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GM May Not Use Chevrolet Colorado Name For Upcoming New Truck

A report tells us that General Motors is contemplating the cessation of the Chevrolet Colorado name, with the main reason being that the name doesn’t hold a lot of equity.

“We’re looking at possibly changing the name of the Colorado, but we haven’t made a decision yet,” said Tom Wilkinson, a GM spokesman, in a phone conversation with Edmunds. “This is a multi-path process. You get suggestions internally, reach out to advertising and marketing agencies. You come up with hundreds of potential names that have to go through the legal process.”

There were no specific names given, but a new name on a new truck will certainly help consumers understand that the mid-size truck launching at the tail end of next year will share nothing in common with the otherwise mediocre Chevy Colorado and GMC Canyon that recently ended production.

The new midsize Chevy and GMC pickup trucks will slot below the now-huge Silverado and Sierra 1500 pickup trucks, with the promise of delivering superior fuel economy numbers over the larger trucks.

Former staff.

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Comments

  1. Avalanche there’s a name with a lot of equity and a trademark.

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  2. Colorado just never lived up to its potential.

    A new name is in store.

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  3. I assume that’s what the Anthem trademark application was for, but I believe it was turned down. S-10 Anyone?

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  4. I do understand changing a name sometimes gives a product a new start; but come on, we all know it isn’t everything.

    I personally love the Colorado name, it goes great with the Silverado moniker. Now GMC Canyon, I wouldn’t mind changing that.

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    1. GMC Granite has a nice ring to it. I’m thinking that’s what they’re saving the name for.

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  5. JP – then they could go back to “Like a rock” ad campaign!

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  6. There aren’t really any GM historic truck names to use, Apache, Spartan, Viking? The rest are basically alpha-numeric, i think.
    Colorado is good, goes well with Yukon, Tahoe, etc. Canyon is meh, maybe it could grab the ol’ Apache tag.

    Colorado SS and Apache Syclone sounds good to me

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    1. Chevy LUV! Go back to the beginning. I like Apache or Cheyenne. We have a tribe of Indians in CA called the Sobobo, that one works too. We should have a contest where GMA readers get to choose the name.

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  7. Name, shname. Who cares what the name is, it’s the truck that matters. Make it safe, make it functional, make it reliable, and make it affordable – that’s what matters.

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    1. Name carries a lot of weight. The reputation of a new model is based of the old. Starting fresh is better than carrying forward with a tarnished name.

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      1. These trucks were selling well pre chapter 11, at which point Ford surged ahead leaving G M sales in the dust.
        I think a nane change might be a good idea, love Granite.
        Malibu should be retired as well.

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  8. I second s-10

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  9. ughh i hate when gm keeps changing the names of cars

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  10. The first generation Civic was a rust bucket joke. So what did Honda do? They made a better car, and kept the name. Changing strong names like Colorado and Canyon is foolish, and costly. Make a better truck and they will come.

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  11. The Colorado name is fine if you ask me and most people that have one like the truck, so I don’t think it was a fail as some like to say.

    I get over 26 mpg highway @ 75 mph with the A/C on. The 3.7 could use more torque (I wanted the 5.3 but it was pushed back to ’09) but it is by no means slow. Though I’ve never been totally in love with the looks, it still looks better then the dumbed down looks of the last Ranger.

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  12. S-10 would be perfect. It has great equity, and would bring back memories for alot of people. I wish they would bring back like a rock too.

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    1. I like the S-10 name also, But I’m not sure if they can bring back Like A ROCK. My S-10 was built in Ohio with AMERICAN parts and labor. With GM having a global market with plants all around the world where will they be built?????? maybe we should callit LIKE AN EEGROLE OR LIKE AN AVACADO. IF THAT HAPPENS I will buy a Tacoma thats a name that is BUILT IN THE USA…. I am a chevy man but I will only buy US MADE!!!!!!!!!!! It would be NICE to support a American Company!!!!!!!

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      1. Are we still commenting on this subject,
        @ justa “I will buy a Tacoma thats a name that is BUILT IN THE USA…. I am a chevy man but I will only buy US MADE!!!!!!!!!!! It would be NICE to support a American Company!!!!!!!”? That’s an oxy-moron!

        “It would be NICE to support a American Company!!!!!!!” Then support one!

        The new Colorado for U.S. sales will be built at the Wentzville, Missouri, plant, use that search button!
        source:
        http://futurecars2014.com/2013/05/2014-chevy-colorado-release-and-price/

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        1. Built in the USA by American workers But I ‘m a steelworker and can’t figure out WHY GM buy’s their steel from China And ships it to their plant’s in the US when WE make higher quality steel right HERE. Stamped in US but MADE IN CHINA!!!!!!!!!! Toyota made be supporting some other country but I have been investgating and find that they use more American made parts in their trucks than GM???? American parts ,american workers, and union made.

