Despite having achieved market dominance in some corners of the country, the Chevrolet Colorado/GMC Canyon pickup truck is still lagging behind the Toyota Tacoma in terms of sales since the latest-generation midsize GM truck went on-sale in November, 2014.
But Chevrolet Vice President Brian Sweeney is undeterred, because where supply may have been an issue before, GM is ramping up production. “We were low on supply of the new truck at startup for 2015, but now we’ve added a third shift at Wentzville [Missouri] and figure the truck will be sold out,” said the executive at the 2015 Chicago Auto Show.
Wards Auto reports that from last November, through January of this year, the Tacoma has enjoyed well over double the sales of the Chevy Colorado/GMC Canyon. The GM truck has sold just 17,000 units to the Toyota’s nearly 39,000.
Still, there’s little reason to doubt Mr. Sweeney’s ambitions. As he put it: “we’re turning the truck in 17 days or less and are finding a 41% conquest rate of buyers new to Chevrolet, while not seeing defection out of Chevrolet.” The Chevy Vice President declined to comment on the prospect of an aluminum-bodied future for the midsize trucks, but did reveal that the automaker remains hopeful regarding the future success of a diesel Colorado/Canyon, despite (comparatively) high diesel prices.