Thailand is the world’s largest market for mid-size pickups, so it’s probably fitting that Chevrolet chose this week’s Bangkok International Motor Show to roll out their new Colorado pickup. At least we think this is what the truck will look like, since Chevy keeps referring to it as a “preview” or a “show truck”; since the new pickup will be on sale in Thailand by year end, that doesn’t give Chevy much time to change styling elements. There’s no doubt that the truck is a bold departure from current Colorado pickups, and seems to borrow styling elements from both the Equinox (front end) and the Avalanche (what Chevy calls the “Cab Collar” design). The color matched tonneau cover is a nice touch, presuming that it’s removable to actually haul cargo. Like you’re supposed to do with a pickup truck.
There’s no word yet on how much the production version will be changed to pacify the masses, or whether or not it will even make it to this side of the globe. Most automakers will argue that the compact and mid-size truck market in the US is dead, but I’m not sure I agree. Lack of sales, in my opinion, may be more attributable to the long product lifecycles in segment than to indifference about product. The Ford Ranger, for example, went from 1997 to 2010 without a significant change or re-design, which is about eight years longer than an automaker would dare push their luck with a sedan. Give the American buyer a truck with style, capability and modern amenities, and I suspect you’ll sell all you can build.