to the Bow Tie brand’s crossover portfolio, creating unique positioning in one of the most competitive segments in the industry. To get a better under standing of how the new Chevy Trailblazer and Chevy Trax fit into GM’s crossover strategy, we spoke with Senior Marketing Manager, Chevrolet SUVs, Bradford Franz. Here’s what he had to say.
In an interview with GM Authority, Franz said that Chevrolet sees the subcompact crossover segment as splitting into two distinct channels. The first is a lower price segment with a price point of about $18,000, which is the space where the Chevy Trax resides. The second channel is a higher, more premium ATP space around the $23,000 price point, which is where the new Chevy Trailblazer resides.
As such, Chevrolet is essentially playing into both segments, while key rivals from Ford, Toyota, and Honda play in just one of the two segments.
As we’ve seen thus far, the strategy is working for General Motors. Per recent General Motors sales numbers, Chevy Trax sales have been dominant in the U.S., rising 9.36 percent in the first six months of 2020 compared to 2019, with 50,708 units sold total compared to the 46,370 units sold in 2019.
Meanwhile, the 2021 Chevy Trailblazer posted 6,702 sales year-to-date for the first six months of 2020. That equates to 57,410 sales total for both crossovers.
Sales Numbers - Chevy Trax And Trailblazer - H1 2020 - United States
| MODEL | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|
| TRAX | +9.36% | 50,708 | 46,370 |
| TRAILBLAZER | * | 6,702 | 0 |
| TOTAL | +23.81% | 57,410 | 46,370 |
It’s impressive stuff, and as the 2021 Chevy Trailblazer starts to hit its stride, those figures are sure to rise even higher.
Sales Numbers - Mainstream Subcompact Crossovers - H1 2020 - United States
| MODEL | YTD 20 / YTD 19 | YTD 20 | YTD 19 | YTD 20 SHARE | YTD 19 SHARE |
|---|---|---|---|---|---|
| CHEVROLET TRAX | +9.36% | 50,708 | 46,370 | 12% | 10% |
| JEEP COMPASS | -36.14% | 48,221 | 75,513 | 12% | 16% |
| HONDA HR-V | -18.34% | 36,895 | 45,179 | 9% | 10% |
| KIA SOUL | -38.76% | 34,041 | 55,583 | 8% | 12% |
| FORD ECOSPORT | -12.30% | 30,155 | 34,386 | 7% | 7% |
| HYUNDAI KONA | -17.05% | 30,767 | 37,089 | 7% | 8% |
| JEEP RENEGADE | -25.47% | 26,859 | 36,036 | 6% | 8% |
| TOYOTA C-HR | -17.00% | 21,424 | 25,811 | 5% | 5% |
| BUICK ENCORE | -50.36% | 24,271 | 48,897 | 6% | 10% |
| BUICK ENCORE GX | * | 11,857 | 0 | 3% | 0% |
| NISSAN KICKS | -20.85% | 23,162 | 29,263 | 6% | 6% |
| KIA SELTOS | * | 14,078 | 0 | 3% | 0% |
| MAZDA CX-30 | * | 16,956 | 0 | 4% | 0% |
| CHEVROLET TRAILBLAZER | * | 6,702 | 0 | 2% | 0% |
| MITSUBISHI OUTLANDER SPORT | -10.57% | 16,785 | 18,768 | 4% | 4% |
| HYUNDAI VENUE | * | 7,171 | 0 | 2% | 0% |
| KIA NIRO | -30.90% | 8,252 | 11,942 | 2% | 3% |
| MAZDA CX-3 | -29.88% | 4,757 | 6,784 | 1% | 1% |
| FIAT 500X | -54.31% | 678 | 1,484 | 0% | 0% |
| TOTAL | -12.55% | 413,739 | 473,105 |
What are your thoughts on this two-pronged strategy? Let us know by posting in the comments, and make sure to subscribe to GM Authority for more Chevrolet Trailblazer news, Chevrolet Trax news, Chevrolet news, and around-the-clock GM news coverage.
