GM Considers Mothballing Chevrolet Colorado Name
- 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.