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2015 Chevrolet Trax

After the obligatory product presentation for the 2015 Trax, I caught up with Steve Majoros, Chevrolet's director of marketing for crossovers and cars, and asked him to elaborate on which markets his planners believe will be the hot starters for this tiny CUV. Without much hesitation, Majoros began to click off traditional sales havens for Subaru, namely, New England and the snowy bits of the East Coast, Colorado and the Pacific Northwest. That news might not surprise you, but it did me. Perhaps it's something as basic as the Trax's tall-hatchback looks, or the emphasis Chevrolet put on the urban driving cycle during my test in San Diego. But before my chat with Majoros, I'd considered this a crossover pointed at the Millennial city mouse more than his bumpkin cousin. But a closer look had me re-examining the granola cred of Chevy's smallest crossover. Having spent my fair share of time in New England and around New Englanders, I started by mentally listing the Trax's Subaru-like traits: practicality, thrift, all-weather ability and, well, just a dash of ugliness. (I suppose a hatchback needn't always be ugly to sell in Maine, or Boulder or Portland... but a 'distinctive' face doesn't seem to hurt.) After a day of driving through sunny San Diego and its surroundings, I can say that Trax makes an interesting case for itself against the standard bearers of the L.L. Bean set, but I'm less sure of its argument for young urbanites. The Trax looks a lot like an Equinox whose suit shrunk in the wash. Chevy's has downsized its own, rather conservative crossover styling to fit the proportions of the subcompact Trax; to my eyes, it looks a lot like an Equinox whose suit shrunk in the wash. That's fine for offering a cohesive look for the Chevy family of crossovers, but it seems out of step with the rest of the segment. If the Trax's current competitive set were the cast of a high school-based TV show, the Kia Soul would play the lovable nerd, the Nissan Juke perhaps the outsider musician and the Subaru XV Crosstrek the athletic outdoorsy kid. Chevy may see the Trax as the hipster chick wearing intentionally ironic mom jeans, but to me the styling is a little too on the nose; more like an actual grownup trying to hang with the kids. These mom jeans are genuine. Per my earlier point, that quasi-conservative look may be just fast enough for staid New Englanders, but I have a hard time seeing the bluff, big-Bowtied front end playing in Bushwick or Wicker Park.

C7 Corvette makes inaugural ad appearance in Chevy's first spot with new slogan

Chevrolet's "Runs Deep" tagline has finally been run into the ground, replaced with the Bowtie brand's "Find New Roads" slogan that's part of parent General Motors' plan to unify its everyday brand's marketing efforts worldwide. The new Chevrolet campaign was ushered in on prime time last night during the Grammy Awards on CBS, and the first spot, a 90-second full-line ad, also marks the first appearance of the 2014 Corvette Stingray in a commercial.
Being a full-line ad, the commercial is composed of vignettes centered on different vehicles in the brand's lineup. The all-new 2014 Impala also makes its first commercial appearance in dapper fashion, and time is spent on a skateboarding Sonic and a bouquet of brightly colored Spark hatchbacks driven by fashionable women. The ad starts and ends with Chevy's green halo car, the Volt, along with a young girl with her robotic dog (yes, really).
Chevrolet's "Runs Deep" campaign got off to a rocky start in the fall of 2010, but it did last for a couple of years with some tweaks. This new one, "Find New Roads" seems more intent on drawing new customers into the fold than the outgoing tagline, which seemed to play more toward the brand faithful. It admittedly reminds us more than a little the short-lived "Find Your Own Road" Saab motto (which, we note, was conceived while the Swedish brand was under GM's control), but no matter, we still think it's got more long-term potential than "Runs Deep."

IIHS: High numbers of drivers treat partially automated cars as fully self-driving

WASHINGTON — Drivers using advanced driver assistance systems like Tesla Autopilot or General Motors Super Cruise often treat their vehicles as fully self-driving despite warnings, a new study has found. The Insurance Institute for Highway Safety (IIHS), an industry funded group that prods automakers to make safer vehicles, said on Tuesday a survey found regular users of Super Cruise, Nissan/Infiniti ProPILOT Assist and Tesla Autopilot "said they were more likely to perform non-driving-related activities like eating or texting while using their partial automation systems than while driving unassisted." The IIHS study of 600 active users found 53% of Super Cruise, 42% of Autopilot and 12% of ProPILOT Assist owners "said that they were comfortable treating their vehicles as fully self-driving." About 40% of users of Autopilot and Super Cruise — two systems with lockout features for failing to pay attention — reported systems had at some point switched off while they were driving and would not reactivate. "The big-picture message here is that the early adopters of these systems still have a poor understanding of the technologyÂ’s limits," said IIHS President David Harkey. The study comes as the National Highway Traffic Safety Administration (NHTSA) is scrutinizing Autopilot crashes. Since 2016, the NHTSA has opened 37 special investigations involving 18 deaths in crashes involving Tesla vehicles and where systems like Autopilot were suspected of use. Tesla did not respond to requests for comment. Tesla says Autopilot does not make vehicles autonomous and is intended for use with a fully attentive driver who is prepared to take over. GM, which in August said owners could use Super Cruise on 400,000 miles (643,740 km) of North American roads and plans to offer Super Cruise on 22 models by the end of 2023, did not immediately comment. IIHS said advertisements for Super Cruise focus on hands-free capabilities while Autopilot evokes the name used in passenger airplanes and "implies TeslaÂ’s system is more capable than it really is." IIHS in contrast noted ProPILOT Assist "suggests that itÂ’s an assistance feature, rather than a replacement for the driver." NHTSA and automakers say none of the systems make vehicles autonomous. Nissan said its name "is clearly communicating ProPILOT Assist as a system to aid the driver, and it requires hands-on operation.