Sales – any kind of sales, regardless of who they are made to – with the possible exception of those made to fleets – are the ultimate all-important measuring stick for every automaker in the world. No matter how much the press or the public says they like a vehicle, if nobody is buying it, it's a flop.
But some sales are even more important than others. For instance, General Motors has sent out a press release specifically flaunting the number of so-called conquest buyers that are purchasing its latest Chevrolet Equinox and Traverse crossovers. Apparently, two-out-of-three buyers of the dynamic duo are trading in non-Chevrolet vehicles.
Further, these aren't all former GM customers. In fact, The General tells us that just nine percent of Equinox and Traverse buyers are trading in vehicles from its other core brands, and similarly small numbers are streaming in from its recently abandoned marques.
From a broader standpoint, the 120,000 crossovers that Chevrolet has sold so far this year represents an 80-percent gain over last year. Want more pro-GM-crossover statistics and bluster? You'll find plenty of 'em in the press release pasted after the break.
[Source: General Motors]
Nearly Two-Thirds of Equinox and Traverse Buyers New to Chevrolet
Brand Capturing Owners of Discontinued GM Marques and Non-GM Products
DETROIT – Nearly two out of three buyers for the Chevrolet Equinox and Traverse have traded in non-Chevrolet vehicles so far this year. In addition, nearly half of buyers traded in a non-GM vehicle.
Cadillac, Buick, and GMC trade-ins account for only 9 percent of purchases for both vehicles. The crossovers are helping Chevrolet retain owners of discontinued GM brands, which were offered in 11 percent of Equinox trade-ins and 9 percent of Traverse trade-ins.
The remaining 45 percent of Traverse buyers and 44 percent of Equinox buyers traded in a non-GM vehicle.
"Equinox and Traverse are attracting owners of competitive vehicles, including Fords, Toyotas, and Hondas to Chevrolet showrooms," said Alan Batey, vice president, Chevrolet Sales and Service. "For these buyers, Equinox and Traverse offer the flexibility and fuel efficiency they have been looking for in a crossover, as well as the design, performance and value that define Chevrolet."
Combined, Chevrolet sold more than 120,000 Equinox and Traverse models during the first six months of 2010 – an increase of approximately 80 percent calendar-year-to-date.
Introduced in late 2008 as an all-new model for 2009, Traverse is equipped with a 3.6L V-6 with direct injection and variable valve timing and six-speed automatic transmission. For front-wheel-drive models, Traverse delivers an EPA-estimated 24 mpg highway – more than any eight-passenger crossover.
Kelley Blue Book's kbb.com named Traverse one of the Top 10 Best New Family Vehicles for 2009, the Insurance Institute for Highway Safety named Traverse a 2009 Top Safety Pick, and Consumer's Digest named Traverse a Best Buy for 2009 and 2010.
The 2010 Equinox was introduced as an all-new model in the summer of 2009. Equipped with the standard 2.4L Ecotec direct injected I-4 engine and six-speed automatic, the front-wheel-drive Equinox delivers a segment-best 32 mpg highway, according to EPA estimates.
Consumer's Digest named Equinox a 2010 Best Buy, and the Insurance Institute for Highway Safety named Equinox a 2010 Top Safety Pick. Since 2009, Chevrolet has announced three production increases for the Equinox to meet consumer demand.
The growth of Traverse and Equinox sales also solidified General Motors' position as the leading automaker for crossover sales. Combined crossover sales for Chevrolet, Buick, Cadillac, and GMC increased 81 percent calendar-year-to-date, and have increased more than 30 percent for nine consecutive months.
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Chevrolet is a global automotive brand, with annual sales of about 3.5 million vehicles in more than 130 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value. In the U.S., the Chevrolet portfolio includes: iconic performance cars, such as Corvette and Camaro; dependable, long lasting pickups and SUVs, such as Silverado and Suburban; and award-winning passenger cars and crossovers, such as Malibu, Equinox and Traverse. Chevrolet also offers "gas-friendly" solutions, such as the upcoming 2011 Chevrolet Cruze Eco model that is expected to deliver up to an estimated 40 mpg highway, and the 2011 Chevrolet Volt that will offer up to 40 miles of electric driving and an additional 300 miles of extended range with the onboard generator (based on GM testing). Most new Chevrolet models offer OnStar safety, security, and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response, and Stolen Vehicle Slowdown. More information regarding Chevrolet models, fuel solutions, and OnStar availability can be found at www.chevrolet.com.
About General Motors:
General Motors, one of the world's largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 205,000 people in every major region of the world and does business in some 157 countries. GM and its strategic partners produce cars and trucks in 31 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, Daewoo, Holden, Jiefang, Opel, Vauxhall and Wuling. GM's largest national market is the United States, followed by China, Brazil, Germany, the United Kingdom, Canada, and Italy. GM's OnStar subsidiary is the industry leader in vehicle safety, security and information services. General Motors acquired operations from General Motors Corporation on July 10, 2009, and references to prior periods in this and other press materials refer to operations of the old General Motors Corporation. More information on the new General Motors can be found at www.gm.com.