Chevrolet Colorado Sales Up 16 Percent, Still Second In Class In Q1 201948
Chevrolet Colorado sales increased in the United States and decreased slightly in Mexico during the first quarter of 2019.
Chevrolet Colorado Sales - Q1 2019 - United StatesIn the United States, Chevrolet Colorado deliveries totaled 33,494 units in Q1 2019, an increase of about 16 percent compared to 28,859 units sold in Q1 2018.
|MODEL||Q1 2019 / Q1 2018||Q1 2019||Q1 2018|
Chevrolet Colorado Sales - Q1 2019 - MexicoIn Mexico, Chevrolet Colorado deliveries totaled 406 units in Q1 2019, a decrease of about 0 percent compared to 407 units sold in Q1 2018.
|MODEL||Q1 2019 / Q1 2018||Q1 2019||Q1 2018|
Competitive Sales Comparison
Chevrolet Colorado sales during the first quarter of 2019 increased more than any other vehicle in its segment, including the class-leading Toyota Tacoma. The Colorado’s corporate cousin, the GMC Canyon, saw sales fall 4 percent. Nissan Frontier sales suffered the biggest blow, falling 11.4 percent, while the new Ford Ranger saw sales total 9,421 units.
The results enabled the Tacoma to remain America’s best-selling midsize pickup truck during the quarter. The Colorado continued in its position as the second best-selling offering in its segment, outselling the Nissan Frontier as well as the GMC Canyon (see GMC Canyon sales) and Ford Ranger (see Ford Ranger sales).
The Tacoma outsold the Colorado by almost 25,000 units. In fact, the Tacoma’s 58,183 deliveries were higher than combined Colorado and Canyon sales of 40,448 units.
Sales Numbers - Midsize Mainstream Pickup Trucks - Q1 2019 - USA
|MODEL||Q1 19 / Q1 18||Q1 19||Q1 18||Q1 19 SHARE||Q1 18 SHARE|
On a market share basis, the Tacoma accounted for 45 percent market share, the Colorado came in with 26 percent, Frontier had 16 percent, Ranger had 7 percent and Canyon had 5 percent.
The mid-size mainstream pickup truck segment grew 13.44 percent in Q1 2019.
We are including Honda Ridgeline sales for informational purposes, as the model straddles the midsize and full-size pickup truck segments.
Sales Numbers - Honda Ridgeline - Q1 2019 - USA
|MODEL||Q1 19 / Q1 18||Q1 19||Q1 18|
The GM Authority Take
The fact that Chevrolet Colorado sales surpassed 33k deliveries and posted the highest growth rate in its segment during Q1 2019 is great news, but it’s still rather irksome that Toyota manages to outsell the Colorado and Canyon on a combined basis, and by a very healthy margin (roughly by 1.5 times).
We believe that this is due to Toyota’s rock-solid reputation in the midsize truck space while providing a desirable product. In addition, Toyota has been incentivizing the Tacoma more sparingly than Chevrolet has been with the Colorado, while also having stronger sales to commercial/fleet customers, a circumstance that took place when GM withdrew from the midsize pickup truck space around 2012. In other words, there is value to not abandoning segments.
About The Numbers
- All percent change figures compared to Chevrolet Colorado Q1 2018 sales, except as noted
- There were 76 selling days in Q1 2019 and 76 selling days in Q1 2018
About ChevroletÂ Colorado
The Chevrolet Colorado is a mid-size pickup truck. It is currently Chevrolet's smallest pickup truck in the U.S. and Canada, slotting under the full-sizeÂ Chevrolet Silverado. In Mexico, the Colorado slots above the compact Chevrolet Montana and the similarly-sized S10, but below the Silverado/Cheyenne (the name for some of Silverado's trim levels inÂ Mexico).
