Chevrolet channels the Dark Side with the Trax Midnight Edition

Chevrolet Trax Midnight Edition
In case you haven’t heard, a small indie film called Star Wars: The Force Awakens came out this month, and its massive success has led to an odd mix of Star Wars-branded products popping up all across the galaxy. You can now buy packs of oranges, water, mouthwash, coffee creamer, and even shower heads adorned with Darth Vader or BB-8 logos, and although Chevy’s latest crossover doesn’t feature any lightsabers or X-Wings, it’s clearly inspired by the iconic sci-fi saga.

Dubbed the Trax Midnight Edition, Chevrolet calls the car a blacked-out “styling statement.” Like Kylo Ren and Vader himself, the car is dressed in ebony from head to toe, including the exclusive wheels, bezels, belt-line molding, and door handles. That’s right, even crossovers can be seduced by the Dark Side.

“Introduced just a year ago, the Trax has quickly become an important vehicle for Chevrolet, bringing in new, younger, and more female buyers to the brand,” said Betsy Flegg, senior marketing manager of Chevy Crossovers. “The small SUV segment is the fastest growing in the industry and models such as the new Trax Midnight Edition provide customers an expressive option.”

The sinister aesthetic package will be available in late February 2016 for $500.

As a whole, Chevrolet had a very successful year in 2015, at least in terms of consumer interest. In their respective classes, the brand’s Malibu sedan and Silverado pickup were the most searched vehicles on Google this year. The 2016 Camaro and 2016 Colorado were fourth and eighth in their segments, respectively.

“Search plays a tremendous role in educating customers about our products,” said Paul Edwards, the firm’s vice president of marketing. “To see Chevrolet on top of trending car and truck model searches for 2015 further emphasizes that the product, design, and technologies that make up our vehicles are resonating with consumers.”

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