Chevrolet set to debut new midsize pickup

Andross Moonah - CAP staff
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The pickup truck is a symbol of blue collar North America. Whether they're out in the country or ambling through a suburban construction site, pickups are a part of the landscape. In addition to their popularity here at home, pickup trucks also sell very well in other regions of the world.

Chevrolet understands this and that's why the American automaker has chosen the 32nd Bangkok International Motor Show to debut its new Chevrolet Colorado show truck. Chevy says that the show truck will preview the latest generation of its Colorado midsize pickup truck, which will build upon its award-winning heritage.

Why was Thailand chosen for the Colorado's debut? Well, as unexpected as it may seem, the pickup truck is very popular in Thailand. In fact, an incredible 43-percent of vehicles sold in Thailand last year were pickups. The Thai market is also growing more important to Chevrolet on the whole, and the debut of the Colorado show truck will help boost brand popularity within the area.

"Trucks play a key role in most Southeast Asian markets," said Susan Docherty, vice president, GMIO Sales, Marketing and Aftersales. "Nowhere is this more evident than in Thailand, where trucks like the Colorado are ingrained in the local lifestyle. Thailand was a natural place to give the public a first glimpse of our all-new Colorado."

The midsize pickup truck segment has recently been rattled by news that the very popular Ford Ranger will be discontinued sometime in 2011, and that new came after the blue-oval brand launched an all-new much-improved Ranger at last year's Bangkok show. While this is good news for Chevrolet, the American automaker still has to contend with competition from the likes of Dodge, Honda, Nissan, and Toyota. With Ford out of the way, a strong contender from Chevy could finally bring challenge to Toyota's Tacoma when it goes on sale later this year.

More information about the new truck will be made available once it debuts March 25th in Bangkok.
©(Copyright Canadian Auto Press)

Topics: Pickup, Chevrolet, 2012, Colorado, $10,000 - $19,999,

Geographic location: Colorado

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