The current Colorado was introduced in 2015 and represents the second generation of the Colorado nameplate. The model rides on theÂ GMT-31XX platformÂ shared with theÂ GMC Canyon, as well as the international-marketÂ Chevrolet Colorado/S10 andÂ Chevrolet Trailblazer.
The 2018Â Chevy ColoradoÂ represents the fourthÂ model year of the second-generation Colorado. The vehicleÂ remains highly competitive in its segment, offering two gasoline engines and aÂ diesel motor, which is a segment exclusive. The off-road-specificÂ Colorado ZR2Â was launched for the 2017 model year.Â However,Â the Colorado family continues to lack various features asked by many present and potential customers, such asÂ a moonroof, a sliding rear window, as well as a range-topping LTZ or High Country trim level.
The 2019 Chevy Colorado represents the fifth model year of the second-generation Colorado. The vehicle sees a newÂ Colorado ZR2 BisonÂ package, new exterior colors, a new 18-inch wheel, black bowties for everyÂ ZR2 model. Additionally, the 2019 Colorado gets new set of infotainment systems that represent the third generation of Chevrolet infotainment systems, Type A and Type C USB ports, aÂ second in-cabin microphone, a high-defÂ Rear VisionÂ Camera,Â UltraSonic Rear Park Assist, a heated steering wheel, andÂ 6-way power driver seat on some models.Â The street-focused Colorado RST and Z71 Trail Runner off-roader are also added to the lineup. The manual transmission is deleted from the powertrain lineup.
A midcycle refresh is expected for the 2020 model year.Â It is believedÂ that the update will bringÂ revised front and rear styling, as well as possibleÂ updates to the interior, and powertrain.
For the U.S. and Canada, the ChevroletÂ Colorado is built at theÂ GM Wentzville factoryÂ inÂ Missouri operated byÂ GM USA.Â The model sold in Asia-PacificÂ isÂ built atÂ theÂ GM Thailand plantÂ in Rayong, which is operated byÂ GM Thailand. TheÂ GM Sao Jose Dos Campos plantÂ operated by GM Brazil builds the Chevy S10 for South America.
Related News & Info
- GM news
- Chevrolet ColoradoÂ information
- 2016 Chevrolet Colorado
- 2017 Chevrolet Colorado
- 2018 Chevrolet Colorado
- 2019 Chevrolet Colorado
- 2020 Chevrolet Colorado
- Next Chevrolet Colorado
- RunningÂ GM salesÂ results
- RunningÂ Chevrolet salesÂ results
- RunningÂ ChevroletÂ ColoradoÂ salesÂ results
- RunningÂ Chevrolet salesÂ results
- Sweepstakes Of The Month: Win a 2023 Corvette Z06 Convertible. Details here.
Unfortunately Chevy and GMC are no longer the dominant go to truck makers. It will get worse when Ranger arrives.
Chevrolet seems happy to compete and benchmark against the Koreans at a higher price point and this harms truck sales.
So far the Ranger is a total failure. 9000 sold in the first 3 months of the year, over 40% of those sales to fleet buyers. Universally panned by reviewers for its high price and cheap interior, terrible real world fuel economy. The only high point seems to be the every-so-slightly higher ground clearance on the FX4. It’s a shame the Ranger almost certainly uses the same garbage IWE front hubs that have plagued the F-150’s terrible 4WD system for several years. Plastic gears transferring power to the wheels. Fail.
On the contrary the GM midsize trucks have grown in sales every year from nothing in 2015 to the higher sales every year.
They are priced and benchmarked against the Tacoma with more options, more power more engine choices and much better seating positions.
The Ranger could have been an issue but they are here and nothing special. They offer only one body style, they offer only one engine. Their interior is more cramped and the rear seat will not even fold flat. Their pricing is higher and they only offer some small options over GM that are not worth the cost.
With prices now you can easily get a loaded ZR2 for much less than a FX4.
I was in a FX4 that still was not loaded and it was $45k on the sticker, it did not have things my truck had for less like cooled/vented seats, heated wheel spray in liner or even steps.
