Chevrolet has teamed up with organic food retailer Erewhon to launch something you probably wouldn’t expect—a wellness drink. That’s right, Equinox EV Electric Juice is a limited-edition beverage designed to promote Chevy’s all-electric Equinox EV, and it will be available exclusively in Los Angeles for only one day.
Edit 9/24/24: The original title of this article was updated because Chevrolet sent us a note letting us know Electric Juice has, in fact, no kale. It was a joke but we’ve decided to be more specific in identifying the ingredients in Electric Juice.
If you’re a truck owner or someone who’s a little skeptical about the whole EV movement, this might sound like a strange way to sell a vehicle. Electric trucks and SUVs have been making headlines, but now, they’re teaming up with health drinks? It’s a bit out there, especially if you’re used to rolling around in a Silverado or Sierra and aren’t exactly frequenting high-end organic grocery stores.
Here’s what Chevy’s doing: they’re pushing hard to get the Equinox EV in front of a younger, greener audience in places like LA, where the electric vehicle market is growing fast. By teaming up with Erewhon, a retailer known for its die-hard wellness crowd, Chevrolet is making an effort to reach beyond traditional truck buyers and draw in people who might not think twice about EVs—especially if it’s paired with a fancy organic juice.
The drink itself is made from plant-based ingredients like chocho (a protein-packed plant) and blue spirulina, which supposedly mirrors the Equinox EV’s bright blue color. It’s a little gimmicky, but it’s an attention-grabber.
While the wellness drink might not be up your alley, Chevy is banking on the idea that LA’s huge EV market can help shift some attitudes toward electric SUVs and trucks, like the Equinox EV or even the Silverado EV down the road. They’re offering test drives of the Equinox EV at Erewhon’s Studio City location on September 27th, so you can judge for yourself if it’s all just marketing or if this EV is worth the buzz.
It’s clear Chevrolet is trying to shake things up and make EVs appeal to a broader audience, even if that means partnering with a health food store. Whether that strategy works for truck owners remains to be seen. But hey, if you’re in LA, it might be worth stopping by—at least for the free juice.
Zane Merva is the Executive Editor of GM-Trucks.com and the President of the New England Motor Press Association (NEMPA). A veteran automotive journalist with over 26 years of experience, Zane is a designated ‘Car Talk’ Expert and has been a contributor to The Boston Globe. He possesses a unique evaluative perspective, having road-tested more than 2,000 vehicles across every major manufacturer. While he is a recognized authority on General Motors truck platforms—including the Silverado, Sierra, and Colorado—his expertise is grounded in decades of deep competitive analysis that few in the industry can match. His commentary has been featured by major OEMs and media outlets, including Hyundai and PR Newswire