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|
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|
|BUICK ENCORE GX||*||11,857||0||3%||0%|
|MITSUBISHI OUTLANDER SPORT||-10.57%||16,785||18,768||4%||4%|
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.