General Motors of Canada chose to introduce the mid-size 2017 Chevy Colorado ZR2 pickup at the Calgary International Auto and Truck Show in Calgary for a reason: It's in the heart of Canada's truck country.
The unveilling in Calgary “makes sense,” said Donnelly Baxter, assistant brand manager for Chevrolet trucks in Canada. “Alberta is the hub of the truck market in Canada,” he says. “There’s no better place than Calgary to unveil a truck that targets the young, adventure-seeking buyer.”
Purpose-built for taking on the back country, ZR2 is the first off-road vehicle to make use of the Canadian-developed Multimatic DSSV damper system which first appeared in the 2014 Chevy Camaro Z/28.
“It will take you anywhere,” said Baxter, calling the pickup a “segment of one” with all the standard technology needed to traverse anything from high-speed desert running to full-on rock crawling.”
ZR2 launches at dealerships this spring at a starting price of MSRP $44,215. “It tops out $6,000 less than our nearest competitor (The Toyota Tacoma TRD Pro),” he said.
Reaching truck buyers
Show Manager and Executive Director of the Calgary Motor Dealers Association, Jim Gillespie, said he’s pleased that GM recognizes the show’s importance in reaching truck customers.
That’s not to say other manufacturers are ignoring the show. Lamborghini has flown in from Italy a brand new just-off-the-line Aventador just in time for the show. Concept and specialty vehicles are also on display, including the SEMA version of the Lexus LC 500, Acura’s Precision, the Buick Avista and Subaru’s VIZIV-7 concept SUV.
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