In 2020, Chevy attracted more new, non-GM customers in the U.S. than ever before. In other words, the Bow Tie brand had its highest ever sales percentage to new customers from outside GM. That much was revealed by Chevrolet Vice President, Steve Hill, who shared the information during a call with the media attended by GM Authority.
And while that’s an impressive statistic in and of itself, we were left wondering about the actual figures behind the statement. Turns out, the actual statistic is quite impressive.
“We were approaching nearly half of our sales being from conquest customers,” Chevrolet communications manager, Megan Soule, confirmed to GM Authority executive editor Alex Luft.
Chevrolet sales for the complete 2020 calendar year fell 11.19 percent to 1,739,792 units, a slightly better performance than the overall GM downturn of 11.77 percent. Both figures would of course have been very different had it not been for the COVID-19 pandemic, which among other effects caused a complete shutdown of GM vehicle production for two months, if not more.
Sales Results - Q4 2020 - USA - Chevrolet
|MODEL||Q4 2020 / Q4 2019||Q4 2020||Q4 2019||YTD 2020 / YTD 2019||YTD 2020||YTD 2019|
|LOW CAB FORWARD||-10.21%||1,143||1,273||+3.16%||4,637||4,495|
However, in Q4 of 2020, Chevrolet sales rose by 22,232 vehicles, or 4.55 percent, compared with the same period in 2019. The gains were made across three particular areas: crossovers, SUVs, and pickups.
- Chevrolet Colorado sales increased 9 percent to 27,709 units
- Chevrolet Silverado sales increased 10 percent to 179,444 units
- Silverado 1500 sales increased 1 percent to 125,688 units
- Silverado HD (2500HD, 3500HD) sales increased 39 percent to 51,020 units
- Silverado MD (4500HD, 5500HD, 6500HD) sales increased 35.6 percent to 2,736 units
Additionally, sales of the Chevrolet Express commercial van family increased 7.74 percent to 17,941 units
- Chevrolet Tahoe sales increased 36 percent to 28,698 units
- Chevrolet Suburban sales increased 32.6 percent to 13,577 units
Chevy crossovers saw very healthy growth rates:
- Chevrolet Trailblazer sales totaled 17,268 units; the new small crossover is experiencing significantly more demand than there is supply
- Chevrolet Traverse sales increased 23.5 percent to 41,534 units
- Chevrolet Blazer sales increased 1.02 percent to 23,243 units
- Chevrolet Bolt EV sales increased 102.63 percent to 6,701 units
- Chevrolet Corvette sales increased 157.58 percent to 8,992 units
If it wasn’t apparent before, it should be clear now that the high proportion of customers conquested by Chevy (and from non-GM brands, to boot) is extremely impressive, and shows just how effective the portfolio is at attracting new clientele, despite the criticisms of many an armchair CEO. It’s also worth noting that, had it not been for the pandemic, Chevy sales would have likely reached even higher levels.