The battle is on between General Motors and Toyota in California, as both carmakers enter a national war over the smaller pickup truck segment. California has long been a hotbed and the largest market for mid-size pickups, a segment where Toyota is thriving very well as consumers in the state are more eco-conscious and are just look for trucks that are equality stylish and practical for their lifestyle.
In fact, Toyota has even outsold the Detroit 3 in the segment across the United States. Rick Alpern, who operates the Keyes Chevrolet auto dealership in Los Angeles, has been having a tougher time persuading Tacoma owners to switch to a Chevrolet Silverado. He said that most of the time, the reply was that a full-size pickup truck is too big for them and what they do.
GM, however, is now making a comeback in the mid-sized pickup segment with a redesigned version of the Chevrolet Colorado, after stopping production for the US in 2012. GM is betting that the redesigned Colorado can appeal to Toyota buyers.
Alpern told Bloomberg that the styling of the Colorado is “unique enough” and that it will “raise some eyebrows and create some attention” that would allow them to bring prospective buyers back to the Chevrolet showrooms. GM unveiled the redesigned Colorado at the Los Angeles Auto Show on Nov. 20, 2013.
The Colorado is part of GM’s effort to offer a wider variety of pickups to the US consumer than any other carmaker. The carmaker will also offer a GMC version called the Canyon.
Ford Motor Co. and Chrysler Group are only selling full-size and heavy-duty pickup trucks. On the other hand, Toyota doesn't sell heavy-duty pickups but offers full-size and compact trucks. Maria Rohrer, marketing director of Chevrolet trucks, said in September that they have a three-truck strategy comprised of a myriad of mid-size, full-size and heavy-duty trucks.