Chevrolet is Making Trax with New Customers

3/31/2015

The Chevrolet Trax, the brand’s newest addition to its SUV family, has climbed to the No. 2 spot in market share in the small SUV segment after its first few months in the U.S. market.

On sale since mid-December, 47 percent of Trax buyers are new to Chevrolet, 58 percent are women, and 19 percent are under the age of 35.

“The Trax gives customers another choice in the Chevrolet portfolio between small cars and SUVs,” said Steve Majoros, Chevrolet director of marketing for cars and crossovers. “The Trax offers customers a well-equipped, entry-level SUV that was not an option before, and it is one more way we hope to earn customers for life.”

SUV sales are surging in 2015, accounting for 37 percent of total industry sales. The compact SUV segment, where the Chevrolet Equinox competes, led the industry in 2014 and is on a similar path this year. Equinox saw its best January and February ever, with sales up 14 percent. The Chevrolet Traverse midsize SUV total sales were up 28 percent in February, its best February since its introduction in 2008 as a ’09 model.

The small SUV segment has a lot of room to grow, said Michelle Krebs, an analyst with AutoTrader.com.

“The small utility segment has seen phenomenal growth in the U.S. and across the globe,” Krebs said. “AutoTrader saw a huge increase in shopping traffic for small utilities in 2014. Of all our shopping traffic, 46 percent looked at SUVs and CUVs in 2014, up from 36 percent in 2013.”

Based on early tracking, March sales indicates Trax, Equinox and Traverse sales will be even stronger.

Chevy SUV sales facts:

Trax:

More than 6,000 U.S. sales since launch
25.5 percent share in February, trailing only the Buick Encore
58 percent female buyers – highest in segment
19 percent are under the age of 35
47 percent are new to Chevrolet
Dealers requesting three- to five times the number allocated to them because of customer interest.

Equinox: