Despite strong sales since its launch last year, the Chevrolet Colorado is still being outsold by its primary rival — the Toyota Tacoma.
And it’s not that the Tacoma is selling a few units more a month than the Colorado. Instead, for every one unit of the Colorado sold in July, 2.4 units of the Tacoma were purchased.
The result is that the Colorado was responsible for 7,209 deliveries in July. The Tacoma, meanwhile, was responsible for 17,033 sales.
Chevrolet Colorado vs. Toyota Tacoma Sales - July 2015
MODEL | JUL 15 / JUL 14 | JULY 15 | JULY 14 |
---|---|---|---|
COLORADO | * | 7,209 | 0 |
TACOMA | +28.56% | 17,033 | 13,249 |
TOTAL | +82.97% | 24,242 | 13,249 |
But pure sales numbers only tell part of the story. For instance, consider that the Colorado…
- Is sold less to fleets than the Tacoma as part of GM’s strategy to decrease sales to rental fleets, which are less profitable than retail sales
- Is still the fastest-selling pickup truck in the industry, with a “days to turn” of 16 days in July. The really healthy metric indicates strong demand now, as well as the fact that there is a significant amount of pent-up demand for the Colorado
- Is still constrained by its supply from its plant in Wentzville, Missouri, as dealers are selling every unit they have, and selling them quickly (as evidenced above)
When we include the 2,654 July sales of the GMC Canyon, GM’s sales performance in the midsize pickup truck space improves, but not by much. Taken as a whole, the Colorado and Canyon sold 9,863 units in July to the Tacoma’s more formidable 17,033 units.
Chevrolet Colorado vs. Toyota Tacoma vs. GMC Canyon Sales - July 2015
MODEL | JUL 15 / JUL 14 | JULY 15 | JULY 14 |
---|---|---|---|
COLORADO | * | 7,209 | 0 |
CANYON | * | 2,654 | 0 |
TACOMA | +28.56% | 17,033 | 13,249 |
TOTAL | +103.00% | 26,896 | 13,249 |
Even so, we should also point out that GM’s performance in the segment is actually impressive due to the fact that it was not even present or competing in the space until the third and fourth quarters of 2014. That means that within that time, GM was able to come in and start selling a respectable (though not the segment-highest) amount of trucks.
Interestingly, those sales were not at the expense of the (for all intents and purposes inferior) Toyota Tacoma, which saw year-over-year sales grow 28 percent in July. And with the all-new Tacoma launching shortly, plus the launch of the Colorado Diesel and Canyon Diesel, things are about to get really interesting in the midsize truck space in the U.S.
Comments
Chris, any info on incentives Toyota had to throw out there to move the Tacoma or how many of these were fleet sales? This seems to be a deeper issue than any one number or reason can provide.
I still don’t think we have to worry about Ford bringing a midsize back to the US, yet, because they think their ecoboost F-150 is Jesus Christ in truck form. However, I think if sales of the Colorado/Canyon rise closer to the Tacoma then, I think, you’ll see Ford reconsider the midsize truck market.
Tacoma drivers, unlike S10 drivers, are people who don’t like to lose $10k of value as soon as they drive their new truck off the lot. The same people don’t want to come back for the first recall in two weeks, and when they turn the key in 10 years, 200k miles later, they still want it to start. Also, the Taco has true off road cred and, get this, a manual transmission with 4×4 option.
So I don’t think one can even compare S10 and Taco shoppers, there are too many very fundamental differences.
Well it’s not like Toyota never have problems/recalls with their vehicles like the sudden acceleration and airbag recalls as well as rusted frames… But go ahead speak on it.
I for one was one of those individuals who bought a Canyon. I was not at all disappointed. It is a great truck! GM really thought about this vehicle (Canyon/Colorado). It has a big boy feel while being smaller and fitting my more suburban needs like hauling mulch, lumber, my son’s stuff to and from college, and yard waste up to the landfill. It was better than I expected and if I had to make the choice again, I would. I prefer the interior better that the Tacoma. It is a personal preference. I have been in Tacoma’s before and I really don’t care for the way the ride…again, a personal preference. The Canyon has a surprisingly tight turning radius as well in comparison to other trucks and vehicles.
Why are my thumb up and thumb down not staying ?
