Chevy Cruze Customers: Where Will They Go?

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Thread: Chevy Cruze Customers: Where Will They Go?

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    Chevy Cruze Customers: Where Will They Go?

    The Detroit News
    March 8, 2019



    The Cruze enjoyed a short but thrilling roller-coaster ride over its eight-year career.

    Slotted between the subcompact Sonic and mid-size Malibu, the Cruze was Chevrolet's third compact entry in three decades, following the Cavalier and Cobalt. It debuted in 2011 at an opportune time, riding America’s shift to small sedans as the Great Recession squeezed incomes, and memories of $4 a gallon gas were fresh.

    Its debut was emotional for GM, coming as the most significant model launch since the company’s reorganization under a federally led bankruptcy. “This is everything for us,” then-GM President of North American operations Mark Reuss said at the car's Ohio launch in 2010. “The rebirth of the American economy starts right here at Lordstown with a world-class, high-volume car built in the heartland of America.”

    Getting up to 48 miles per gallon on the highway, the Cruze cruised to a peak of 273,060 sales in 2014 before crashing to earth as the U.S. economy rebounded, gas prices stabilized at around $2 a gallon and America fell back in love with sport utility vehicles.

    The new badge proved a nice diversion for the brand, too, as the discontinued Cobalt became a lightning rod for bad news after a faulty ignition switch caused multiple fatalities.

    The $18,870 Cruze’s disappearance leaves a hole in Detroit’s entry-level compact car lineup, as Ford’s compact Focus also ends production this year and Dodge’s Dart long ago left the playing field.

    “We’ve already seen those Cruze customers migrating to the Trax. And we’re seeing an uplift in sales to the Equinox also,” said a Chevy spokesman. Analysts say that the price-jump to equivalent SUVs – and reliable sedan entries from Asian automakers – poses a risk for the brand.

    “Chevy hopes most of those customers will go to utility vehicles,” says IHS Markit senior auto analyst Stephanie Brinley. “But there are people who still prefer sedans, so there is the risk they will buy a Honda Civic or Toyota Corolla instead.”

    The Civic and Corolla have been the perennial best-sellers in the segment at over 300,000 units sold annually in the U.S. Both are manufactured in America’s heartland by non-union labor – the Civic in Indiana and the Corolla in Mississippi – even as Cruze’s Ohio home lays off its UAW workforce.

    The Japanese badges proved formidable for upstarts like the Cruze, which spanned two generations over eight model years. The Corolla (11 generations of new cars) and the Civic (10 generations) have been in the U.S. market for about 50 years.

    “That could be part of the Japanese success,” says IHS’s Brinley. “Chevy had to retrain the automotive buyer whenever they came out with a new model name.”

    That branding will continue to be a challenge moving forward, experts say. The Cruze's demise is part of a larger shift for GM away from gas-powered vehicles towards a future of electric and autonomous vehicles. CEO Mary Barra envisions an all-electric future she refers to as “zero accidents, zero emissions and zero congestion.”

    For now, then, Cruze buyers who want to stick with Chevy sedans will have to move down to a smaller $16,295 subcompact Spark or up to a $22,685 midsize Malibu – the Malibu starting at about the same price as a subcompact Trax SUV.

    The good news for GM, say Brinley and GM representatives, is sedan buyers increasingly are comfortable with switching to SUVs. A GM spokesman said there is no wall anymore between sedan customers willing to shop for SUVs.








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    Re: Chevy Cruze Customers: Where Will They Go?

    The Corolla (11 generations of new cars) and the Civic (10 generations) have been in the U.S. market for about 50 years.

    “That could be part of the Japanese success,” says IHS’s Brinley. “Chevy had to retrain the automotive buyer whenever they came out with a new model name.”

    Interesting how an historic American brand could not get its act together over the past few decades and build a competent, compact vehicle. Changing the name each generation so the new vehicle would not inherit the reputation of the old vehicle was necessary yes, but probably, partially responsible for the downfall in sales, and the closing of the Cruze production plant this week in Lordstown, Ohio.












