LOS ANGELES -- Chevrolet will use a heavy dose of digital ads for the Trax when the subcompact crossover's marketing begins early next year.
Chevrolet has shot a series of short films to underscore the Trax's appeal to the young city dwellers it sees as the vehicle's target demographic, said Tim Mahoney, the brand's global marketing boss. The films, to be used online, show scenes such as a Trax owner helping a neighbor move.
Footage from the videos will run as TV ads in some urban markets where the Trax is seen as a better sell than, say, a Silverado. But otherwise, Mahoney said, the Trax launch will be "almost exclusively digital- and social-based."
Mahoney expects to draw most Trax buyers from car segments rather than SUV owners looking to downsize. The Trax's all-wheel- drive capability also could pit Chevrolet against red-hot Subaru, one of the few brands that offer smaller vehicles with awd.