US: Chevy believes Colorado pickup could revive the mid size segment image

General Motors has entered a wager – the automaker believes it can convince the US buyers to direct their attention towards the new 2015 Chevrolet Colorado instead of the larger offering from the full-size segment.

For example, it used the clever promotion of the Chevrolet Colorado Z71 4WD during the beloved Super Bowl – first making people believe their TV sets were broken and then engaging them in the game played by the delightful focus group of children that took a swing at guessing kind of dog a Colorado driver would have. But there’s still the underlying question – are buyers expecting the type of vehicle such as Chevy’s new midsize pickup? History suggests otherwise – the smaller pickups, which offer a bit less towing and hauling capacity, were abandoned after decades of popularity (especially among younger owners). Demand slumped to the point that both Ford and Chrysler stopped building a model and even GM abandoned the segment for a while. Now the category is dominated by offerings such as the Honda Ridgeline, Nissan Frontier and Toyota Tacoma.

The Colorado and its GMC brethren, the Canyon show GM’s initiative to return to the once successful market. Both have an aggressive, sporty design that makes them a great choice for casual pickup fans or for those looking into ways of being more efficient and don’t want an increasingly massive full-size truck. Colorado has prices that start a slow as $20,130 for a rear-drive extended-cab model with a four-cylinder that can still churn out 200 hp – though it also comes with a six-speed manual. When it comes to spotting the differences form the bulkier Chevy Silverado the strengths and weaknesses come forward fast. It has an attractive styling and is way easier to park. Interior materials disappoint though and show where the corners were cut. But when it comes to other midsize offerings, the duo leads the pack in terms of power, fuel economy, features and towing capacity.