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    Re: Chevy Cruze Customers: Where Will They Go?

    Never understood that.. why GM constantly believes that changing names is the way to new customers.. especially when, and I don't know if they actually really ever look at their numbers.. but their compacts always sold in pretty high up numbers. Even the Cruze was at one point the number one compact. I think the problem with GM, Ford, and FCA.. is simple.. the UAeffingW. They simply prohibit one being able to build a compact here that makes money.

    Vega/Monza, Cavalier/Chevette, Cobalt, Cruze. All were top sellers.

    These are Cavalier numbers:
    58,904 - 1982
    268,587 - 1983
    462,611 - 1984
    383,752 - 1985
    432,101 - 1986
    346,254 - 1987
    322,939 - 1988
    376,626 - 1989
    310,501 - 1990
    326,847 - 1991
    225,633 - 1992
    251,590 - 1993
    254,426 - 1994
    151,669 - 1995
    261,686 - 1996
    315,136 - 1997
    238,861 - 1998

    Cobalt
    2004 4,960
    2005 212,667
    2006 211,451
    2007 200,621
    2008 188,045
    2008 Special Edition SS 5,000

    2009 104,724
    2010 97,376
    2011 127,472

    Cruze
    2010 24,495
    2011 231,732
    2012 237,758
    2013 248,224
    2014 273,060
    2015 226,602
    2016 188,876
    2017 184,751
    2018 142,617

    If those are bad numbers Mazda, Hyundai, Nissan should jump right out the damn compact game and run

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    Re: Chevy Cruze Customers: Where Will They Go?

    Hey Detroit News, the Sonic is still around ya know! They only mention Spark/Malibu as sedan options for Cruze customers.

    https://www.chevrolet.com/cars/sonic...uild-and-price
    Last edited by dannyg; 03-08-2019 at 08:23 AM.
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    Re: Chevy Cruze Customers: Where Will They Go?

    Quote Originally Posted by DaBangBang View Post
    Never understood that.. why GM constantly believes that changing names is the way to new customers.. especially when, and I don't know if they actually really ever look at their numbers.. but their compacts always sold in pretty high up numbers. Even the Cruze was at one point the number one compact. I think the problem with GM, Ford, and FCA.. is simple.. the UAeffingW. They simply prohibit one being able to build a compact here that makes money.

    Vega/Monza, Cavalier/Chevette, Cobalt, Cruze. All were top sellers.

    These are Cavalier numbers:
    58,904 - 1982
    268,587 - 1983
    462,611 - 1984
    383,752 - 1985
    432,101 - 1986

    Cruze
    2010 24,495
    2011 231,732
    2012 237,758
    2013 248,224
    2014 273,060
    2015 226,602
    2016 188,876
    2017 184,751
    2018 142,617

    If those are bad numbers Mazda, Hyundai, Nissan should jump right out the damn compact game and run
    I think it's just fuzzy "thinking" from some stiffs at the top. I don't see how any logical humanoid could think changing the model name would fix anything.

    Well, in ONE case it did, when Mulally ordered the plebes at Ford to return the TAURUS name after some peckerhead decided "500" would somehow untarnish an untarnished model name. Another case of fixing something that was not broken.

    Either some idiot/group of idiots is put in charge of names, or they let a GIGO computer decide. Which is the same thing, they just have an inanimate object to blame instead of the fools in the mirror.
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    Re: Chevy Cruze Customers: Where Will They Go?

    Civic and Corolla will take a big chink of the sales.

    GM is dumb. Kids aren't obsessed with SUVs. They just want something inexpensive to drive.

    Trax starts at $21,300. That's a lot more than a Cruze at $18K.

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    Re: Chevy Cruze Customers: Where Will They Go?

    Quote Originally Posted by kool1 View Post
    Civic and Corolla will take a big chink of the sales.

