US: GM fights Toyota and Nissan for mid-size truck supremacy image

The 2015 Chevrolet Colorado and GMC Canyon prices – recently revealed – show the US automakers’ resolve to compete for the top position against the Nissan Frontier and Toyota Tacoma.

The mid-sized truck segment is home to one of the most intense incentive wars, and the recent pricing of GM’s new models reveals the company aims to “play ball”, skipping the usual practice of keeping truck discounts low for hefty profits. Actually, GM Chief Executive Officer Mary Barra said recently the duo is an opportunity for the automaker to gain market share (which doesn’t also intrinsically mean higher earnings).

“Colorado is an all-new midsize pickup that offers truck customers great versatility and great value,” said Tony Johnson, Colorado marketing manager. “It will also have strong appeal for people who know they want a truck, but want one that is easier to maneuver in traffic and easier to park at work or at home.”

“The all-new Canyon provides a one-two punch that customers tell us they’ve been waiting for,” said Canyon Marketing Manager Kenn Bakowski. “Now they can get a premium vehicle in terms of styling, features and technology, with all the inherent capabilities and maneuverability of a mid-size pickup.”

The segment sees GM alone in the fight to compete against the Japanese offerings, as both Ford and Chrysler conceded it to rivals. Ford does have a global mid-size truck, but the model is not produced in the US and the company decided against importing it.