Whether the Blazer can draw buyers from their Edge, Honda Pilot or Jeep Grand Cherokee (a goal of Chevy’s marketers) will likely depend on whether the advertising — starting around April 1 — can cut through the noise around the vehicle.
The Blazer has become the newest political football from GM with the company’s decision to import it from Mexico. Canadian union Unifor has called for a boycott of the Blazer and all Mexican-made vehicles, while the UAW is urging members and their families not to buy it.
One thing the UAW and Unifor have overlooked: The Blazer has more U.S./Canadian parts than other vehicles the unions produce in U.S. and Canadian plants today.
The Blazer is made with 54 percent U.S. and Canadian parts, according to window stickers on dealer lots. Just 22 percent of its content is from Mexico — in line with the Michigan-made Chevy Traverse crossover and less than the Chevy Trax made in South Korea and Equinox made in Canada.
Another thing to note is GM decided to build the Blazer at its Ramos Arizpe plant after ending production of the Cadillac SRX there and assembling its replacement, the XT5, in Spring Hill, Tenn.
Pricing of the Blazer also could be a hindrance. While the vehicle starts at $29,995, including shipping, the top trims can top $50,000 with optional packages.