Because of course people like to off-road.
Launched only last year, the Chevrolet Colorado ZR2 hardcore off-road mid-size pickup truck has already proven to be a sales success for the automaker. According to Inside Alpha and GM Authority, the Colorado ZR2 made up 10 percent of all Colorado sales in 2017. However, GM's midsize pickup trucks experienced a US sales decline by 1 percent at the same time. Its segment market share also fell by 1 percent. But thanks to the ZR2, GM may have actually increased its profitability in this segment compared to 2016.
Now, 10 percent of all Colorado sales may seemingly not sound like all that much. How can that make an impact? Quite simple. The Colorado ZR2 has a base price of almost $42,000 and can climb as high as $52,000. That's close to double the price for a Colorado base trim. Adding to the ZR2's success, it didn't even go on sale until May last year. That means it went from 0 percent to 10 percent of all Colorado sales in just seven months. Obviously this is very good news for GM because it now knows it can increase its profits in a segment that's not gaining market share simply by selling a more expensive version of the Colorado. This formula is not new but it's certainly working out in the case of the Colorado.
The all-new Ford Ranger had its debut last month at Detroit and it'll definitely be cause for concern on GM's part. We also recently spent a week at the wheel of a 2018 Colorado ZR2 (full test drive review coming next week!) and were mighty impressed with the overall package. It's nice to see plenty of other US buyers are too.