The Ranger will make it just based on a loyal base from the past but they had an advantage of coming out last and they failed to price or option the truck for the segment.
As for the Koreans. No one has benchmarked them as they don’t offer a truck. They are bringing one and it will be competitive on price as that is where they are gaining sales in a market were everything is too expensive.
Personally, I think it’s ridiculous to say that the Honda Ridgeline “straddles the midsize and full-size pickup truck segments” since with its unibody construction it has lower carrying & towing capabilities than mainstream mid-size trucks and obviously less than full-size trucks. In my opinion the Honda Ridgeline is in a niche market segment of its own, straddling the markets between mid-size trucks and cross-over SUVs. The sweet-spot for that market is someone who would buy a cross-over SUV but wants occasional ability to carry bulky objects from the furniture store, hardware store, or plant nursery, or possibly who wants to carry their dogs back there (safety issues aside). Kind of a Frankensteinish thing in my mind…
“Furniture store, hardware store, plant nursery, dogs…” that’s more trucking than a lot of people do with their 3/4 ton diesels. Ridgeline will do what 99% of mid size truck buyers need it to do, with far more space, and better handling. Too bad it looks too much like a car or van, no monster grille, no commercial of it going through a mud bog; the average American male isn’t secure or mature enough to buy it.
The Colorado doesn’t feature a monster grille and it won’t serve to compensate for male insecurity or immaturity – that need would be better met by a lifted full-size truck. Please understand that you may have fallen victim to the Big-3 marketing machine, as evidenced by your reference to “3/4 ton diesels” – my point simply being that my Colorado has a 3/4 ton carrying capacity (and of course lots more towing) whereas the Ridgeline does not. A typical Chevrolet 2500 or Ford 250 can carry more than 3/4 tons. You’re entirely right that most people buy more truck than they need … thanks to the Big-3 marketeers. I’m not trying to badger you here – partially agreeing with your points, but looking at it from a different perspective.
I have questioned the “straddles the midsize and full-size pickup truck segments” in the past also Mike. With the Honda Ridgeline sales numbers as low as they are, the truck(?) from Kia could very well kill it!
It will more then likely be smaller as I don’t think they will be trying to be competitive with towing or hauling numbers as Honda seems to be doing. For Hyundai/Kia, it will be a win just to turn a profit but more importantly give them exposure in the, again, truck(?) market.
I do think the the 2.7L will be a big hit in the twins when it is finally available!
The ridgeline isn’t a full size and isn’t a midsize truck. It’s somewhere in between So technically it straddles segments just like they say.
Whether your personal definition aligns with that or not doesn’t ultimately matter… I’m just glad they are providing the numbers for it so we can get complete overview of the segment and related segments (like the ridgeline). But hey, I see you people will find any reason to complain.
We’ll have to agree to disagree – I just don’t see the Ridgeline as in-between midsize and full size trucks – I see it as in-between midsize trucks and cross-over SUVs, in a niche market all of its own.
I’m sure your comment is based on TONS of research, analysis and experience.
I have spent decades in the retail auto business and have run a Honda store for the last few years out west after being transferred from a Chevy store in the south (same auto group). Guess what people cross shop the ridgeline with the most in both areas? The Tacoma and the Tundra. Go figure.
Please post the documented research numbers you have compiled.
Why would anyone cross shop a Ridgeline with a Tundra? Two entirely different vehicles. Also, “retail “and “store” would not be the terms it would be using if I were running an “automotive dealership”.
That is a description that is very specific to selling and servicing “automotive” products. For instance, this morning, it wasn’t dealership (Home Depot) that I visited this morning for the (hardware) I needed to hang my new retractable hose reel!
I stand next to Scott (if I may), post your documented research!
I don’t need to post any documented research to prove my point any more than you need to post documented research to prove yours. But unlike most of the armchair QBs pretending to have an understanding of the industry on here (referring to you scott), I have almost four decades’ worth of retail experience selling cars and managing dealers to back up my claims. Can anyone else claim similar experience on here? Doesn’t look like it, from what I’ve seen in these comments.
What I’m doing is shedding some light on what vehicles ridgeline buyers cross shop. It is the taco and tundra as I mentioned before. At the store I ran, we researched reasons to buy the Honda over the Toyota duo and had that material ready as a list when customers mentioned the other two models. Our sales staff was to memorize these things and understand it. It sometimes helped in sealing the deal.
Customers don’t live in rigid segments created by the likes of Scott. They start with their needs and go from there. For the majority of ridgeline buyers, they are simply looking for a pickup body style that seats 4 people. That’s four doors and a bed. They could not care less about it’s size, if it is truck-based or car based, what engine it has or if it can conquer an off toad trail or tow the earth. They won’t soup it up with mud tires or exhaust or any of that stuff. They just want a nice liveable pickup that they can use daily and on the weekends. They don’t care about being macho ego maniacs who want to prove to the world how big and bad they are.
That’s what ridgeline customers are after. And they will look at anything from ridgeline to taco to Colorado to a full size half ton as long as it’s in their price range. It’s a needs-based vehicle. That’s why the ridgeline straddles segments as the author here wrote. Mr. Cruz seems to have a better understanding of shopper habits than all of those here arguing about segmentation.
Fastyle – Honda and Toyota started to internally refer to dealerships as stores back in the late 90s in order to change the thinking of those working there (Toyota used the phrase “it’s not like any dealership” during the effort). People who work in auto retail call dealerships stores informally, almost like a nick name. If you would have spent a day working in auto retail, you wouldn’t have made the comment you made. It just goes to show the amount of armchair quarterbacks on here. Glad you’re just fan boys and aren’t in charge of multi-million dollar automotive franchises or even worse, in charge of an automaker or even a vehicle line… we would all be in major trouble if that were the case!
If you don’t post numbers then don’t critic others for not having documentation.
As to why people buy what they buy and where they come from it just depends on what the model is and where in the country you are.
The folks in California shop differently than those in WV, IA or MA.
I don’t need numbers to demonstrate that the ridgeline is very much part of the conversation when it comes to competitive sales data for pickup trucks sold in the USA. Go ahead and spend 5 years in a successful Honda franchise and you’ll come to the same conclusion.
I was critiquing your and others’ ridiculous notion that the ridgeline doesn’t belong in this comparison even as an afterthought. It more than belongs for the reasons stated in my earlier comment.
Fortunately, it looks like everyone has come to understand this and has relaxed a bit which is great.
“it looks like everyone has come to understand this and has relaxed a bit”, no, I was socializing at a brewery, I was on my phone, completely relaxed.
The Turdra’s sales are (very) weak.
As are the Ridgeline’s stated here.
I call for a mistrial due to lack of evidence. ?
Where was I? …ooh yea, i’m now in the garage, back at it!
I for one really appreciate Rob’s feedback based on his many years of dealership experience regarding what type of customers bought Ridgeline (ones that had been looking at Tacoma and Tundra “go figure”). Like he just wrote, people don’t live in rigid market segments. Somehow it makes sense to me that Ridgeline would attract people who might otherwise have bought Tacoma. My theory is that Toyota is selling a lot of trucks because of its market lead in the mid-size segment and many people want to buy a winner – just like they will vote for a politician if they see that he/she seems to be leading in the polls. Human nature – go figure. There may also be a lingering trust of Japanese quality over American going back to decades ago, and those buyers may figure Honda will be just as high quality as Toyota. I had my own terrible experience with American car quality years ago with a Ford, but I’m impressed by my Colorado so far and hopeful that it will run without maintenance problems for a long time and many miles.
I agree. The Ridgeline, especially the 2nd gen, does not slot in between a midsize and fullsize. It’s a midsize with styling that’s more crossover SUV than pickup truck.
