2010 Chevrolet Equinox to emphasize fuel economy

Unlike the previous generation which only came with a V-6 engine, the redesigned Equinox comes with a base 2.4-liter direct injected four-cylinder engine. Customers can get a V-6 option.

The new body style reflects Chevrolet's global design language influenced by the Malibu sedan and Traverse crossover.

The new Equinox, which goes on sale this month, starts at $23,185, including shipping. That's $1,825 less than the current Equinox.

Chevrolet says it has added $1,000 worth of new content to this model including: a six-speed transmission, rear power child locks, driver powered front seat and lumbar adjustment, OnStar, floor mats, XM radio, theft deterrent system, a compass and body-colored heated outside mirrors.

What Chevrolet says

GM's recent filing for Chapter 11 bankruptcy protection won't get in the way of this launch.

"We're staying focused on the things that we need to do," says Steve Bartolone, Chevrolet marketing product director. "We've stayed true to our launch plan and began production as we planned and this week we shipped as we'd planned. Our media plan is still intact."

The media plan calls for digital ads to start appearing in July with some print and grassroots efforts to follow. More than half of the Equinox marketing budget will be spent on digital marketing. In the fall, Chevrolet will start running television spots.

The message of the advertising will be on fuel economy -- the Equinox gets 32 mpg highway--the value for the money and the quality of the vehicle.

"We have that fuel economy of the sedan with the utility of a crossover," Bartolone says. "That's not the tag line but it's that kind of thought."

Competitive landscape

The Equinox's success is key to Chevrolet given that its sales pale by comparison to its nearest competitors the Toyota RAV4 and the Honda CR-V compact crossovers. Through May, Chevrolet has sold 21,043Equinox's compared to Honda selling 65,197 CR-V's and Toyota's sales of 52,187 RAV4's.

"It's very important to Chevrolet that this go well because if you look at this segment which is the compact crossover, even in a 10.5 (million units of U.S. sales) industry, it's running around 900,000 units," Bartolone says.

To make sure the Equinox succeeds, GM has spent great time and money researching the target Equinox customer, he says.

"They have told us they are practical and pragmatic people. They want first, fuel economy, then value, thirdly quality and finally style," Bartolone says.

Chevrolet says the other competitor is the Ford Escape.

By Jamie LaReau- Automotive News