Chevy Captiva-ted By Fleet Sales
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?
More by Edward Niedermeyer
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Now this is smart! You can peddle your wares to fleets without causing the resale value of your retail products to tank. Also, you can probably make only one trimline which will further reduce the manufacturing costs.
Down in Vegemite land the Captiva outsold Kluger(!) Plenty of Kluger's in Hertz fleet, don't see so many Captiva's in Budget,Avis or Europcar. As a postscript I agree with Mr President, Vegemite is an aquired taste, and I have yet to aquire it.
Since rental car companies will eventually sell their cars into the secondary used market, there is no such thing as a fleet-only passenger car universe unless they can sell them back to GM for scrap or overseas. Those used, low content rental cars will remain on the roads for years and regular folks will see, own and experience these autos. Consumer Reports, et al will still rate them as used car buyers will demand the information. They will clearly be GM products. Thought leaders like TTAC will discuss these cars. Steven Lang?