Commentary: The Chevrolet Malibu's Final Act
The last two quarters did see a drop in sales compared year-to-date. But, there is plenty of evidence that the Malibu continues to do steady business.
I do not believe in singing with the chorus.
The chorus of fellow automotive media people have been singing on high the demise of the Chevrolet Malibu, which is now set for this November. The chorus has been loud on not only broadcasting the announcement by General Motors to turn its Fairfax, Kansas assembly facility starting in 2025 over to a new generation battery-electric vehicle.
The tone has been of confusion and disappointment. Almost like a Wagner chorus throughout the cycle of Der Ring des Nibelungen. There are some reasons why…
Sedan sales are up. The Malibu’s sales went up in 2023 by 12 percent. The last two quarters did see a drop in sales compared year-to-date. I have not dug deep enough to get a breakdown of sales between fleet and retail, but there is plenty of evidence that the Malibu continues to do steady business at dealerships.
If you think about it, the Malibu offers plenty at the $25,100 starting price point. They still produce four trim levels and three special packages for a variety of consumers. When you wind down production, manufacturers usually trim or consolidate features for a quick run-out production run. There’s no evidence of that happening here at this point.
GM has trimmed their driveline offerings to a single turbocharged four-cylinder engine and an automatic transmission with front-wheel drive. It’s fine. It does the job. That’s what most consumers want – solid transportation. In this case, it’s a mid-size family sedan.
In the past, I pointed out that only a few manufacturers continue to offer sedans. Sales-wise, they continue to attract a solid stream of retail and fleet customers. Three of the Malibu’s rivals will undergo either a mid-cycle refresh or arrive as a new generation model.
Yet, all six remaining producers of mid-sized family sedans have had their sales swallowed by comparably priced and sized SUVs and crossovers. They have found these vehicles useful for their practicality, passenger space and access. Some of which offer electrified propulsion options – up to a full battery-electric version.
Certainly, I can focus on the differences between sedans and SUVs. In this instance, what has been said before remains the same. Only to acknowledge the fact that there are still consumers who would prefer a sedan over an SUV.
Because sedans continue to sell at solid rates, the chorus of the automotive media continue to call out GM for making a mistake in ending Malibu production by this November.
Is it a mistake? Should we just let the Chevrolet Malibu ride off into the sunset?
That’s a good question. On a simplistic level, GM wants to steer us into the future with as many vehicles powered by their battery-electric Ultium platform and drive system. They want to drag its North American consumers kicking and screaming all the way to their nearest charging station because it is for the environment.
I’m not 100% convinced. I could bring up my long-time arguments about EVs. I won’t. In short, there will be a huge number of people who do not know how to own their EVs not have the resources to ensure that their EVs are fully charged where they live towards normal everyday use.
And, yet, Hyundai introduced an EV sedan. Volkswagen has one waiting in the wings. Both of these mainstream brands are not only demonstrating that sedans remain relevant in this marketplace. They’re offering them without the internal combustion engine.
If sedans are relevant today – and, potentially, in the future – why stop production on something that could prove valuable to the bottom line?
It is a question I hope General Motors could answer. Perhaps before they sell their last Chevrolet Malibu. Rather, to quiet the chorus about this car.
Photos by Randy Stern