General Motors announced that the Chevy S10 regained its commercial leadership and once again became the best-selling midsize pickup in Brazil during the month of August. The achievement comes three months after the automaker increased production of the model to meet high demand in the South American country, which is the only global manufacturing hub for the S10/Colorado on the international market.
The Chevy S10 sold a total of 4,798 units in Brazil last month, which helped the midsize pickup manufactured at the GM São José dos Campos plant to regain its position as the best-selling truck in its segment in that country. In addition to achieving the company’s strategic objective, the sales volume registered in August represents the highest figure that the model has registered so far in 2021 in the Brazilian market.
“We were surprised by the excellent consumer acceptance of the innovations recently incorporated into the entire S10 line,” said Product Marketing Director at GM South America, Rodrigo Fioco, in a statement. “The greater availability of the product amid the rise of agribusiness helps to explain the great demand for diesel versions, in addition to Chevrolet’s long tradition in pickup trucks,” he added.
Sales Numbers - Mainstream Medium Pickups - August 2021 - Brazil
| MODEL | AUG 21 / AUG 20 | AUGUST 21 | AUGUST 20 | AUGUST 21 SHARE | AUGUST 20 SHARE | YTD 21 / YTD 20 | YTD 21 | YTD 20 |
|---|---|---|---|---|---|---|---|---|
| CHEVROLET S10 | +132.57% | 4,798 | 2,063 | 33% | 24% | +64.50% | 21,722 | 13,205 |
| TOYOTA HILUX | +62.19% | 4,363 | 2,690 | 30% | 32% | +45.67% | 28,174 | 19,341 |
| FORD RANGER | +70.45% | 2,180 | 1,279 | 15% | 15% | +17.76% | 13,809 | 11,726 |
| NISSAN FRONTIER | +106.95% | 1,161 | 561 | 8% | 7% | +44.00% | 6,837 | 4,748 |
| MITSUBISHI L200 | +12.73% | 1,045 | 927 | 7% | 11% | +36.55% | 7,909 | 5,792 |
| VOLKSWAGEN AMAROK | -3.71% | 909 | 944 | 6% | 11% | -36.47% | 5,062 | 7,968 |
| TOTAL | +70.79% | 14,456 | 8,464 | +33.02% | 83,513 | 62,780 |
As such, the Chevy S10 outsold the Toyota Hilux for the first time this year in South America’s largest auto market. The Japanese model, made in Argentina like almost all the midsize pickups sold in South American countries, sold 4,363 units in August – 435 deliveries less than the S10. However, the Hilux remains the best-selling midsize pickup in Brazil so far throughout the year with 28,174 sales.
GM stated that the strong performance of the Chevy S10 in Brazil was driven by an outstanding sales increase of the diesel-powered versions, in high demanded in the agribusiness sector for their high torque delivery. In fact, the S10 with the Duramax turbodiesel 2.8L XLD I-4 engine set an all-time record in the model’s 26-year history, representing around 4,500 units last month.
Since model production resumed in April and unit volume increased in May, the Chevy S10 has shown strong sales growth in the Brazilian market. The company hopes to take advantage of the increased demand for pickups in the country to once again establish the S10 as the sales leader, exploiting the competitive advantage of being the most advanced model in its class and the only midsize pickup manufactured in Brazil.
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Comments
Wow, the updated model certainly looks like a potential Ford Maverick competitor. Very interesting indeed.
The new generation of the S10/Colorado will continue to be a chassis-mounted pickup that will compete with other similar models.
Maverick’s competitor will be the new generation of Montana, which will be positioned below the S10/Colorado.
Thanks for the update, Marcello
S10 is a nameplate that needs to come back here. As a Maverick competitor maybe?
This is exactly what I am looking for in a truck.. Nothing huge and expensive but enough capacity to haul parts and such. Too bad it’s not sold here. It would definitely be a Maverick competitor!
Lucky for you, it is! It’s literally the same truck as the Colorado and Canyon. Now go buy one!
As long as it doesn’t go electric.
Folks it is sold here. This is the Colorado with a low bed and a new front clip. It is built on the same platform and is the same size as the Colorado is here.
Note it is limited in options and engine choices vs our version of this truck.
Please note this not a small FWD CUV based model it is a full frame truck using much the same parts as out mid size truck we have now.
This was also shared with the Hoden division too as the Holden Colorado.
In South America they never changed the name and just called it the S10 there.
Even the story says S10/Colorado in it.
So if the S10 is perfect for the Maverick than why not the Colorado then too?
That is fine that it is on the same platform but the Colorado is “bigger” and doesn’t have the unitized bed/body that is on the S10. Given the differences it would be a formidable Maverick competitor given the truck drivetrain. It would fit urban users better in S10 trim.
John The Colorado is not bigger unless you buy a long bed. The S10 is not a unitized bed and body. They use a stearate cab and bed with an add on halo option as shown here. Generally it comes with a low side bed like they use overseas.
