GM Considers Mothballing Chevrolet Colorado Name


  • 2012 Chevrolet Colorado Picture

    2012 Chevrolet Colorado Picture

    GM is considering changing the name of the Chevrolet Colorado when it rolls out its new midsize pickup trucks. | April 17, 2013

Just the Facts:
  • General Motors may shelve the Chevrolet Colorado name when it rolls out its all-new midsize pickups.
  • The Colorado name was only used for one generation on the truck and "doesn't have a lot of equity," a Chevrolet spokesman said.
  • Production of the new Chevrolet Colorado and GMC Canyon replacements will start in 2014.

DETROIT — General Motors may shelve the Chevrolet Colorado name when it rolls out its all-new midsize pickups, the automaker confirmed for Edmunds on Wednesday.

The Colorado name was only used for one generation on the truck and "doesn't have a lot of equity," a Chevrolet spokesman said. Before the Colorado name debuted, the truck was called the Chevrolet S10.

"We're looking at possibly changing the name of the Colorado, but we haven't made a decision yet," said Tom Wilkinson, a GM spokesman, in a phone conversation. "This is a multi-path process. You get suggestions internally, reach out to advertising and marketing agencies. You come up with hundreds of potential names that have to go through the legal process."

He said he hadn't seen the list of proposed names for the midsize trucks.

Production of the new Chevrolet Colorado and GMC Canyon replacements will start in 2014. Wilkinson did not disclose when and if the new trucks will be shown later this year.

GM is developing a U.S. version of the new global Chevrolet Colorado, which is sold in Thailand and Australia. The new midsize trucks are aimed at the Toyota Tacoma. They are expected to have radically different styling and powertrains than the full-size Chevrolet Silverado and GMC Sierra, as well as an emphasis on fuel economy.

"We think there is an opportunity for a really great midsize pickup," Wilkinson said. "There's a lot of interest in fuel efficiency. The question is the right way to do that."

The 2012 Chevrolet Colorado 2WD with a 2.9-liter four-cylinder engine and four-speed automatic transmission returns 18 mpg in city driving and 25 mpg on the highway, according to the EPA.

Edmunds says: GM wants to start with a clean sheet of paper when it comes to its new midsize trucks — and a name change is a good way to telegraph that message.

Comments

  • stovt001_ stovt001_ Posts:

    Its too bad that truck sank the Colorado name. It is a great name for a truck and I'm all for real names rather than alpha-numerics.

  • markstip markstip Posts:

    Cheyenne Sounds good to me, then bring back a Blazer too.

  • bogus. keep the names or go home. they are strong names that could have brands built on top of them. it's GM's fault for not building quality trucks in the first place that weakened the names.

  • rdm7300 rdm7300 Posts:

    Chevy Luv

  • mzachman_ mzachman_ Posts:

    I am all for S-10, Sonoma and Blazer. They can keep Jimmy on the shelf.

  • joe_scuba joe_scuba Posts:

    It was a bad choice as the truck was not well accepted and not as reliable as the S10.

Leave a Comment
ADVERTISEMENT

Featured Video

ADVERTISEMENT

Marketplace

up2drive

Get Pre-Approved for a Loan


Car.com

Credit Problems?
We can help you get Financing!

ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
Have a question? We're here to help!
Chat*
Chat online with us
Email
Email us at help@edmunds.com
*Available daily 8AM-5PM Pacific
Phone*
Call us at 855-782-4711
SMS*
Text us at ED411