To the Editor:
As a 30-year Chevy dealer in rural truck country, I am excited to see a new Colorado mid-sized pickup on the way ("3 reasons Chevy expects a revival in small pickups" Nov. 25). The truck's look and style are obvious winners. But will it be the right size and the right price for its target market?
The S10 was a popular compact truck for us in the late '80s and early '90s. But when marketers began attractively packaging and pricing the full-sized Silverado regular-cab pickup with a V-6, the Silverado lured beginning pickup buyers and some S10 owners. That trend continued until the Colorado was introduced in 2004. Because the Silverado's packaging and pricing have remained attractive, we have yet to experience a lot of success or volume with the Colorado.
General Motors has produced some awesome new products since its reorganization. Most recently, the Buick Encore is gaining market traction with its claim that "the next big thing in luxury is small." Looking at both ends of our market, I think millennials are ready for an economical and nimble truck while aging baby boomers are excited about the prospect of downsizing. But back to the question about the size: When the 2015 Colorado arrives, will it be small enough? I hope so.
I also hope we have learned something in the past couple of months in pricing and marketing our all-new Silverado.
The next several months will tell us where the Colorado has to be priced, and I pray the folks in charge of doing that math get it right.