DETROIT - Chevrolet hopes that the Colorado Sport model, aimed at performance enthusiasts, will account for 20 percent of the new pickup's sales.
The Colorado Sport is essentially a tuner, or heavily customized, truck from the factory.
The S10, which the Colorado will replace, is popular with tuners, and the Sport should build on that by appealing to novice tuners.
"People who don't have the know-how might be more comfortable buying a truck that comes lowered from the factory," says Mitch McWherter, a sales representative for American Innovative Manufacturing Industries Inc. in Mesa, Ariz.
The company distributes aftermarket truck accessories, including lowering kits, air suspension, body accessories and engine components.
"Chevrolet dominates the tuner truck market," McWherter says. "Nissans and Toyotas are popular, but Chevrolets are on top with the half-tons and S10s."