I wanted to really like the Canyon or Colorado. I was ready for a little downsize from my 2004 Silverado. But I found that it was not downsize in any aspect other than the interior room. Very narrow and small. The rear of the crew cab had absolutely no versitility with regard to storage.. it was like “planned for me” and I don’t need that.. I want wide open. I really wanted a double cab and for months I waited and waited in S. FL and there were none. Color choices were silver red and black. The interior was nicer than any other makes but still low end. AND the deal breaker was access to the cab and bed were much much more difficult than my old Silverado and 1.5″ less accessible off the ground than my 2015 Silverado LTZ with 20″ tires. The 2015 is really too big of a truck… But I had GM points and needed a truck. I will keep it as my last Silverado. If GM cannot come up with something that is just a downsized Silverado I will be looking at other brands as someone is going to realize not just 20 and 30 somethings want a mid size truck…NOT A TOY for hauling toys. GEEZ…. So needless to say.. I am not saving GM points but rather building up cash so I can change. My first car was a 55 Chevy convertable and I really hope I can stick with GM… It is up to GM to understand there is an aging population that needs:
mid-size PU EZ to get in and out and use the bed; a mid-size SUV with good cargo capacity and not so much geared for 8 people.. Older people don’t haul a ton of kids to soccer games… I am very disappointed in GM not paying attention to older people and women anymore. Old people don’t just want to buy camrys…
Frances
I guess I’m confused.
I’m not sure if applicable on all models, but on the LT, there is storage under the rear seat and the seat folds down–lot of versatility for me!
I don’t know how you can have issues getting into the bed. All the Colorado Canyons have the cut in indentation of each side of the bumper making bed access relatively easy.
Disagree that the only purpose of a truck should be to haul. There are folks like me were that is incidental. Sure I’ve hauled blocks, mulch…, but the primary purpose was for ease of transporting kayaks and bikes–yes a lifestyle vehicle. I see nothing wrong with GM opening up a market where they had miniscule presence. No one needs a Silverado or Sierra to haul a bike or kayaks.
Just my 2 cents and I’m old like you–65.
I purchased a 2015 Colorado LT Crew Cab short bed. Generally I’m happy with it but there are & where some items that need improvement.
Here is a $44K list truck that has a key ring that has the quality of tin foil. It is so flimsy it looks like I’ve driven 300K rather than less than 1K. There are all kinds of scratches in the plate and trust me, it has not been by abuse. Agreed it is a truck, but this wreaks of cheap! The lack of blind side alert is inexcusable. I do not understand the reluctance of GM to make this more readily available. It is not available even as an option. All you get is the split, cheap looking mirror. 3.6 V-6 is underpowered in this application big time. Too little torque and acceleration is lazy at best.
The most irritating part was the order process. I ordered my vehicle very early September(first one at one of the largest Chevy dealers in the Pgh area) and the vehicle was not delivered until early January. No communication was forthcoming from GM to indicate why the delay. Only speculation on my part and many others in the same boat–quality issues. The dealer could not even get any answers why the delay. GMs IT area left a lot to be desired. For awhile they had an on-line site where you could supposedly track the status of the order. The downside it was ineffective and was inaccurate. One day it indicated vehicle delivered to dealer–it wasn’t. It had been delivered to an off site storage/holding yard–and no it had nothing to do with shipping delays. I don’t know how many times the truck went between Wentzville and the storage yard. Sour grapes, don’t think so. Ask the dealer who gave me a fixed trade in price for my Jeep Overland 4wd and then lost the sale of the vehicle because the interested buyer wanted the vehicle for most of the winter and opted to buy something else and not wait indefinitely without any concrete news when my truck would be delivered and the Jeep turned in! Consideration of the customer was totally lacking and I don’t know how many stories I heard of people cancelling orders. Of course GM could care the less since they can sell everyone they produce. Helluva way to build long-term customer loyalty!
On positive side, truck rides well, is extremely attractive and has the Gear-on system from the factory that makes transporting kayaks a breeze.
When demand exceeds capacity, there are always these kinds of issues and no easy answers. Dealers generally know how much allocation they get and how big their order bank is so roughly how long it will take. They can prioritize their orders too. I have seen dealers build stock units in scarce times — they know that they can retail them for more money than some of their sold orders — sad but true.
Elroy,
This delay had nothing to do with supply and demand. There was inordinate number of vehicles in the same situation. They had been produced, had VIN numbers and were sitting or getting transported to a storage yard and back to the plant. Some of the vehicles were in limbo for many weeks. Speculation is there were quality issues with a part and they just stored the “defective trucks” rather than stopping production until parts situation caught up. There was numerous folks who ordered vehicles much later got their vehicles sooner. The most scalding aspect is GM would not own up and say what the issue was. Communication with customer and dealer non-existent. Helluva way to build loyalty.
