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DETROIT — General Motors has discovered that almost two-thirds of Chevrolet Equinox and Traverse buyers are new to the brand. In fact, almost half of all buyers who turn to these models are conquest sales taken away from other automakers.

The majority of these Chevy buyers are apparently trading in non-Chevrolet vehicles so far this year. In addition, the company indicated nearly half of buyers traded in non-GM vehicles. 

Executives found Cadillac, Buick, and GMC trade-ins account for only 9 percent of purchases for both the Equinox and Traverse. According to officials, many of these buyers are jumping ship to Chevy when other GM brands were discontinued. GM-branded vehicles represent 11 percent of Equinox trade-ins and 9 percent of Traverse trade-ins.

Furthermore, automaker management explained the remaining 45 percent of Traverse buyers and 44 percent of Equinox buyers traded in non-GM vehicles.

Combined, Chevy indicated it has sold more than 120,000 Equinox and Traverse models during the first six months of this year. Brand officials say this an increase of approximately 80 percent calendar-year-to-date.

"Equinox and Traverse are attracting owners of competitive vehicles, including Fords, Toyotas and Hondas to Chevrolet showrooms," stated Alan Batey, vice president of Chevrolet sales and service.

"For these buyers, Equinox and Traverse offer the flexibility and fuel efficiency they have been looking for in a crossover, as well as the design, performance and value that define Chevrolet," Batey continued.

Brand officials noted that the Traverse was introduced in late 2008 and an all-new model rolled out in 2009. The vehicle is equipped with a 3.6L V-6 with direct injection and variable valve timing and six-speed automatic transmission. For front-wheel-drive models, Traverse can deliver an EPA-estimated 24 mpg highway — a performance level Chevrolet contends is more than any eight-passenger crossover.

The automaker recounted that Kelley Blue Book's Kbb.com named Traverse one of the Top 10 Best New Family Vehicles for 2009, while the Insurance Institute for Highway Safety named Traverse a 2009 Top Safety Pick. Also, Consumer's Digest named the model a Best Buy for 2009 and 2010.

Meanwhile, the 2010 Equinox was introduced as an all-new model in the summer of last year. Equipped with the standard 2.4L direct injected I-4 engine and six-speed automatic transmission, the front-wheel-drive Equinox can deliver a segment-best 32 mpg highway, according to EPA estimates.

Consumer's Digest named Equinox a 2010 Best Buy, and the Insurance Institute for Highway Safety named Equinox a 2010 Top Safety Pick. Since 2009, Chevrolet has announced three production increases for the Equinox to meet consumer demand.

"The growth of Traverse and Equinox sales also solidified General Motors' position as the leading automaker for crossover sales," company executives emphasized.

"Combined crossover sales for Chevrolet, Buick, Cadillac and GMC increased 81 percent calendar-year-to-date, and have increased more than 30 percent for nine consecutive months," they added.