Who’s complaining, I am merely agreeing with Mike. I’ve stated in the past that I don’t consider it a truck.
And for your complete overview of the segments, “HEY LOOK”, the Honda Ridgeline is “class leading” in it’s segment! (⊙０⊙)
Think twice before purchasing. I bought a brand new 2017 Colorado Z71 Diesel and it was so riddled with problems from electrical and sensors to the DPF system rendering it useless. I ended up losing my home and having it voluntarily repossessed because neither the dealership nor GM would honor their warranties or their product. I will never by Chevy/GM again
I’m sorry that you lost your home, but you mean to tell me you lost it because of your Colorado? If your truck really had all those issues, and the dealer wouldn’t help you under warranty, try a different dealer. Or just dump the truck and get something else.
Funny I have quite a few friends and family members with gas and diesel Colorados. One of the diesel Colorados has over 90k miles on it without a single issue.
Toyota sold 43.5% more midsize trucks than GM in Q1, not even close to the “nearly two to one” stated in the article.
The Ridgeline is a segment under the mid size. It is a lighter capacity open bed CUV based model that is for people who hate trucks.
There is nothing wrong with the Ridgeline and Honda really just worked with what they had.
Subaru has done this as well others with out a true truck platform. In the past it was a niche and today it is still a niche.
The mid size class will continue to grow and I expect others will join this unibody light class. Ford and GM already have versions overseas that could be replaced with models that may better appeal to American buyers.
The mid size trucks are an interesting demo. Some owners to GM came from Colorado’s and S10 models. Some from full size of all makes. Yet one segment has come from the SUV/CUV class.
Toyota has owned the segment and has been coasting relying on loyal owners Today they have a truck that feels as old as it is. The GM trucks are class leading and they themselves could use some refresh to retain the advantage. Ford dropped the ball as they just could not afford the expense to Tailor the Ranger for the American market as GM did with their trucks. Look at the Holden and you will see there are many differences between them. Even a different frame.
With ever restrictive MPG and Emissions the half ton is getting difficult to build. The promotion of the 3/4 ton is because they have lighter restrictions than the half ton. They also generate more income.
I have had my Canyon for two years and I love it. It gets 20 mpg around town with 308 hp in a V6 4×4 crew. My Sonoma only got 19 mpg with 2×4 in a extended cab with the 4.3 only at 193 hp.
Mid size trucks are not for everyone so they will not replace the full size. But there is a segment of buyers like myself that the smaller size fits out wants and needs. The same will apply to the light unibody class should it grow.
Either way GM did the right thing investing in these trucks while others just stood around watching. It is paying off and should only continue to grow.
Live to dream.. shoehorn a EcoTec3 L86 6.2L V8 into the Colorado for some serious fun with 420 horsepower on tap and 450 lbs-ft of toque.
Or live in the real world and understand few will pay over $50 k for a truck with a V8. The last. Colorado 5.3 was a flop due to price.
The 3.6 will run 14 sec in the 1/4. Not bad for 4500 pounds.
What omegatalon meant to say was that there should be a flexfuel V8 option. There would really be no reason for it to cost $50k. The parts are all there.
Then he could put his own 6.2L in it, without a shoehorn. Because it will already fit!
Here is the reality. Automakers are trying to cut cylinders. Odds are great the next gen GM mid six May not even have a V6.
The V8 would add cost as it would require work to put it in as the truck was never designed for a V8. Yes it would fit but it was never crash tested, EPA tested or Emissions tested.
It would also need the 10 speed that is not yet in the truck too.
The MPG would go down.
The cost of a loaded ZR2 now can go over $50 K now with the extra cost Diesel. More if it has the Bison option. The V8 would only be sold on a packaged truck as few would buy a gutted truck for over $40k and if they sold it cheaper there is little profit. Options are where profits are.
