As it prepares to roll out the new mid-sized trucks, the Chevrolet Colorado and GMC Canyon, at the Los Angeles Auto Show next month, General Motors is also pursuing what it describes as a three-truck strategy.
GM North America President Mark Reuss said the introduction of Colorado and Canyon early next year will give GM something none of its competitors possess: an entry in each of the three main segments inside the U.S. pick up truck market. GM will have a mid-sized truck, a full-sized or standard-sized pick up and a new heavy-duty pick up on the market by next spring, Reuss recently said.
None of GM’s competitors in the light truck segment, Ford, Ram, Toyota or Nissan, have the same broad coverage. Ford and Ram, GM’s principal competitors, have both standard and heavy-duty pickups trucks but no mid-sized pickup. Toyota and Nissan, on the other hand, have standard-sized pickup trucks and mid-sized trucks, but no heavy-duty trucks, which are widely used in ranching, farming and construction.
The three-truck strategy will give GM a chance to challenge all comers and attack markets where it has the potential to gain share such as among gardeners in Southern California and South Florida where the Toyota Tacoma has always been a popular choice, Reuss said.
Jack Hollis, Toyota vice president, says Toyota is aiming to protect its turf in Southern California especially where its dealer network is exceptionally strong.
Ram also expects to continue to grow in both the standard and heavy-duty segments, according to Reid Bigland, head of the Ram brand and the Chrysler Group. The introduction of the diesel-powered version of the standard Ram, which was just named the “Truck of Texas,” will help Ram pick up share, he said.
Meanwhile, executives at Ford Truck, GM’s principal rival for the U.S. truck, are watching the moves at Chevrolet and GMC. Doug Scott, director of marketing for Ford’s F-150, said Ford has studied the mid-sized truck market extensively and doesn’t see the need for a mid-sized truck in the U.S., which is why it decided not to replace the Ford Ranger. Ford’s decision was influenced, in part, by GM’s efforts to sell the original Colorado that ended in failure during the recession.
Via The Detroit Bureau
) - Monday, October 21st, 2013 - filed under Chevrolet
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