Chevrolet will not offer in the US the Cruze station wagon confirmed this week for Europe later in 2012 and, within a year, as a Holden for Australia.
Some competitors, including Hyundai, which showed two new Elantra models this week at the Chicago motor show, offer multiple body styles of a single model in America, a strategy not followed by Chevrolet with its popular Cruze which is also available in other markets as a hatchback, the New York Times noted.
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Chevrolet spokesman Tom Wilkinson told the paper the business case prevents the company from offering such choices to American consumers.
“Management decisions regarding the model mix are designed to keep the company on rock-solid financial footing,” he said.
Wilkinson said “a sharp pencil” had to be taken to the business case for a Cruze wagon in America. The automaker risked the new variant diverting customers away from the Equinox crossover which is just three inches longer than the Cruze wagon, available with a 2.4-litre four-cylinder engine and provides 10 cu ft more load space. It also isn’t available in Europe (where Chevrolet offers a similar Korean-built Captiva model).
“Five or 10 years ago we chased all kind of niches,” Wilkinson told the New York Times. “Everyone loved the Pontiac Solstice. But did it make economic sense for the company?”
Meanwhile, GM Australia unit Holden confirmed it would add the Cruze wagon “within the next 12 months” as a full import.
Holden launched the Cruze sedan as a Korean import but later put it into local manufacture alongside its staple Commodore at the plant in Elizabeth, South Australia, updating the model with local ‘Series II’ improvements since adopted in other markets. It subsequently put hatchback version – introduced worldwide last year – into local production as well.
The imported wagon will be the Holden brand’s third Cruze variant – Chevrolet has not been sold in Australia for decades though Opel is being launched there later this year.
“Cruze has been a fantastic success story for Holden, it’s been extremely well received by our customers making it Australia’s fifth highest-selling car in 2011,” said Holden sales and marketing chief John Elsworth. “We’re confident Cruze wagon will take the nameplate from strength to strength and reach new customers who are looking for more versatility.”
