Chevrolet copies Subaru tactics to promote 2015 Colorado

Article by Anita Panait, on December 2, 2013

Chevrolet is emulating the visual strategy that Subaru has been implementing for years now -- telling the public that its products are lifestyle vehicle for adventurous families. In fact, promotional images for the 2015 Chevrolet Colorado show it being loaded with camping gear or festooned with mountain bikes and other outdoor equipment.

Subaru has been using this active style image to boost its sales and market share in the country. And in the land of the free, other carmakers are following suit. "It hasn't gone amiss on us that they have been very successful," Chevrolet global chief Alan Batey remarked last month. While Batey and other General Motors executives primarily target the Toyota Tacoma for the Colorado, the position of their mid-sized pickup entry places it beside Subaru.

According to Chevrolet, the sporty rear- or all-wheel-drive Colorado is targeted toward buyers with "a zeal for adventure." It comes with a number of outdoor-related accessories like load bars that can be adjusted quickly to swap out a bike rack for a canoe carrier. Subaru is also facing a challenge from Volkswagen, which is launching an awd version of the redesigned Jetta SportWagen in the US in late 2014.

According to sources, VW is mulling an off-road variant to rival Subaru's awd Outback wagon, featuring higher ground clearance and body cladding. According to Tom Libby, a Polk analyst, it is only logical for Chevrolet to position the Colorado as a versatile, awd vehicle for active buyers, since those are the attributes that sparked the popularity of the compact crossover segment.

He said that that such positioning allows the Colorado be more appealing to a broader market of buyers, than if it just highlights its pickup characteristics. He, however, remarked that it would be tough for Chevrolet to conquer Subaru buyers, as "Subaru has developed such brand loyalty over the years because of its reputation for reliable all-wheel-drive vehicles."

The new Chevrolet Colorado simply cannot hide its distinct North American design as complemented by its sporty character and confident stance. For instance, the new Colorado features taller bedsides that are typical of North American designs. These bedsides stylishly complement the cab’s raked belt line to create a proportion that doesn’t just boost the Colorado’s sporty character but also better secures cargo in the bed.

2015 Colorado could be availed these configurations: an extended cab model with a six-foot bed; a crew cab with a five-foot bed; and a crew cab with a six-foot bed. Interestingly, the six-foot bed could haul eight-foot cargo when the tailgate is down.

Ken Parkinson, executive director of Chevrolet Design, remarked that the design of the new Colorado brings the younger generation into the midsize truck segment while progressively spinning on the carmaker’s true-truck styling. He described the Colorado as the younger and more eager brother of the Silverado.

As specified, the new Colorado could be availed in WT, LT or Z71 trims, in either two-wheel drive or four-wheel drive. The Z71 trim is basically made for the off-road, evident on its gunmetal grille surround, projector headlamps and distinct 17-inch aluminum wheels.

Just like in the previous model, the body sides of new Colorado come with triple-sealed doors inlaid to further enhance aerodynamics and make the cabin a lot quieter.

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