    GM is dumb. Kids aren't obsessed with SUVs. They just want something inexpensive to drive.

    Trax starts at $21,300. That's a lot more than a Cruze at $18K.
    Add Elantra, Forte, Rio, Accent.
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    Re: Chevy Cruze Customers: Where Will They Go?

    While Chevrolet hopes buyers will stay with GM, why should they? GM has abandoned the sedan category, so if someone wants a compact sedan, you are looking at a foreign car. Civic and Corolla are the class leaders and highly respected for many reasons. Hyundai and Kia have come on strong.
    And GM? "Zero accidents, zero emissions, and ZERO SALES!"

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    Re: Chevy Cruze Customers: Where Will They Go?

    Quote Originally Posted by kool1 View Post
    Civic and Corolla will take a big chink of the sales.

    GM is dumb. Kids aren't obsessed with SUVs. They just want something inexpensive to drive.

    Trax starts at $21,300. That's a lot more than a Cruze at $18K.
    That is why we got the Eco Sport IMO.

    I have more people (first time buyers) come in, just looking for Transportation. Income determines the rest. They start at lets say an Explorer Sport, Edge ST, Focus RS and by the time the Payments fall where they may, and the Finance Company states their parameters. The Customer drives home in a New Focus.

    As far as "Ford Credit" is concerned, the Eco Sport will become the New Focus. Is this First Time Buyer worthy of a Chance for a Lifetime of Vehicle Purchases? Personally, keeping the FTB in the Ford Family should be easier in an Eco Sport than starting in a Fiesta/Focus.

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    Re: Chevy Cruze Customers: Where Will They Go?

    .
    I've been told that the last Cruze built was a Fleet-LS model sold to a dealership in Florida.

    It would have been nice to have built a fully-loaded Premier model and then donate it for use in a charity auction.

    I know the lights are on, but Is anyone home at GM?









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    Re: Chevy Cruze Customers: Where Will They Go?

    "For now, then, Cruze buyers who want to stick with Chevy sedans will have to move down to a smaller $16,295 subcompact Spark or up to a $22,685 midsize Malibu – the Malibu starting at about the same price as a subcompact Trax SUV."

    As Dannyg points out they completely overlooked the fact that the Sonic remains priced properly between the Spark and Malibu. Sizewise the Bolt would also fit in between.

    Despite the dire deathknell of Chevy sedans, they will still offer more actual CARS than any other domestic manufacturer by far. They are best prepared should the world implode and gas prices go through the roof.

    Spark ~ Sonic ~ Bolt ~ Malibu ~ Impala(for another year) + Camaro ~ Corvette. A size for every seat.
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    Re: Chevy Cruze Customers: Where Will They Go?

    GM doesn't want to be tied down by having a bunch of customers.
    Pony Car: an affordable, compact, highly styled car with a sporty or performance-oriented image and an available V8.

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    Re: Chevy Cruze Customers: Where Will They Go?

    It's said watching the news this week as ex-Lordstown workers where interviewed. The only thing Hatchet Mary should envision is her own ass on the unemployment line. EV's will remain a small market for another 10 years. GM tries to lessen the blow by saying Lordstown is being put in a state of "readiness". What BS. All GM dreams about is China.

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    Re: Chevy Cruze Customers: Where Will They Go?

    GM thinks they'll just go buy other GM offerings the same way all those Pontiac, Oldsmobile and Saturn owners did. Oh wait.

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    Re: Chevy Cruze Customers: Where Will They Go?

    Quote Originally Posted by joey View Post
    It's said watching the news this week as ex-Lordstown workers where interviewed. The only thing Hatchet Mary should envision is her own ass on the unemployment line. EV's will remain a small market for another 10 years. GM tries to lessen the blow by saying Lordstown is being put in a state of "readiness". What BS. All GM dreams about is China.
    Mary already has been paid more money than she can spend in several lifetimes.
    Pony Car: an affordable, compact, highly styled car with a sporty or performance-oriented image and an available V8.

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