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Power Profile: Chevrolet Equinox

Power Profile: Chevrolet Equinox

By Christian Wardlaw, May 06, 2016

Last redesigned for the 2010 model year, the Chevrolet Equinox is a 5-passenger compact crossover SUV. As it enters its seventh model year, Chevrolet freshens the Equinox with minor exterior and interior styling changes, new safety technologies, and a standard touch-screen infotainment system with a reversing camera.

Will these changes improve the Equinox’s overall appeal to owners? Chevrolet likely hopes so, as the Equinox ranked 7th among 12 models in the Compact SUV segment in the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study.SM

If you’ve ever wondered who buys this Compact SUV and what owners like the most about them, you'll find some answers in this Chevrolet Equinox Power Profile.

Who Buys the Chevrolet Equinox?
Compared with the segment average, more Equinox owners are female (49% vs. 52%, respectively), and they earn more than 10% less in terms of their median household income ($80,909 compared with $90,130).

Equinox ownership skews older in terms of age. J.D. Power data shows that 43% of Equinox owners identify themselves as “Hometown Retired” compared with 30% for the Compact SUV segment. Just 13% of buyers are members of Gen Y (those born from 1977-1994), compared with 18% for the segment.

A significant number of Equinox owners (61%) claim to mostly agree with the statement: “I prefer to buy a vehicle from a U.S. company.” Just 31% of Compact SUV owners feel the same way. Equinox buyers are also more likely to agree that their first consideration in choosing a vehicle is miles per gallon (78% compared with 73%).

What do Owners Most Like About the Equinox?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Chevrolet Equinox are (in descending order) exterior styling, interior design, seats, driving dynamics, and storage and space.

Additional Research:

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