{"id":31673,"date":"2023-11-09T11:01:38","date_gmt":"2023-11-09T15:01:38","guid":{"rendered":"https:\/\/henrypayne.com\/?p=31673"},"modified":"2023-11-09T11:01:38","modified_gmt":"2023-11-09T15:01:38","slug":"payne-chevys-future-recipe-35k-equinox-ev-new-slogan-and-lots-of-ice-ing","status":"publish","type":"post","link":"https:\/\/henrypayne.com\/index.php\/2023\/11\/payne-chevys-future-recipe-35k-equinox-ev-new-slogan-and-lots-of-ice-ing","title":{"rendered":"Payne: Chevy&#8217;s future recipe: $35k Equinox EV, new slogan and lots of ICE-ing"},"content":{"rendered":"<p class=\"gnt_ar_b_p\">Amidst heated UAW strikes and cool EV demand, it&#8217;s been a tumultuous autumn for the Detroit auto industry. But with plans measured in decades, not months, Chevrolet is staying the course towards an all-electric future. Chevy executives laid out the ingredients of that future as 2023 draws to a close with a new brand slogan, a $35k Equinox EV, and more electric models in high-volume segments than any other automaker.<\/p>\n<p class=\"gnt_ar_b_p\">And in a nod towards market reality, Chevy is baking its EV cake with a lot of ICE-ing.<\/p>\n<figure class=\"gnt_em gnt_em_img\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.detroitnews.com\/gcdn\/presto\/2023\/05\/02\/PDTN\/0d28d611-997d-43dc-84c7-1a668abf2a68-ChevyTraxReview_active-fr3-4-curves.jpg?width=660&amp;height=372&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" alt=\"The 2024 Chevy Trax is all-new with a bigger, tighter chassis, cool Activ model and peppy 1.3-liter three-banger.\" width=\"460\" height=\"259\" \/><img decoding=\"async\" class=\"gnt_em_img_i\" src=\"https:\/\/www.detroitnews.com\/gcdn\/presto\/2023\/05\/02\/PDTN\/0d28d611-997d-43dc-84c7-1a668abf2a68-ChevyTraxReview_active-fr3-4-curves.jpg?width=660&amp;height=372&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" srcset=\"\/gcdn\/presto\/2023\/05\/02\/PDTN\/0d28d611-997d-43dc-84c7-1a668abf2a68-ChevyTraxReview_active-fr3-4-curves.jpg?width=1320&amp;height=744&amp;fit=crop&amp;format=pjpg&amp;auto=webp 2x\" alt=\"The 2024 Chevy Trax is all-new with a bigger, tighter chassis, cool Activ model and peppy 1.3-liter three-banger.\" data-g-r=\"lazy\" \/><\/p>\n<div class=\"gnt_em_img_ccw gnt_em_img_ccw__cap gnt_em_img_ccw__crd\" data-c-caption=\"The 2024 Chevy Trax is all-new with a bigger, tighter chassis, cool Activ model and peppy 1.3-liter three-banger.\" data-c-credit=\"Henry Payne, The Detroit News\"><\/div>\n<\/figure>\n<p class=\"gnt_ar_b_p\">ICE as in internal combustion engine vehicles. In addition to its ambitious EV agenda, Chevy\u2019s entry-level, gas-fueled, $21k Trax SUV has debuted to strong customer demand and 198% sales growth year-over-year through the third quarter, according to Chevy parent General Motors Co. Its stylish design and utility is a gateway drug to the brand\u2019s big moneymakers: gas-fed pickup trucks and large SUVs. And the sweetest ICE-ing on the cake, the V8-powered Corvette C8, has more models in the works and is expanding its global racing footprint.<\/p>\n<aside class=\"gnt_m gnt_x gnt_x__lbl gnt_x__al\" aria-label=\"advertisement\">\n<div id=\"ad-slot-7103-mi-detroit-C1561-native-article_link-money-autos-2\" class=\"gnt_x_sl gnt_x_al\" data-g-r=\"lazy\" data-gl-method=\"lazyLoadX\"><\/div>\n<\/aside>\n<p class=\"gnt_ar_b_p\">\u201cThese are transformational times we\u2019re going through\u201d said Vice President for Global Chevrolet Scott Bell. \u201cThe next few years are important to our long-term future.\u201d<\/p>\n<p class=\"gnt_ar_b_p\">That electric future will march under a new slogan, \u201cTogether Let\u2019s Drive,\u201d which replaces the \u201cFind New Roads\u201d flag that has waved since 2013. It debuts alongside the Equinox EV, Chevy\u2019s first electric vehicle in the country\u2019s largest segment, compact SUVs.