Last week, GM Authority reported that Chevrolet sedan buyers are transitioning to crossovers. Now, we have some new figures to share that add some more context to the story. Specifically, more than one fifth of Chevy Trax buyers previously owned a Chevrolet Cruze.
Head of Chevrolet, Steve Hill, explained the situation in response to a question posed by GM Authority executive editor, Alex Luft, during a recent media conference.
“What we see with Cruze, more than 20 percent of Trax sales are coming directly from Chevy Cruze, and so that’s good news for us,” Hill said, adding that it had been important to ensure the Chevy Trax would cost about as much to buy and run as had been the case with the Cruze. “What their total cost of ownership was for the Cruze fits very nicely now for what we’re able to offer them for Trax.”
Although he did not mention figures for anything other than Cruze, Hill did say that other former sedan buyers were also switching to the crossover segment. “We see equal engagement with Sonic, so we feel good about portfolio management. And as Steve [Majoros, Vice President of Marketing, Chevrolet] mentioned here at the top [of the conferece], it’s a combination of bringing new people to the franchise, but also keeping people in the franchise. We’ve done a great job at both and I think our management of these kind of discontinued car brands is testament to that.”
The Chevy Trax was by a long way the best-selling GM subcompact crossover in the U.S. during 2020. Even so, Chevrolet will be cutting production by 30 percent during the 2021 calendar year to make room to produce the all-new 2021 Chevy Trailblazer, which occupies the same general segment as the Trax but is a significantly more modern vehicle. The Trailblazer is proving to be so popular that demand, at present, is four times higher than supply.