Is GM’s goal to make a profit on this truck or is it to beat Tacoma sales? I think GM would love to do both but as long as the vehicle is profitable for them, that’s all that counts.
If GMs perspective is so narrow-minded that all they think of is the immediate bang for the buck and totally forget the long term consequences of their action, they will be visiting bankruptcy again!
The real story in the sales comparison is GM’s inability to meet demand. There have been virtually none on dealers lots here in Canada since the trucks were introduced. I ordered my Z71 4dr short crew first of June and expect it late Oct .
This should be no longer than a 12 week wait and it will be close to 20 . Look at Toyota’s capacity to build versus GM’s and you will understand why the Tacoma out sells GM.
Ya know it comes down to people and the whole Toyota reliability thing. Keep in mind they’ve been selling the same identical truck for 10 years. That’s a lot of time for problems and bugs to get worked out. The GM twins have been on sale for not even a year yet. My dad almost bought a 15 Canyon SLT, fully loaded 40k. But he said it was way too much for a midsize. Maybe If they added more features like cooled seats, full power seats (not half power half manual so when you get out your pant leg catches on the recline bar) push button start, moonroof, safety tech ect. And maybe it would be worth the look, because the prices keep creeping into full size land. They got a solid idea down, as time passes buy I bet they will sell more. Im still shocked they sell so many Tacomas considering there beyond outdated.
Any chance people buy the Toyota because of the name brand that has built up a strong reputation for quality , lower maintenance cost and higher resale value …..the most popular mid size(Camry) compact (Corolla) , mid size Tacoma in North America ? Sorry GM but reputations / customer satisfaction are not born overnite , it takes years to earn it . The big question , to me , is GM prepared to earn it ??
America People have really turned into being “Sell Outs” Americans are so quick to turn their backs on American automakers to run & buy ugly ass Garbage can toyotas i get sick to my stomach every time I see an American driving an ugly ass toyota the American people have been brainwashed into believing the Lies & Deception that toyotas don’t break or have problems when they are man made and have problems just like any other man made automaker they speak as if toyota are bulletproof you wanna know why American automakers sales are declining its because of “Sell Outs” who buy GARBAGE like toyotas i will Never Ever buy a toyota i don’t care what any brainwashed American believes or says i Strongly Believe that toyota pays companies not to expose their recalls and keep the problems with their TRASH a secret toyota is the ENEMY
I didn’t care if Toyota had 100 recalls- I drove the Colorado and a Tacoma (2015’s, both double cab short bed 4×4’s) I have never owned a pickup truck (I’ve had jeeps, a blazer, IH scout, lots of cars- no toyotas) What I wanted in a pickup truck:
1) I wanted it to feel like a truck. Tough and
basic, durable materials inside and out.
2) I wanted it to look like a truck (tough, tall)
3) I wanted to be able to pull 2 dirtbikes or my
jet ski
4) I wanted some off-road capability. Mostly I
wanted some aftermarket backup so I could
lift, add bumpers, tires, softopper etc.
My conclusion: The Colorado is one hell of a nice car-like SUV/truck. Way too much tech that I don’t care about. I’d rather have a selectable locking diff and manual transmission. No doubt it’s nice, but the motor felt weak and it didn’t feel “tough”
For me, the 10 year old truck was just way cooler than the new kid. I get it, but it just comes off awkward.
toyota is TRASH
GARBAGE is toyota
toyota is JUNK
STUPID is toyota
Owned a GMC Sierra Denali Quadsteer for 9 years. Good truck but only bought it because it could park easily and maneuver well. The full size quad doors pick ups are just too big and bulky. I bought a 2015 Tacoma now because it had the best turning radius and was smaller than the GM and I like the traditional quality feel of the Tacoma as it asks you to leave the road for off road fun. Jumping off the pavement into dirt once in a while is priceless and the GM’s front end is just too low. The negatives for the Tacoma is that it is only offered in 4×4. With that you cant go over 100kmph and for safety reasons I would prefer an AWD and it is not a great highway truck for wind noise and could have stiffer steering at highway speeds. Other than that the Tacoma is a better buy, its easier to see out of, steer, better resale, off road prowess which is priceless to me, wrecked my Denali bumper twice and never will I buy a GM again just for that reason alone (low ass GM bumpers…I hate them). The GM midsize is too big, too low and the throttle lag is an issue as well but the Canyon has an AWD option which is really good. If they raise the bumper and offer a V8 I might reconsider but I would still rather have smaller. Maybe Ridgeline will offer AWD in a smaller truck with good HP and solid throttle response with good ground clearance. There is also the option to add quadrasteer to the Denali Canyon to help with its size.