<\/p>\n<figure class=\"gnt_em gnt_em_img\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.detroitnews.com\/gcdn\/presto\/2022\/09\/06\/PDTN\/28bb84c9-c7aa-4e05-aa8e-85487302bbe3-MY24_Chevy_EquinoxEV_3RS.jpg?width=660&amp;height=441&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" alt=\"The Chevrolet Equinox EV is offered in a standard front-wheel-drive system that gets a General Motors Co. estimated 210 horsepower. An available all-wheel drive system offers 290 horsepower.\" width=\"497\" height=\"332\" \/><img decoding=\"async\" class=\"gnt_em_img_i\" src=\"https:\/\/www.detroitnews.com\/gcdn\/presto\/2022\/09\/06\/PDTN\/28bb84c9-c7aa-4e05-aa8e-85487302bbe3-MY24_Chevy_EquinoxEV_3RS.jpg?width=660&amp;height=441&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" srcset=\"\/gcdn\/presto\/2022\/09\/06\/PDTN\/28bb84c9-c7aa-4e05-aa8e-85487302bbe3-MY24_Chevy_EquinoxEV_3RS.jpg?width=1320&amp;height=882&amp;fit=crop&amp;format=pjpg&amp;auto=webp 2x\" alt=\"The Chevrolet Equinox EV is offered in a standard front-wheel-drive system that gets a General Motors Co. estimated 210 horsepower. An available all-wheel drive system offers 290 horsepower.\" data-g-r=\"lazy\" \/><\/p>\n<div class=\"gnt_em_img_ccw gnt_em_img_ccw__cap gnt_em_img_ccw__crd\" data-c-caption=\"The Chevrolet Equinox EV is offered in a standard front-wheel-drive system that gets a General Motors Co. estimated 210 horsepower. An available all-wheel drive system offers 290 horsepower.\" data-c-credit=\"Chevrolet\"><\/div>\n<\/figure>\n<p class=\"gnt_ar_b_p\">Following Chevy\u2019s promise that a battery-powered Equinox would debut around $30k and with over 250 miles of range, the EV delivers with a $34,995 starting price (before destination fee) and 319-mile range. That\u2019s above the $26,600, gas-powered Equinox (even if the customer qualifies for the full, $7,500 federal EV tax credit), which has 447 miles of gas range.<\/p>\n<aside class=\"gnt_m gnt_x gnt_x__lbl gnt_x__al\" aria-label=\"advertisement\">\n<div id=\"ad-slot-7103-mi-detroit-C1561-native-article_link-money-autos-3\" class=\"gnt_x_sl gnt_x_al\" data-g-r=\"lazy\" data-gl-method=\"lazyLoadX\" data-x-c=\"2\"><\/div>\n<\/aside>\n<p class=\"gnt_ar_b_p\">Such shortcomings compared to their gas peers is one of the reason why EV sales have disappointed. And why GM is pushing back production of the Chevy Silverado EV pickup at Orion Assembly until late 2025.<\/p>\n<p class=\"gnt_ar_b_p\">Even when Chevy EVs and ICEs have comparable pricing, they attract different customers. Thanks to big price cuts and the $7,500 subsidy, the 259-mile range Bolt EV is available at $19,995 \u2014 goosing a sales increase of 55% this year (including its sister, the slightly larger Bolt EUV). That price is competitive with the entry-level, $21,495, 422-mile range Trax.<\/p>\n<aside id=\"gnt_atomsnc\" class=\"gnt_em gnt_em_anc\" data-g-r=\"lazy\" data-gl-method=\"loadAnc\" aria-label=\"Newsletter signup form\">\n<div class=\"label\" hidden=\"\"><\/div>\n<div class=\"container\">\n<div class=\"message\">\n<div class=\"title\">Get the\u00a0<span class=\"highlight\">Michigan Politics<\/span>\u00a0newsletter in your inbox.<\/div>\n<p class=\"description\">Washington and Lansing, red and blue, we&#8217;ve got your government covered.<\/p>\n<div class=\"frequency\">Delivery: Daily<\/div>\n<div class=\"container\">\n<div class=\"input-container populated\"><input autocomplete=\"off\" name=\"email\" required=\"\" type=\"email\" \/><\/p>\n<div class=\"clickable\"><\/div>\n<p><label>Your Email<\/label><\/div>\n<div id=\"bar\">\n<div class=\"highlight\"><\/div>\n<div class=\"progress-primary\"><\/div>\n<div class=\"progress-secondary\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/aside>\n<p class=\"gnt_ar_b_p\">But Chevy marketing guru Steve Majoros says they still appeal to different customers. \u201cThere is not a strong cross-shop between the two, Trax and Bolt EV are a different customer base,\u201d he said. \u201cBolt tends to be shopped by coastal buyers from a higher-income demographic looking for an EV, the Trax buyer is more interested in affordability. The Trax has been doing what we want it to do: get people into the brand.