Following the South American debut of the 2023 Chevy Silverado 1500 in Chile and the model’s recent official launch in Ecuador, Chevrolet‘s iconic full-size pickup will soon arrive in Colombia.
General Motors launched an advertising campaign to announce the imminent arrival of the 2023 Chevy Silverado 1500 in Colombia, anticipating the reintroduction of company’s best-selling and most strategic truck in the South American country after an absence of more than a decade. As such, the 2023 Silverado will expand the Bow Tie brand’s range of pickups in Colombia and position itself above the midsize Chevy Colorado.
In particular, the marketing campaign prior to the 2023 Chevy Silverado’s introduction in the Colombian market includes a series of teaser images on a dedicated page within the official Chevrolet Colombia website. In fact, these are the same teaser images used for the Silverado’s return to Ecuador exclusively in LT Trail Boss trim – referred to over there as the Trail Boss Z71.
In addition, the brand’s communication includes sentences to generate anticipation for the 2023 Chevy Silverado in Colombia such as “Prepare for its return” and “A new definition of power” – exactly the same as those used in the Ecuadorian market. The reintroduction of the Silverado in both markets is evidently part of GM South America’s regional strategy, which seeks to expand the model’s presence throughout the continent.
In this sense, Colombia becomes the seventh country in the region where the company has confirmed the fifth-generation Chevy Silverado’s introduction, along with Chile, Paraguay, Uruguay, Ecuador, Peru and Brazil – the largest automotive market in the region where the Silverado will arrive later this year imported exclusively from the United States. The rest of the countries already mentioned are supplied with units from Mexico.
The 2023 Chevy Silverado 1500 is expected to arrive in Colombia in the coming weeks, when the automaker has prepared a special launch event and the start of sales of iconic full-size pickup in the country’s dealer network. Like the other South American countries where it is already sold, the Silverado will reach the Colombian market in a Crew Cab body only, and with units manufactured at GM Silao plant in Mexico.