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Comments
The problem is, when you see them and sit in them at the dealer, you wonder why the Trax exists. Trailblazer seems to be the superior product, and right now any engine is better than the 1.4 that the Trax still uses which is nothing but a failure prone mess.
Plus, with the Trax losing trims and options for 2021, I don’t think its going to be around much longer. I think that GM will use the Bolt EUV to take its place IMO.
The Bolt EUV will not be taking the Trax place in any sense of the word. We’ll be looking at a price point difference of like atleast 10-15k. The Trax still exist because it is a versatile, dependable awd crossover at an entry level price point. I think the Trailblazer MSRP will increase at less than the rate of inflation, eventually making it an even more affordable vehicle and slowly replace the aging Trax.
I think that the issue with the driving experience of the Trax is not the motor, which makes adequate power, really not that far off from the new 1.3t numbers. The areas that are really lagging behind are the old 6spd automatic, AWD tech and platform in general. Don’t get me wrong the 1.4t LUV is an older, less refined engine, but all the other components in the Trax driveline are just as old.
I have an 1.4t LUV in my Sonic with 145k on it and calling it a failure prone mess would be inaccurate. It has required routine, inexpensive maintenance, but has never left me stranded.
Newdude – Trax and TB are different vehicles at different price points. The Trax will attract the very price-conscious buyer while the trailblazer will attract a more upmarket customer. It’s that simple. Keep in mind the incentives that will be offered for both models.
The Trax losing trims and options is a way for GM to simplify production and reach an even lower price point. It will be the cheapest way to get an AWD Chevrolet.
Both models serve different purposes. The Bolt of any kind will be in a totally different price range.
As it stands now, the Buick Encore is an upscale Trax and the Encore GX, an upscale Trailblazer. If this had been the earlier GM, each division would only have one of these, with Pontiac, Saturn, and Oldsmobile variants. I think GM is still figuring it out.
PUT THE AC/HEAT VENT IN THE BACK FOR TRAILBLAZER
Glad it works. All the slicing and dicing of the CUV market sounds suspiciously like GM’s strategy of the 1920s, when five makes weren’t enough. Soon we had Chevrolet, Pontiac, Oakland, Oldsmobile, Viking, Buick, Marquette, LaSalle, and Cadillac. By the end of the Depression and the onset of World War II, five again survived. Maybe history won’t repeat itself.
Would buy the Trailblazer RS if it were available w/manual transmission. Ford Bronco has a manual transmission !
Man…2 vehicles with 2 totally different purposes.
Total BS pitch by GM. The value proposition doesnt stand, starting price of TrailBlazer is $19k, Trax Starts at $21.3. I guarantee they will scrap the Trax in the next year and just dont want to announce it.
If it had a heated steering wheel, I’d buy one in a heartbeat!
I own a 2019 Trax and I absolutely still love it! It was a nice upgrade from my 2018 Cruze that I wrecked summer 2019. The Trax suits my needs. However it would not suit my husbands. Enter the TB. That would be a better fit for him, or even the Blazer. People say the Trax drives bad but I don’t see any major issue. But if it’s a SUV you are wanting then I wouldn’t suggest the Trax as the cargo space isn’t as much as you would think.
I have a black 2018 Red Line… I still really like the looks of that vehicle… That said, it it small. The engine is underpowered in the lower ranges… And it is not the quietest on the road. But the LT has the blind-side and reverse cross-traffic warning. Sun roof, SXM (which I use) and Android Auto. All it is really missing is adaptive cruise control… So, as long as you know you aren’t driving a sports car I knew what I was getting into. Did I mention that the Red Line in a black TRAX is very eye appealing?
I haven’t seen the TrailBlazer locally, but the little bit of extra size with a more responsive engine and if it has a Red Line trim… might catch my attention.
Don’t care, got 2020 Equinox at over 7k off sticker. More off now, toward end of model year.