It comes with the same 4 cylinder Diesel the Colorado has and If I recall correctly it is the only option that would never work in the states.
You can’t judge a truck by its photo. I recommend going to the S10 web site and read up. I sounds like you really want a Colorado and just don’t know it.
I’ve actually test driven both the new Silverado and Colorado and they are both bigger in size and price than what I am looking for. That’s why I am jumping off the GM ship. I already have a “fullsize” ’68 C10 and that is big enough. I’m looking for a smaller truck that I can park in a normal parking lot and use to haul around the day to day home depot stuff and the usual auto parts run stuff and the occasional engine block. With a price that is less than my mortgage.
I know what you mean on price for the full size. But generally with incentives they come down fast. As for the mid size if you don’t need the extras you can get below $30K pretty easy outside of Chip times.
I was a little concerned my Canyon was going to be too big after having a S10 and Sonoma but I have found it the right size for me at least. If it were smaller I would have issues hauling or having people in back.
I just hauled rockers for the wires SUV and it just fit the bed with the gate down. If it were a smaller bed it would have stuck out a bit.
Same on my sons soap box derby car as it came to the end of the gate. Any smaller I would have been screwed.
Now I am used to it the size feels good. MPG is 21 MPG over 17K miles not just a select few. Most of it is secondary roads around town. Little highway.
I am wondering about the Ford interior. Many are saying that they cut corners in areas to save money. I will judge it when I see it. If it is like my T bird I will be disappointed. Lots of corners cut on that one.
Not sure why so many confuse the S10 for something it is not. I see many think it is a small truck and it really is a Colrado with few changes.
I am interested in the Maverick and wish GM would build one to compete with Ford. They could build it on the Equinox platform and use the GM 2.0 Turbo with the 9 speed transmission. I looked at the Maverick XLT and was disappointed in the interior. It really looked cheap. I know the Lariat would be a lot nicer. Maybe GM has got something in the works to compete with Ford on the Maverick and Bronco.
Thanks for the update C8.R. I ordered the new Maverick last month. Looks like it may be a while till the hybrid versions hit the streets. No problem, I can wait.
Richard, How long is the wait time on delivery for the Maverick? I may be right behind you on jumping the GM fence…
JohnnyV, it’s pretty hard to predict at this time. They are just getting production up and running, but the chip shortage is another issue. It seems to be especially problematic for the hybrid version and of course, that’s what I ordered.
I expect a rush at intro to buy these but the question will be after the initial buyers come how many will continue to buy.
The Ridgeline started off hot the first year but sales have settle to less than the Colorado. But being based on a CUV platform Honda can afford to do this.
I expect since the Maverick is based on the Escape and Bonco Sport they can create enough savings to keep a lower volume should it settle.
The real question is will this rob Ranger sales or Bronco Sport and Escape sales. None can afford to lose much.
All the MFGs are watching as this is far from a sure thing. This is not for better or worse a smaller Ranger.
The real issue is how many will be turned off over the smaller bed and back seat with even less room than a Ranger.
I hope it works as I would not buy one but I would like to see GM do one based on their CUV platform.
I being a general motors guy was so excited when they announced the Colorado and canyon coming back I wanted a small pickup that was easy to load easy to get in and out of but powerful enough to pull a little trailer do lawn mowing and stuff like that. Imagine my disappointment when they finally came out the load height on both trucks make them basically unusable or as usable as a full size which you might as well buy one of those they’re about the same price America is screaming for a inexpensive mini truck I can’t believe the manufacturers aren’t going to make one. As for me I bought a 1972 Datsun 521 pickup it gets about 30 miles of the gallon and does everything I needed to do the only thing it doesn’t have is a warranty and air conditioning. I can live without the warrenty but the no A/C is a problem for this fat old man.
Many forget that everyone but Toyota really got out of the small trucks because too few were buying them and if not shared with another platform they can be expensive to make.
The S10 shared much with the A body and G body as well the Astro. Once they were gone the low numbers were difficult to cover the cost.
Automakers want the CUV based models to work as they cut cost but the challenge is size durability and as many will find on the Maverick they will raise the price next year and it will be as much as a LT Colorado 4×4 with a V6. It is nearly there loaded up now.
It’s to bad the auto manufacturers can’t pull there collective heads out of there 4 point of contact and start selling offerings from other parts of the world in the US. Take Australia for example. Ute’s are a staple and would be hot over here. I suggested many times to Ford that selling the full 4 door version Ranger, in it’s mini-truck form, in the US. Now with the body change here it is. Missed opportunity. The S10 looks cool kind of like a Honda. Another missed opportunity.
After some research on the Montana, I found that it isn’t “official” yet and won’t be sold in the states if it goes to production. I’m guessing GM is just looking at profits these days. I should have kept my El Camino… so much for hoping for a viable update to the small truck market from GM. Surely I am not the only one who thinks this way.