After the obligatory product presentation for the 2015 Trax, I caught up with Steve Majoros, Chevrolet's director of marketing for crossovers and cars, and asked him to elaborate on which markets his planners believe will be the hot starters for this tiny CUV. Without much hesitation, Majoros began to click off traditional sales havens for Subaru, namely, New England and the snowy bits of the East Coast, Colorado and the Pacific Northwest.
The Chevrolet Trax is the slightly more meat-and-potatoes cousin to the Buick Encore, with the same platform and engine underneath but a touch less luxury. The little compact crossover is on its way to US dealers in January 2015, and Chevy is finally announcing the base price for this runabout CUV at $20,120 (*plus $875 for destination) when it goes on sale. That's around $4,000 less than a starter Encore before its destination fee.
We imagine the conversation among Chevrolet's product planners that led to a greenlight for a US-spec Chevrolet Trax went something like this: "Hey, the Buick Encore is selling like mad. It's proven that people love subcompact crossovers. Quick, let's import a vehicle from Canada."