As GM Authority exclusively reported, the all-new 2024 Chevy Trax will launch this week in South Korea, and now, General Motors CEO Mary Barra has just sent a message ahead of the official launch in the Asian country.
The automaker has released part of a special message from Mary Barra for the launch of all-new 2024 Chevy Trax in Korea, scheduled for March 22nd at the Korea International Exhibition Center (KINTEX) in Goyang City. In it, Barra praised the capabilities of Chevrolet‘s new compact crossover and expressed her confidence in the success of the model in the South Korean market.
“Having experienced it myself, I can tell you that new Trax is a lot of fun to drive. It’s affordable and it has incredible safety technology and fuel efficiency,” said Barra. “In the U.S., we are already seeing positive customer response and high demand, and I am confident that it will be the same in Korea. The Trax is a product of intense collaboration between our teams in Korea and the U.S. – and this is only the beginning,” she added.
In particular, Mary Barra highlights the strategic importance of the new 2024 Chevy Trax within the Bow Tie brand’s crossover portfolio, as it’s GM’s first global utility vehicle developed jointly between engineering centers in South Korea and Detroit, with a DNA adapted to American standards from the start. This will not only favor the new Trax in the United States, but will give it an identity of its own in the Korean domestic market.
As a preview of the 2024 Chevy Trax’s positioning in that country, GM’s South Korean subsidiary emphasizes that the Trax will expand Chevrolet’s offering in the small utility segment with a new approach. As such, it says the Chevy Trailblazer will target the traditional ‘SUV’ market with its all-wheel drivetrain and rugged looks, while the Trax will target the ‘crossover’ market by emphasizing sophistication and versatility.
The all-new 2024 Chevy Trax will be launched this week at a special introduction event in South Korea, where a full video message from global CEO Mary Barra will be shown. The company will set up 2024 Trax launch sites on Jefferson Avenue in Detroit, home to GM’s Renaissance Center world headquarters, as well as on main boulevards in New York City and Seoul to highlight the development collaboration between Korea and the United States.