GM to challenge dominance of Toyota in mid-size pickup segment

Article by Anita Panait, on November 21, 2013

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.

If you liked the article, share on:

Topics: gm, toyota, pickup truck

Comments

Recommended

The Chevrolet Corvette will be turning 65 years old in 2018, and as part of the celebrations, the brand is introducing a special edition C7 – the Chevrolet Corvette Carbon...
by - November 19, 2017
Tesla revealed that with its new Semi, truck drivers can expect better experience especially with heightened safety and the lower cost of transporting cargo. Indeed, the cabin of the new...
by - November 19, 2017
November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 2017
All is set for Volkswagen’s plans to enter the electric vehicle game, as prompted by the so-called Dieselgate scandal. In fact, the German carmaker has already made a commitment to...
by - November 17, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries