ATLANTA — Chevrolet wants the Traverse to be more than a functional entry in the growing and competitive large crossover segment.
The third-generation Traverse is a “marked departure” from the first version of the model, said Chevy CMO Steve Majoros. When it debuted for the 2009 model year, the Traverse's design resembled the Malibu sedan, with an emphasis on its sleek, smooth profile.
No more.
The 2024 Traverse, which began shipping last month from General Motors' Lansing Delta Township assembly plant in Michigan, now draws inspiration from the Chevy truck line. It's intended to be a more rugged alternative to even the second generation that debuted in 2018, with a Z71 off-road version available for the first time. At the same time, Chevy has simplified the nameplate with fewer trims, a new engine, and fewer combinations to build than in the past.
The updates are intended to give Chevy a new offering in the three-row crossover market, which Majoros says is growing faster than that of two-row vehicles.
“When we go from generation to generation, a lot of good things happen. Obviously, the product gets a lot better, and this is the case,” Majoros told Automotive News at an April news conference near Atlanta.
“We hope to be in a position where we can sell each and every one of these,” he said. “As we've gone from generation to generation, loyalty has increased, conquest has increased. So there are certain products that once you use them, people tend to stay with them, and Traverse is one of those products. It's really correct. size for what many people are looking for.”
The 2024 Traverse starts at $38,995 with shipping for the base LS trim, up from $35,915 for 2023. Chevy equipped the Traverse with more technology, including a 17.7-inch infotainment touchscreen that it says is more twice as big as the outgoing model. It also offers more standard safety and driver-assist features, including rear park assist, adaptive cruise control, and rear pedestrian alert, which now appear on all trims instead of just some.
GM's Super Cruise hands-free driver assistance technology is now offered on the Traverse.
“Here we're going to have a basic version. You'll still get a lot of advantages in that vehicle, but we're not going to overdo it,” Majoros said. “We've learned a lot about how to package things, what popular options are ordered together most often. Let's put them together.”
The Traverse also has a new 2.5-liter turbocharged four-cylinder engine, which GM estimates will produce 328 hp and 326 lb-ft of torque, mated to an eight-speed automatic transmission. All-wheel drive is available. A 3.6-liter V-6 and nine-speed transmission have been deleted.
Chevy is selling the Traverse in four varieties (LS, LT, Z71 and RS) after eliminating the Premier and High Country versions starting in 2023. Majoros told reporters that the brand could eventually add versions above the RS, which offers a sportier look and drive. at $55,595 with shipping.
“We're thinking about those things,” he said. “We haven't announced everything.”
Chevy sold 123,555 Traverses in the U.S. last year, marking the brand's best year since 2020 and its first year-over-year increase since 2019, according to Automotive News Research & Data Center. Traverse sales fell 45 percent in the first quarter to 17,475 as the brand prepared for the redesigned model to hit dealerships. It was the No. 3-selling large crossover last year, behind the Ford Explorer and Toyota Highlander.
Findlay Chevrolet in Las Vegas has about 40 Traverses on order or spoken for, general manager Doug Fleming said. The dealership has not yet received its first shipment, but Fleming said 35 are in transit.
In its early days, the Traverse acted as a minivan replacement without a sliding door, he said. It evolved to have a bolder, stronger look, she said, and the latest redesign builds on that.
“The new body style looks a lot more like a Tahoe and I think it will sell even more,” Fleming said. “It's looking less and less like a minivan. I think it's looking more and more like a full-size SUV, with all the comfort and convenience of a car.”
Chevy will promote the Traverse through targeted marketing efforts as supply increases, Majoros said.
“Traverse has been able to succeed with a little smart support,” he said. “It will find its way into more of our mass advertising, but especially in the beginning, where… we're building inventory, you have the ability to find people because of loyalty and because of the demand signals that it would send.”