For keeping the customers’ focus as high as possible in the demanding crossover segment, Chevrolet plans to spice up its line-up.
The small crossover market has been constantly growing for some time now all around the world and this trend seems not to slow down. General Motors has an important share of this demand and the automaker wants to keep the momentum going further by luring more young customers towards the segment. Therefore, GM is to announce the introduction of a limited Midnight Edition Trax, with only 1,000 models to be sold from February. Dealers are already starting to order this special crossover, said Betsy Flegg, senior marketing manager for Chevrolet Crossovers. Trax is playing a key role is GM’s range, as half of its customers are new to the Chevrolet brand, with 21 percent of buyers being under 35 years of age and 58 percent female, Flegg said. Thus, the Midnight package is specially directed for their tastes.
The dark theme of this edition was previously available on the Silverado full-size pickup, for now to be found on the Colorado midsize pickup and Impala sedan. The Trax small crossover will be dressed all in black, from the grille, front and rear bumper and door handles to the rims. The 500-dollar package – in addition to the Trax LTZ’s $26,125 retail price – will also bring inside black seats with light gray accents. The idea is to offer a whole different look than the neighbor down the street, Flegg said. “Trax should sell quickly once people see it.” Trax sales were 57,707 for the first 11 months of 2015, placing it second in the segment, with almost 20-percent market share. Chevrolet crossover sales were up 35 percent for the same period.