Remember the Saturn Vue? The Theta-based crossover is known around the world as the Chevrolet Captiva (or Daewoo WinStorm… yes, really), and soon it will be known in the US as GM’s latest fleet queen. With some 86% of GM’s fleet sales last year coming from Chevy (about a 35% mix for the brand), GM is apparently trying to insulate its newer products from the fleet queen image, and as a result it’s decided to import the Captiva Sport from Mexico in order
to help satisfy growing demand for compact crossovers by fleet customers.
Keep in mind, this is not the latest Captiva to come out of GM-DAT, but rather the outgoing model that has been in production since 2006. But, according to GM’s release, this isn’t a weakness. Alan Batey, U.S. vice president, Chevrolet Sales and Service explains
It says a lot about our ability to draw on international programs and proven, quality crossovers that we were able to identify and federalize a strong new entrant such as Captiva Sport for the U.S. market. We turned to our global network for a solution to quickly meet the rising demand from local fleet customers and continue to meet strong retail demand for the Equinox.
And if this attitude seems shocking, it’s time to start getting used to it: GM is rumored to be planning this same strategy when it releases its updated Chevy Malibu next year. According to long-standing whispers, the outgoing model will continue to be produced as a fleet-oriented “Classic” model. Perhaps it’s time for GM to roll out a fleet-only brand?