Chevy Targeting More Market Share With Special Edition Crossovers

On the heels of strong SUV and crossover sales, Chevrolet recently announced special editions for the 2017 Equinox and Traverse. Chevy’s crossover sales were up 20 percent last month, marking the best July ever for them in the segment. Specifically, Equinox sales were up 8 percent while Traverse had its best month ever.

Recent data from Chevy shows special edition Silverado trucks are selling up to three times faster than the average truck. Furthermore, special edition Chevy trucks are attracting younger, more affluent customers.

“Special Editions resonate with buyers, offering a unique package with unique looks,” said Betsy Flegg, Senior Manager, Chevrolet SUVs.

Boom Town

According to this report from Good Car Bad Car, SUV and crossover sales in the United States rose 24% last year. The report also states subcompact crossovers, like the Chevy Trax, saw solid growth last year too. It’s apparent Chevy is taking the success of special edition trucks, and translating it to the already hot SUV and crossover segments to win further market share.

“We anticipate customers will strongly like the looks of the new Equinox Midnight and Sport Editions and Traverse Graphite Edition,” Flegg said.

We can’t argue with Chevy’s “combination strategy” here. If special edition Silverado trucks are selling well, then special edition SUVs and crossovers can do the same? Right? With automakers from every corner of the world pushing for traction in this segment, theses special editions may provide Chevy additional firepower?

2017 Chevrolet Equinox

The Equinox Midnight Edition, along with the “blacked out” look, features memory settings for the driver’s seat and exterior mirrors. Photo: Chevrolet

Special Edition Features

The 2017 Equinox Midnight Edition is offered in Mosaic Black Metallic, while the Sport Edition comes in Summit White. Signature features of the special editions include a variety jet black trim: the grille, seats, mirror caps, roof rack cross bars, and Chevy bowties are all black. The 2017 Traverse Graphite Edition, available exclusively on the 2LT, includes 20-inch Dark Charcoal wheels, dual exhaust, assist steps, and black Chevy bowties.

The special edition Equinox and Traverse join the popular Trax Midnight Edition.

“We’ve already seen a strong interest with the Trax Midnight Edition when we announced production last December,” Flegg said.

GM sold 236,235 vehicles to retail customers last month, their best July retail sales performance since 2007.

*Carl Anthony is Managing Editor of Automoblog and resides in Detroit, Michigan.

About The Author

Carl represents automakers in their marketing and product development arms as a Vehicle Coach, Product Specialist, and Facilitator. He has worked with Fiat Chrysler Automobiles, Ford Motor Company, General Motors, Mercedes-Benz, Honda, and Volvo. Carl is President of Detroit Working Writers and on the Board of Directors for the Ally Jolie Baldwin Foundation. He enjoys a multitude of health and fitness activities and is a loyal Detroit Lions fan.

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