General Motors will be targeting a number of buyers with its new mid-size pickup trucks, but according to Chevrolet Colorado marketing manager Tony Johnson the Hispanic market will be a key demographic for the Colorado and its GMC Canyon sibling. “They’re a big piece of the midsize pickup segment and a growing part of the auto industry and this is [a] good opportunity to get out in front of them,” Johnson told WardsAuto.
The company is also targeting varied vehicle segments with the new Colorado and Canyon, expecting to steal buyers from crossover SUVs and full-size trucks. “There are customers that can easily afford a fullsize pickup, both the price and operating cost, but it’s the wrong truck for them…They’re compromising and having trouble parking, or it doesn’t fit in their garage, or they live in a city and (are) trying to parallel park and can’t,” Johnson said to WA.
Of course, the Colorado and Canyon’s main targets will be the similarly-sized but aging Nissan Frontier and Toyota Tacoma, a market the latter truck controlled 65.1 percent of in 2013 according to WA. But GM isn’t daunted by the Tacoma’s stronghold in the segment, with Johnson noting that “[i]t’s not often we get a launch like this where the segment is so dated that we can come in and leapfrog the competition.”
The two GM mid-size pickups go on sale in the fall. Two engines will initially be offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.