First 2018 Chevrolet Equinox Design Sucked So Bad That Mark Reuss Has Vowed You'll Never See It

Timothy Cain
by Timothy Cain
first 2018 chevrolet equinox design sucked so bad that mark reuss has vowed you ll

After a long eight-year run for the second-generation Chevrolet Equinox, General Motors finally dropped the third-generation 2018 Chevrolet Equinox in September 2016. The 2018 Chevrolet Equinox might not be your cup of tea — I like the look, and the diesel option — but we learned late last month that it could have been downright awful.

How bad was it? It looked too bulky, too odd, too underwhelming, according to focus groups. The Equinox’s chief engineer, Mark Cieslak, said, “What we have on paper we felt was not going to win.”

So GM went back to the drawing board.

But seriously, how bad was it? We want to know, as does Autoweek, which tweeted last Saturday, “We really want to see what the abandoned version looked like.”

GM’s executive vice president for global product development, the Twitter-affable Mark Reuss, responded just 10 minutes later. And, uh, my guess is they really don’t want us to see the first third-gen Equinox.

“Too bad. Ain’t gonna happen,” Mark Reuss replied to the Autoweek tweet.

Of course that’s what he’s going to say. If GM relented and showed us pictures and specs of a small crossover that wasn’t good enough to bring to an auto show, let alone bring to market, the automaker would have to suffer the consequences. Images of a failed GM design would be passed around the internet for the rest of time.

And yet, Mark Reuss didn’t really have to say anything. He wasn’t forced to comment on a tweet by a single publication on a Saturday afternoon.

Mark Reuss went out of his way to tell Autoweek’s editors and readers that they can’t, they shall not, they will never feast their eyes upon the failure that was the early Equinox draft.

Was it really that bad?

Timothy Cain is the founder of, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

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3 of 28 comments
  • Kyree Kyree on Apr 05, 2017

    I personally think this one looks terrible. It's like someone left the current-gen outside too long and it melted in the sun.

  • Freddie Freddie on Apr 05, 2017

    Style-wise there is only so much you can do with a CUV. The CUV has become the most bland, generic body style. I can't tell one model from another without looking at the grill.

    • Drzhivago138 Drzhivago138 on Apr 05, 2017

      Arguably, you can do more because there's more vertical space to work with. And the "all cars are indistinguishable nowadays" trope is true of any era, for those who aren't familiar with the styling cues of each make.

  • Jeff S I saw a You Tube on this recently that said this truck was going to be midsize and just an EV. I hope that this truck is a true compact and that it will have ICE and hybrid as well especially a plug in hybrid. Matthew please keep us informed of any additional information that is released about this truck. This is good to have more competition in the compact truck market with Toyota already planning to release the Stout and GM talking about a compact truck.
  • SCE to AUX Whoa, I like the looks of that thing.
  • ToolGuy Found this.
  • SCE to AUX Their splash was the sound of breaking through thin ice. It's a matter of time until they withdraw from the US.
  • SCE to AUX I've said for years that the NACS Tesla protocol should become the standard.I had hoped the Feds would settle it, but it's probably better for the industry to do it.Now let's see if Ford and GM will help fund further Supercharger expansion.