Solid growth is attributed to a wide range of vehicles at affordable price points.

In 2024, Chevrolet saw robust vehicle sales, contributing to General Motors of Canada’s lead in market share for the year. Given ongoing economic uncertainty and cost of living issues facing many Canadians, this represents a major feat, especially given that vehicles represent a major investment for most consumers and businesses. To gain insight into this as well as Chevrolet’s brand strategy going forward in2025 and beyond, Autosphere sat down with James Hodge, Chevrolet’s Brand Director for Canada. Here’s what he had to say:

Autosphere: What do you think has been key to Chevrolet’s sales success in 2024 in Canada given current economic considerations?

James Hodge: Last year, at Chevrolet, we had sales that were up over 18% over the previous year. So, for us, it represented a great sales year and our best since 2018. We were a big part of General Motors being the number one automaker in Canada and we’re proud of that. In asking what the recipe is, I think it’s having a broad lineup of vehicles with a range of affordable vehicle options for Canadians, whether they’re powered by internal combustion engines or whether they’re EVs. 

AS: Can you tell us a little about Chevrolet’s current EV strategy and what dealers and customers can expect?

JH: Chevrolet has been focused on providing a number of affordable options in the electric vehicle market. Our most affordable is the Equinox EV, which offers over 500 kilometres of range, but at this year’s Canadian International AutoShow, we also brought the Blazer EV. This is a midsize offering, larger than the Equinox and designed to appeal to consumers that have growing families and need more rear seat room. We also brought with us to the show, two examples of the Chevrolet Silverado EV pickup, the RST and more commercially focused WT model, plus the Chevrolet BrightDrop delivery van that represents our family of electric commercial vehicles. 

AS: From a volume brand perspective, what do you think is essential to maximizing appeal among Canadian consumers?

JH: When it comes to positioning Chevrolet, especially toward consumers, we really want to convey that we offer affordable options that are competitive in the marketplace, with great technological features that are designed to enhance the ownership and user experience. A good example of that is big, easy to read screens, with integrated Google technology for easy navigation, as well as General Motors’ Super Cruise driver assist technology that really helps Canadians deal with traffic or having a less stressful drive by not having to keep their hands on the wheel.

AS: What do you feel are some factors why Chevrolet trucks and SUVs continue to prove so popular with Canadians, including the likes of the Colorado, which saw significant volume growth in 2024?

JH: Chevrolet been manufacturing trucks for a very long time, which has given us an advantage in how to do it well and knowing who our customers are. Since day one, our focus has been on delivering great value in the vehicles that we bring to market. Our full-size Silverado saw some great success during 2024 building sales over 5% and we also saw a major increase in demand for the midsize Colorado (32%). Our focus at Chevrolet is offering variety and versatility, giving customers the option of both midsize and full-size trucks and multiple options for each vehicle at affordable price points. It’s something that has resonated with Canadians and I think that’s reflected in the sales growth we’ve seen and the enduring popularity of these vehicles.

AS: Is there anything else specific you’d like to share with us in terms of product introduction for 2025 and Chevrolet’s brand strategy going forward?

JH: We had a great year in 2024, and in 2025, we’re excited about having introduced and continuing to bring new vehicles to market. The Blazer EV is a good example, and we’re expanding the range of Silverado EV offerings with the LT which is a more middle of the range and complements the RST and LT models. We’ve also refreshed our full-size Tahoe SUV for 2025, which occupies an important niche in the market, and we’ve also introduced the Corvette ZR1. This represents the pinnacle of Chevrolet engineering, with it’s incredible 1,064 horsepower 5.5-litre twin-turbo V-8 and is a fantastic halo product for our dealers. But ultimately, when we look at brand strategy, it is really about providing choices for Canadians and that means offering vehicles at a wide variety of different price points, so that when consumers are shopping for their next vehicle, we have something for them. Whether it’s somebody looking at affordability, which we offer in vehicles like the Chevrolet Trax and Equinox or want something for a large family and is suitable for towing with lots of capability like the full-size Tahoe, or something in between, Chevrolet has an option. And again, when we look at our trucks and also our powertrain choices [including internal combustion engine and electric], it’s about providing the widest range of vehicles at affordable and value driven price points.