Chevrolet has been on a roll lately with products as diverse as the Corvette and Impala. But its also lobbed a few duds, including the midsize Malibu sedan it launched three years ago. Demand has lagged well behind expectations despite an “emergency refresh” made barely a year after its introduction.
But the maker looks to be on a much better track with the 2016 Chevrolet Malibu making its debut at the New York International Auto Show this week. More stylish, better equipped and more fuel-efficient – with the hybrid version coming later this year that will exceed 45 mpg, said Chevy execs at the New York Auto Show earlier today – the new sedan will nonetheless face a challenging task in a segment crowded with 17 other competitors.
“It’s been difficult to win in this segment,” acknowledged Steve Majoros, Chevy’s passenger car marketing director, during a preview of the 2016 Malibu. But the maker really has no choice in one of the largest segments of the U.S. market which means, “We have to get people to fundamentally think differently about this brand.”