Chevrolet has announced the upcoming domestic launch of the Trax Crossover, its first crossover model, along with a message from GM Chairwoman Mary Barra, who expressed confidence in the vehicle’s success in the Korean market, especially with the explosive demand in North America.
Mary Barra stated, “The Trax Crossover I’ve experienced is a vehicle that brings the joy of driving. It not only comes at a reasonable price but also boasts excellent safety features and outstanding fuel efficiency.”
Barra continued, “The Trax Crossover has already received tremendous demand and enthusiasm from customers in the U.S. market, and I am convinced that the same will happen in Korea. The Trax is a product of close collaboration between our GM teams in Korea and the U.S., and this is just the beginning.”
The Trax Crossover, which is responsible for the crossover segment in GM’s global vehicle portfolio, was first unveiled in North America last October. Since then, it has garnered praise among local dealers, media, and consumers for its reasonable pricing, design, versatility, and space utilization, resulting in strong popularity.
At the time, Scott Bell, Vice President of Chevrolet, emphasized, “The new Trax has everything you need and nothing you don’t. More space, more functionality, more style; this is an entry-level vehicle that surprises and delights customers with its value, serving as a key gateway into the Chevrolet brand.”
Phil Zak, Chief Design Director at Chevrolet, noted, “The bold exterior and tech-leading interior design of the Trax redefine what an entry-level vehicle should be, showing that modern and stylish design doesn’t necessarily come with a premium price tag.”
To meet the explosive global demand for the Trax Crossover, GM is operating its Changwon and Bupyeong plants at maximum capacity until the second quarter, aiming to maximize production. Last February, they successfully completed an initial shipment of around 6,000 units in anticipation of global demand.
With the launch of the Trax Crossover, Chevrolet can now offer consumers diverse choices in the compact segment, alongside the Trailblazer SUV model. Chevrolet aims to target the traditional SUV market with the Trailblazer, which emphasizes four-wheel drive systems and rugged appeal, while the Trax Crossover will pioneer the crossover market by highlighting its sophistication and versatility.
Meanwhile, a video containing Mary Barra’s message will be unveiled at the launch event for the Chevrolet Trax Crossover titled ‘Trax Crossover on the Avenue’ scheduled for the morning of the 22nd at KINTEX in Goyang, Gyeonggi Province, and it will also be accessible on GM Korea’s LinkedIn page at the same time.
Chevrolet will highlight the collaboration between the Korean and American teams by hosting the Trax Crossover launch event at iconic locations such as Jefferson Avenue in Detroit, home to GM’s Renaissance Center, as well as major avenues in New York and Seoul, showcasing its commitment to bringing American brand essence to Korea.
Lee Sang-jin daedusj@autodiary.kr