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  • Reuss: New GM Midsize Trucks May Get New Names

Reuss: New GM Midsize Trucks May Get New Names

Rebranding Considered to Differentiate New Models from Predecessors

Apr 16, 2013
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.
Photo 2/14   |   2014 Chevrolet Colorado Left Front Driving
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.
Photo 3/14   |   2014 Chevrolet Colorado Rears
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.
Photo 4/14   |   2014 Chevrolet Colorado Rear Three Quarters
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.
Photo 5/14   |   2014 Chevrolet Colorado Left Side Profile
Source: The Detroit News

2015 Chevrolet Colorado Specifications

Fair Market Price $20,040
MSRP $20,120
Editors' Overall Rating
Mileage 19 City / 26 Highway
Engine 2.5L I4
Horse Power 200 hp @ 6,300 rpm
Torque 191 ft lb of torque @ 4,400 rpm
See all Specifications


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Chevrolet Colorado

Fair Market Price
Editors' Overall Rating
Basic Specifications
MSRP: $20,120
Mileage: 19 / 26
Engine: 2.5L I4
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