The reality is it would be over $50k and sales would be around where the last one was and that is why they did not offer it here. If it were successful we would have a V8 option right now,
I would love to have a V8 option but it is just pure web dreaming that some start to believe is reality.
The cost of the Bison is only for Skid plates and bumpers that cost millions to put into production hence the added cost. They did not touch the driveline and Wheels due to cost of the new EPA testing would drive the cost up even more.
“The V8 would add cost as it would require work to put it in as the truck was never designed for a V8”
When asked what about an SS version with the Corvette’s LT1 V-8? “It’ll fit,” says Reuss with a smile.
How would he know it would fit if they hadn’t considered it from the beginning, regardless if it were ever going to happen. They did know of coarse, the aftermarket would be all over this.
Then buy a Colorado, pull the engine and trans, and swap in an LT1 and 6L80/8L90.
I recently spent four weeks in Maui and by far the Tacoma 4×4 seem to be every where and most looked new. These were privately owned, not rentals. I have to say the Tacoma is a nice looking truck. Fit and finish is superb. The Colorado is awfully dull, no bling at all, all paint colors looks basic WT colors. I walked up to one in a parking lot and you might be lucky to fit a bag of ice in the truck bed.
You had better look around. The GM trucks are in more colors and offer many high end tri coat extra cost colors just as the full size has. Mine is a very non work truck Cajun Red.
As for the Taco the fit and finish other than the frames that rusted in half are not being called into question.
It is the fact the truck is very old, less refined ride and handling wise, the engine is under powered, the seating position is horrid, the rear seat is too small for adults, etc.
The six speed is a slow shifting pos.
As for bed size it Hold nearly as much as a full size short bed and more if you get a long bed.
George, the taco is a 10+ year old truck with a new body (what the non car enthusiast sees) as Scott is saying.
The ten years before they released the 3.5 V6 they sold the 4.0 slug to millions, low power, low mpg, a lazy motor that couldn’t get out of it’s own way.
It doesn’t matter what is behind the vehicle, at the end of the day Tacoma sells a hell of a lot more trucks than anyone in this segment. When Chevy tried to tell the world how bad the aluminum truck bed was, the Ford F150 still out sold the world.
If you read what I said, looking at it was impressive and nothing about if it is a good truck or not. Tacoma does ride on Toyota’s reputation. You read this forum, everyone complains about the Silverado interior yet it probably has the best chassis, ride and durability of all the trucks. It’s the looks that sets the sale.
George Tacoma leads because they stayed in the market. Chevy got back in and are working their way back, just because you sell more does not make you better. The reality they all have room for improvement but there is a limit to what people will pay here.
The Aluminum ford did not sell out. It sold well but you could always find one to buy.
The problem Ford is having is the Aluminum has gone up more in price and has raised the prices of the trucks but not the profits. Ford stock is hovering at $8 for several reasons one being the lower profitability of the full size trucks.
You may note if Aluminum was all they claimed then why is the Ranger made of steel?
I looked long and hard at brand new Tacomas before I bought my Colorado. I admit the Tacoma is a nice looking truck, but to my eyes the Colorado is nicer looking – call that a wash. I’m impressed with the fit and finish of my Colorado, and one reason I didn’t buy a Toyota is because I’m all too aware of how poorly its interiors look after years of use (maybe would need a Lexus truck to fix that problem). I do think there are expensive options packages and aftermarket parts for those who are specifically looking for bling over dull, although I was just looking for a nice-looking, plain-old truck – I don’t need no bling. For my configuration, I had a choice of white or white, and I chose white; luckily turns out I like white. Mine’s a crew cab / long bed – a looong wheelbase with a smooth ride – the whole thing is longer than many urban full-size trucks. What I didn’t like about the Tacoma was mostly the engine – it seemed underpowered and struggled when I test drove it several times – and the ride / steering, which seemed rough, bouncy, not at all precise. Hard to describe, but I MUCH preferred the Colorado’s handling and power.
