Already '100,000 Units Exported'... Trailblazer Becomes Korean GM's Cash Cow

Achieved Monthly Export Record High in September

Chevrolet Trailblazer (Photo by Korea GM)

[Asia Economy Reporter Kim Ji-hee] The Chevrolet Trailblazer has emerged as a reliable cash cow model for Korea GM. In particular, exports, which began in earnest from February, have surpassed a cumulative total of 100,000 units despite the COVID-19 pandemic.

According to industry sources on the 9th, the Chevrolet Trailblazer, along with its sibling model, the Buick Encore GX, exported 20,053 units last month. This is the highest monthly record since the Encore GX, which started exporting at the end of last year, was joined by the Trailblazer in February. With continued favorable reviews in overseas markets, the cumulative export volume has also exceeded 100,000 units.

The Trailblazer is receiving a positive response in its main market, the United States. In July, it was selected as the "Fastest Selling Vehicle in the U.S." by iSeeCars, a North American automotive evaluation agency, recognizing its rapid market entry. According to iSeeCars' survey of the delivery time from dealership arrival to customer handover for 12 new models launched in North America from March to June this year, the Trailblazer took an average of 19 days.

Even amid the market halt caused by the spread of COVID-19 in North America, the consistent efforts to prepare for the launch and sales of the Trailblazer are paying off. Initially, Korea GM planned to introduce the Trailblazer to the North American market early this year, but due to the COVID-19 situation, sales only began in June. However, after shipments started, more than 50,000 units were exported by April, preparing for demand recovery.

The domestic market performance is also not bad. Since its launch in January this year, cumulative sales until last month reached 15,412 units. During this period, Korea GM's domestic sales volume was 60,075 units, an increase of about 6,000 units compared to the same period last year. It can be calculated that without the Trailblazer, Korea GM's domestic sales would have decreased compared to the previous year. Early last month, Korea GM added the RS Midnight Package, which applies black color to the front grille made of high-gloss material, alloy wheels, and roof, tightening the reins on Trailblazer sales.

An industry official said, "The Trailblazer is a vehicle significant enough to determine the success or failure of Korea GM's business normalization," adding, "Especially noteworthy is that Korea GM, which relies heavily on exports, has secured another export cash cow model besides the Trax."