\u201d<\/p>\n<p class=\"gnt_ar_b_p\">Media buzz for Chevy EVs continues to be strong with the 324-mile range Blazer EV winning\u00a0Motor Trend\u2019s 2024 SUV of the Year award. The publication also crowned the Bolt EV 2017 Car of the Year though the huzzahs did not translate into strong sales, with Tesla\u2019s Model 3 outselling it by 6:1.<\/p>\n<aside class=\"gnt_m gnt_x gnt_x__lbl gnt_x__al\" aria-label=\"advertisement\">\n<div id=\"ad-slot-7103-mi-detroit-C1561-native-article_link-money-autos-4\" class=\"gnt_x_sl gnt_x_al\" data-g-r=\"lazy\" data-gl-method=\"lazyLoadX\" data-x-c=\"3\"><\/div>\n<\/aside>\n<p class=\"gnt_ar_b_p\">&#8220;We&#8217;re still very bullish on the EV market and very bullish about our position in that market, having a vehicle with Ultium in the three biggest segments in the industry,&#8221; Bell said, citing the Equinox EV, midsize Blazer EV, and Silverado EV, which are built on GM\u2019s Ultium battery platform.<\/p>\n<p class=\"gnt_ar_b_p\">Failure to sell EVs will result in billions in fines from California regulators and the federal EPA if targets aren\u2019t met beginning with the 2026 model year. To encourage customer EV acceptance, Chevrolet is leaning on a fleet-heavy sales strategy for its SUVs and trucks. Fleet strategies have been criticized in the past as dumping grounds to boost sales numbers.<\/p>\n<figure class=\"gnt_em gnt_em_img\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.detroitnews.com\/gcdn\/presto\/2022\/02\/01\/PDTN\/9d1b0561-49af-4e03-bfea-2b39b20a33e6-SilveradoEV_WT_fr3-4.jpg?width=660&amp;height=495&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" alt=\"Like gas-powered Silverado Work Trucks, the 2024 Chevrolet Silverado EV Work Trucks is distinguished by a black fascia.\" width=\"497\" height=\"373\" \/><img decoding=\"async\" class=\"gnt_em_img_i\" src=\"https:\/\/www.detroitnews.com\/gcdn\/presto\/2022\/02\/01\/PDTN\/9d1b0561-49af-4e03-bfea-2b39b20a33e6-SilveradoEV_WT_fr3-4.jpg?width=660&amp;height=495&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" srcset=\"\/gcdn\/presto\/2022\/02\/01\/PDTN\/9d1b0561-49af-4e03-bfea-2b39b20a33e6-SilveradoEV_WT_fr3-4.jpg?width=1320&amp;height=990&amp;fit=crop&amp;format=pjpg&amp;auto=webp 2x\" alt=\"Like gas-powered Silverado Work Trucks, the 2024 Chevrolet Silverado EV Work Trucks is distinguished by a black fascia.\" data-g-r=\"lazy\" \/><\/p>\n<div class=\"gnt_em_img_ccw gnt_em_img_ccw__cap gnt_em_img_ccw__crd\" data-c-caption=\"Like gas-powered Silverado Work Trucks, the 2024 Chevrolet Silverado EV Work Trucks is distinguished by a black fascia.\" data-c-credit=\"Chevrolet, Chevrolet\"><\/div>\n<\/figure>\n<p class=\"gnt_ar_b_p\">But GM\u2019s volume brand sees fleets as crucial to getting a foothold in the market. Corporations like utilities have internal sustainability goals to meet, and the $77,905 Silverado EV Work Truck (nearly twice the cost of a gas WT) is being sold exclusively to fleets. Rental companies like Hertz have been incentivized by the federal government with $7,500 subsidies per EV purchase.<\/p>\n<p class=\"gnt_ar_b_p\">\u201cThe EV market is going to be fleet-focused initially because that is where the demand is,\u201d said Bell. \u201cWe see it as an opportunity to do volume sales, and we can use fleet markets to expose customers to EVs.\u201d<\/p>\n<aside class=\"gnt_m gnt_x gnt_x__lbl gnt_x__al\" aria-label=\"advertisement\">\n<div id=\"ad-slot-7103-mi-detroit-C1561-native-article_link-money-autos-5\" class=\"gnt_x_sl gnt_x_al\" data-g-r=\"lazy\" data-gl-method=\"lazyLoadX\" data-x-c=\"4\"><\/div>\n<\/aside>\n<p class=\"gnt_ar_b_p\">Fleet sales aside, Chevrolet sees retail demand from high-income customers so Equinox EV will debut early next year with launch editions priced at $48,895 (front-wheel-drive) and $52,395 (AWD). The $35k Equinox EV will come later in 2024. The Silverado EV will also open for retail customers with an upscale RST model at $106,895.