Trax introduction to US prompts branding questions from press

Our resident Firefly-loving (show, not the car) Australian Jacob Black might have another small General Motors crossover to test if the company decides to rebadge the Trax for another brand.

According to Automotive News, the small Chevy could also spawn a GMC variant, bringing the total number of distinct models based on the same vehicle up to four, including the Buick Encore and Opel/Vauxhall Mokka. Incidentally, the Trax is also sold as a Holden in Australia.

“I think that is certainly possible,” Trax chief engineer Al Manzor said to AN when prompted with the question if the Trax could be used by another domestic brand.

This could cause issues in the US as Buick and GMC are typically linked in the same dealership. In Canada, where Chevrolet, GMC, and Buick share showroom space, Trax derivatives could go up to three under one roof.

With GMC’s ‘Professional Grade’ ethos, it also begs the question — how can the Trax be differentiated enough to make it a GMC?

2015 Chevrolet Trax-JB-12

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