The Holden Colorado Z71 Xtreme is the brand’s play to the off-road crowd, and a new ad campaign for the pickup portrays it as match for anything the terrain throws at it.
Holden’s ad introduces two catchy taglines for the pickup: “Not to be outdone” and “Only goes on road to get off-road.” We like the ring to the second one.
The Colorado Z71 Xtreme debuted this past August as a normal Colorado pickup fitted to the gills with Holden accessories. The pickup features a best-in-class winch system, heavy-duty bash plate, an LED light bar and other accessories. Holden also said it’s upgraded the front suspension and 18-inch Goodyear all-terrain tires provide the power to take to the unbeaten path at any time.
To better differentiate the truck from its brethren, the Colorado Xtreme also earns “Xtreme” badging, which Americans may find akin to the S-10 Xtreme. The S-10 Xtreme was Chevy’s pitch to 1990s youth for a sporty compact pickup. The decals and badging look quite similar to the old Chevy nameplate.
The truck’s debut hasn’t been met with all smiles, however. Dealers are reportedly upset over the Colorado Xtreme’s final assembly, which will be at Holden dealer’s service centers. The truck will have its final bolt-on accessories fitted at dealers, and some believe the process will take 35 hours to complete. Dealers also believe the assembly will eat into profit margins for the truck, but Holden said the truck should take no more than 24 hours to assemble with the factory accessories.
For those looking for a little more on-road capability, Holden Special Vehicles will gladly sell its Colorado-based SportsCat pickup. While the Colorado Xtreme is all about going off-road, the SportsCat is meant to make the Colorado a more sporting kind of vehicle.