ASHEVILLE, N.C. — Chevrolet has tall hopes for its newest small crossover.
By the end of next year, the brand expects the redesigned 2024 Trax subcompact crossover to be its third-highest-selling vehicle, behind the Silverado full-size pickup and Equinox compact crossover.
General Motors' volume brand aims to do that by making a strategic play around affordability. All Trax trims start below $25,000 with shipping. Brand leaders say the Trax is loaded with technology and safety features that previous entry-level vehicles lacked, offering a significant value at well below the industry's average transaction price of more than $46,000.
That theme will highlight a marketing push Chevrolet plans to begin in June targeting buyers of the previous-generation Trax as well as owners of discontinued models, such as the defunct Cruze and Sonic sedans.