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  13. Keep the existing names and spend the money saved on telling the world that they aren’t saddled with five cylinder engines anymore. Almost nobody wanted a five cylinder ??? especially when the full-sized trucks were available for a few bucks a month more

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  14. I don’t think this is JUST a name change. Sounds like they are really changing this mid-size truck and if it bears little resemblance to the Colorado or Canyon why would you put those names on it. It needs new names for sure. Would ford want to start making a new car and decide to call it Edsel. Same difference even if it was a compact hybrid… If you change the vehicle a lot then you close out the old one and have a new truck. They haven’t made Canyon or Colorado since 2012.. very easy to put these names to bed and hit the road with new trucks which is what they are and they need catchy names. I find the silverado is too big and I need a mid size truck closer to what my 2004 is…

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  15. This is a mixed bag, GM cannot continue to blow through product names like they grow on trees… Very bad idea, the key is to establish brand equity with its products and there names… The product is definately the key, with the name being established with that quality… But agree that if the name brings bad mojo then bag it… I dont exactly think the S-10 was the epidomy of excellence though either… GM definately needs to be smart here… I guess we will see what happens…

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  16. don’t care what the call it, JUST MAKE AN AWESOME MID SIZE/COMPACT TRUCK!

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    1. with a 200-230hp 350lb-ft diesel

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  17. Wy gm always slow to show the product wy they take so much time to bring a product in North America ?????

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  18. Some people would like a mid size truck with a nice name, I’m not a Dakota fan but I had one & was a nice size truck for my needs wasn’t too big nor too small…..

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  19. GMC Anvil

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  20. @Frances Mullane “They haven’t made Canyon or Colorado since 2012”? such a long time! as for the Edsel? that’s been 53 years… ooh wait, 53 years 3 months and 27 days! i’m looking at one as I type that is sitting in my driveway.

    I think this “what they call it” thing is of little importance compared to what they put on the showroom floor. Compared to names like Prius, Tiguan or Amarok, or Fiesta to name just a few, I think Colorado and Canyon are acceptable. when it comes to “if it bears little resemblance”, all cars and trucks for that matter change, and in the case of GM’s mid-size truck, it’s still a “TRUCK”!

    From that, @Alex, how about a thread on automotive names, good or bad?

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  21. since they’re smaller than the regular behemoths, maybe we could go back to C10/K10’s….

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  22. How about engine size reference, Silverado/Sierra 2.8D, 3.0 ect.

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  23. I am re-thinking… Keep the existing names and make the ads clear… it is a new truck.. 2 years in the making and all new engines, engineering, design and SIZE. If these trucks come out with some high end touches and are nice and not cheapo… they will sell big time. But they need to move this along.

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  24. LUV…Light Utility Vehicle

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  25. Maybe they could revive the Cheyenne name and do the same in the GMC line

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  26. If we look at pickup truck history, it reveals the name of the truck really doesn’t matter. Remember the 2004 F-150 Heritage? It was almost like driving a coffin on wheels but after the redesigned version came out that same year, it performed very well in the IIHS crash tests and became the best in class all while keeping the F-150 name.

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  27. They should bring back the S-10 name in place of the Colorado and that would set up for the bringing back of the S-10 Blazer to compete in the midsize truck and SUV market. But first of all they need to make a good truck.

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  28. I like my s-10, for a mid sized truck that got good mpg with the 4.3 V6 and could carry and haul what I needed to. I think you should build a mid-sized truck to be a TRUCK. Make it work like a truck not a car. Put the new 4.3 V6 with 6 speed trans. and give it the proper suspension to use it like a TRUCK……….. Also a turbo deisel would be nice with high MPG….

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  29. Well how about just making a truck that’s solid,dependabl and a True Work Horse yaaaa there you go Chevrolet (Clydsdale) lol. But seriously the Colorados were garbage just seeing or hearing the name makes me gringe since I have 2 in my fleet and have nothing but problems with both A True Budget Killer is what they are. Sorry GM but you got to Prove you can hang with Toyotas/Nissans

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  30. I think they should keep the name Colorado but canyon can change. all that really matters is that its works good is reliable and has some nice looks.

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  31. I would love to have this truck and I heard that they can go on some trails, finally gm will have a trail worthy vehicle since the hummer to go on a nice camping or hunting trip.

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  33. I now think they need to leave the names. They need time to build the new name and faster to rehab colorado. In any event they are dragging even on this. Keep the names, build the truck and move on.

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