<\/p>\n<p class=\"gnt_ar_b_p\">EV market uncertainty means Chevy will continue to lean on its gas truck and SUV lineup to generate profits.<\/p>\n<p class=\"gnt_ar_b_p\">Through September, Silverado sales were up 8% over 2022 and second only to perennial sales champ Ford F-Series. Last year, pickup trucks accounted for 20.5% of new U.S. vehicle sales, up from 16.8% in 2016. Chevrolet&#8217;s overall sales volume is up 18% this year.<\/p>\n<figure class=\"gnt_em gnt_em_img\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.detroitnews.com\/gcdn\/authoring\/authoring-images\/2023\/09\/25\/PDTN\/70958629007-chevy-corvette-z-06-m-1-turn-5.jpg?width=660&amp;height=372&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" alt=\"Big brakes help bring the 2023 Chevy Corvette Z06 down to speed from long straightaway runs.\" width=\"497\" height=\"280\" \/><img decoding=\"async\" class=\"gnt_em_img_i\" src=\"https:\/\/www.detroitnews.com\/gcdn\/authoring\/authoring-images\/2023\/09\/25\/PDTN\/70958629007-chevy-corvette-z-06-m-1-turn-5.jpg?width=660&amp;height=372&amp;fit=crop&amp;format=pjpg&amp;auto=webp\" srcset=\"\/gcdn\/authoring\/authoring-images\/2023\/09\/25\/PDTN\/70958629007-chevy-corvette-z-06-m-1-turn-5.jpg?width=1320&amp;height=744&amp;fit=crop&amp;format=pjpg&amp;auto=webp 2x\" alt=\"Big brakes help bring the 2023 Chevy Corvette Z06 down to speed from long straightaway runs.\" data-g-r=\"lazy\" \/><\/p>\n<div class=\"gnt_em_img_ccw gnt_em_img_ccw__cap gnt_em_img_ccw__crd\" data-c-caption=\"Big brakes help bring the 2023 Chevy Corvette Z06 down to speed from long straightaway runs.\" data-c-credit=\"Henry Payne, The Detroit News\"><\/div>\n<\/figure>\n<p class=\"gnt_ar_b_p\">ICE icon Corvette, a $70k supercar, has already sold over 25,000 units this year as it has added high-horsepower Z06 and E-Ray models. Like Ford\u2019s V8-powered Mustang and Porsche\u2019s flat-6 911, GM intends to continue to use its gasoline sportscar as a brand halo.<\/p>\n<p class=\"gnt_ar_b_p\">That halo will be a missionary all over the world in 2024 as Corvette expands its racing program for the first time to the customer market with a GT3-class model competing against Mustang, Porsche and Mercedes. Like the retail market, endurance racing has been resistant to EVs given their range and cost liabilities.<\/p>\n<aside class=\"gnt_m gnt_x gnt_x__lbl gnt_x__al\" aria-label=\"advertisement\">\n<div id=\"ad-slot-7103-mi-detroit-C1561-native-article_link-money-autos-6\" class=\"gnt_x_sl gnt_x_al\" data-g-r=\"lazy\" data-gl-method=\"lazyLoadX\" data-x-c=\"5\"><\/div>\n<\/aside>\n<p class=\"gnt_ar_b_p\">\u201cRange is a big differentiator for customers looking to buys EVs,\u201d said Bell. \u201cWe\u2019re pleased the Equinox has over-delivered in the sense of range.\u201d<\/p>\n<p class=\"gnt_ar_b_p\"><em>Henry Payne is auto critic for The Detroit News. Find him at hpayne@detroitnews.com or Twitter @HenryEPayne.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amidst heated UAW strikes and cool EV demand, it&#8217;s been a tumultuous autumn for the Detroit auto industry. But with plans measured in decades, not months, Chevrolet is staying the course towards an all-electric future. Chevy executives laid out the ingredients of that future as 2023 draws to a close with a new brand slogan, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"_links":{"self":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/31673"}],"collection":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/comments?post=31673"}],"version-history":[{"count":1,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/31673\/revisions"}],"predecessor-version":[{"id":31674,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/31673\/revisions\/31674"}],"wp:attachment":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/media?parent=31673"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/categories?post=31673"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/tags?post=31673"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}