Go look at the massive amount of complaints over the terrible fit and finish of the 2016-19 Tacoma. Some of the stuff I’ve seen makes you wonder what’s gone wrong at Toyota because they’re letting a lot of poor qc slip out the door. Plus the rear axle issues, engine issues, and transmission issues have gone unfixed since 2016. The rear diff is the worst one. Gear whine so loud even the stereo can’t drown it out. Ever since Toyota moved the Tacomas axle production from the US to SE Asia, this has been an issue.
Toyota stands behind their products much farther than Ford or Chevrolet
Do you mean ten feet or 20 feet?
Tacoma 3 yr/36,000 mi basic, 5 yr/60,000 mi powertrain
Colorado 3 yr/36,000 mi basic, 5 yr/60,000 mi powertrain
Ranger 3 yr/36,000 mi basic, 5 yr/60,000 mi powertrain
Taco is going worse and more unreliable, if you know its trash transmission. Many owners are unhappy for that. CR rates Taco poor review.
Toyota won’t even address the horrible quality issues with the rear axle and the constant transmission problems. There’s a reason it’s been the worst rated midsize truck in Consumer Report’s member survey for 3 years in a row now. Toyota denies that there’s an issue with the rear diff in these new imported axles. They even tried to blame it on a air noise that creates a resonance in the truck. The TSB fix does nothing to address the howling diff.
Instead of changing the trucks what needs to happen is the heads of the people who are buying the competition needs to have the heads examined!!!
They live in this magical world that think their choices are the right ones! Nothing can compete with the ZR2!
You mean the Bison, right Brian?
The Bison is a ZR2 just with better bumpers and more skid plates made of Boron.
The driveline, wheels and suspension were not touched as it would have required all new EPA testing.
The Bison bumpers and skid plates did require new crash test that were in the millions. That is why the added cost.
You are correct scott, in clarifying my point! “Nothing can compete with the Bison!”
Thats funny, we sold maybe like five colorados in march, but 2019 silverado sales kinda started taking off. This was a 200 car month too, not bad for a semi-rural area, so this increase is puzzling. Perhaps there were a bunch of fleet sales?
It makes no sense to me that a unibody pickup truck some how is straddled between full size and midsize. That defies logic. What class of related vehicles also use a Unibody construction? SUV’s. Cross shopping Tundra and Taco from a potential Ridgeline sale, comes from not wanting to buy domestic. Since they are selling about 7K of those vehicles, it appears that Honda is not winning many of those cross shoppers. If that fits your needs, buy it. If you need a more robust midsize pickup you have every other OEM to chose from.
The threat of the Ranger turned out to be much to do about nothing. Ford probably cant wait to field a North American designed Ranger.
The Taco enjoys a solid reputation (that it may not be currently building upon) and having never left the market. The Colorado is 1.5 times behind the Taco in sales. That is brand loyalty in action and it reinforces that name and reputation sells way more vehicles than any amount of advertising possible could.
GM may never take the lead in this market, but if they have a chance to, it all hinges on this next generation Colorado. They have done very well by fielding a competent option to the Taco. As for the ZR2 version, it isn’t just competent but dominate in its market. GM is aware of the Colorado’s short comings and the new one needs to address all of them. No excuses, just deliver what the market is asking for and set the bar higher.
I know several people who bought Tacoma recently (I bought a Colorado in 2018) – I can absolutely confirm that those people bought Tacoma based on brand loyalty / reputation rather than on test driving or features. I believe if not for this issue Colorado would lead Tacoma in mid-size truck sales. To get there, GM needs a long-term, strategic commitment to the mid-size truck market, including an emphasis on quality / reliability; if they follow through on this, over time they can lead this market. This brand-consciousness is a double-edged sword – for example I would never again buy a Ford product because of a disastrously negative experience I had years ago with a Ford sedan – I am simply done with them.