U.S. sales of the Colorado, up 29 per cent, and its GMC sibling, the Canyon, up 21 per cent, account for a large portion of the segment’s gain.
Chevy says fewer than 8 per cent of Colorado buyers previously had a full-size Silverado, suggesting that its sales have been overwhelmingly incremental to the brand rather than cannibalizing a more expensive and undoubtedly more profitable product. More than 50 per cent of buyers are new to Chevrolet, said Alan Batey, General Motors’ president of North America.
Batey said the vehicles most commonly traded in for a Colorado are the Ford F-150 and Toyota Tacoma, but that many buyers previously drove cars and never owned a pickup before.
“They come from everywhere,” Batey said in an interview. “They don’t need a truck. They want a truck.”