Reuss: New GM Midsize Trucks May Get New Names
Rebranding Considered to Differentiate New Models from Predecessors
Most members of the automotive press have operated on the assumption that the midsize pickup replacements for the Chevrolet Colorado and GMC Canyon would carry on their predecessors' names. But General Motors' North American president Mark Reuss said the new trucks' names were not a foregone conclusion, and that the midsize twins could be rebranded by the time they come to market, according to The Detroit News.
The amount of brand equity the Colorado and Canyon names carry is being considered as part of the decision process. "We're researching the names as we do with any new products to see where the legacy names are, do they mean something to people," Reuss said at an automotive industry breakfast meeting. The uncertainty with naming this close to the trucks' launch, which is expected to be fall 2013 for the Chevrolet and early calendar 2014 for the GMC, may seem unusual, but the name decision on the 2014 Jeep Cherokee was also reportedly made relatively late in the development process as well, for similar reasons.
This is not the first time we've heard reports of ambivalence on the naming of the new trucks, with Reuss suggesting the trucks could be renamed last April. An additional new detail on the truck revealed by Reuss at the meeting is that they would not share any powertrains with the new Silverado and Sierra, indicating that the expected V-6 option will likely be the high-feature DOHC 3.6-liter direct-injected V-6, not the 4.3-liter OHV EcoTec3 V-6 announced as the base engine for the Silverado and Sierra. A diesel option is also reportedly under serious consideration, most likely a version of the 2.8-liter Duramax four-cylinder offered in the global Colorado.
Reuss also reiterated that there would be a distinct difference in marketing and product positioning between the Chevrolet and GMC versions, with the Chevy aimed more toward "lifestyle" buyers, and the GMC targeting more work and business-oriented customers.
Source: The Detroit News