General Motors plans to increase buzz about its redesigned 2015 Chevrolet Colorado midsize pickup truck with special packages and a wide range of potential performance parts.
"A lot of the folks on my (truck) team were working on the Camaro special-edition models and that certainly applies to trucks," Sandor Piszar, Chevrolet's truck marketing director, told Edmunds.com. "We have an enthusiastic owner base, you have a lot of competitive activity going on, and special-edition models are a great way to keep what we call 'new news' going in the showroom."
Larger and more generously optioned than its predecessor, the new Chevy Colorado is geared toward consumers who want the power of a pickup without purchasing a full-sized truck.
Chevy plans to offer special-edition models, which will be similar to the Rally Edition packages for the Chevrolet Silverado, once or twice a year during the lifecycle of the Colorado.
The Silverado LT model is available in the Rally 2 Edition package, which adds "a body-colored grille with a black bowtie, 22-inch black alloy wheels, black tubular side steps and black mirror caps and door handle," according to the automaker.
"The Rally Edition packages will let customers add an aggressive new look to this great all-around performer," John Fitzpatrick, Silverado senior marketing manager, said in a statement.
Chevrolet is additionally toying with a variety of Colorado performance parts that may include intake and exhaust systems, brake kits and more, Edmunds reported.
No timeline for extra performance parts has been announced so far, but the Colorado and its "twin," the GMC Canyon, can be purchased with around 50 accessories specially designed for the midsize models.
Pickups enjoy the highest rate of demand for vehicle accessories compared with any other vehicle segment; on average, consumers spend around $800 on each truck they purchase, according to Edmunds.
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