First new launch of 2014: The Chevrolet Colorado Muscle Edition – great car, lousy event

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We don’t have any official numbers but judging from the number of pick-ups on the roads these days, it would appear that 4x4s popularity is on the rise. And what’s not to like considering for (usually) less than RM100k, you get a lot of metal, a torquey diesel engine with a range that’ll put even some hybrids to shame, the ability to carry the weight of a cruise missile and a sitting position that’ll put you above most of everybody else. What’s also great it that with that added height, you’d be immune to tailgaters (who’d probably be keeping a safer distance since they can’t really see in front of you) and with the bulk, almost every other motorist will give way to you.

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The increase in demand has made this segment as hotly contested as any other sedan segment and today, we have no less than 9 different pick-ups. From being a purchase based primarily on practicality, the lines between workhorse and workhouse is blurrier these days, with 4x4s fitted with modern creature comforts such as Bluetooth, electric seats and Satnav. While manufacturers seek to soften potential buyers with these amenities, one should not forget that at the heart of a truck is the ability to haul ass heavy stuffs and it’s a race to see who has the greater torque instead of horsepower. And the biggest news that recently hit the Malaysian automotive world is the availability of a 500Nm truck, generated from a 2.8litre turbo diesel engine, muscling its closest continental competitor, the Ford Ranger out of the ring. Chevrolet is calling it the Colorado Muscle Edition and it can only be found in Midvalley Center court from 3 to 5 Jan. Being the center court, it’s open to public and I decided to drop by for a visit.

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The marquee design is relatively simple; a central pillar, 2 sales desks where all the catalogs are kept, couple of discussion tables, nifty huge display touchscreens that works similarly to touchscreen directories at some shopping malls and the vehicles arranged in a semi circle facing outwards from the central pillar. All the usual Chevy suspects are on display; the Sonic (both in hatchback and sedan form), the Orlando MPV, the Cruze and of course, the star of the show itself; the Colorado Muscle.

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Now, aside from it sounding like a kitchen and bathroom cleaner brand, the Muscle, like its predecessor looks good. With its angled headlight design and a crease down the center of the grille, the front has an aerodynamic design that’s pleasing to the eye. From the outside there isn’t much to different it from the older units.

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Its 2.8litre LTZ variable geometry turbo diesel 4×4 6 speed automatic with manual shift transmission produces 193HP @ 3,600rpm (up 13HP) and as mentioned, 500Nm @ 2,000rpm (up 30Nm). It takes 10 seconds to do a century sprint from stand-still. The manual 2.8litre and 2.5litre engine specification remains unchanged but will be paired with a 6 speed gearbox instead of 5 in the earlier model.

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Inside, the key differences are touchscreen GPS navigation headunit, a grey leather seat (instead of brown) and a couple of features to make the car more “up-to-date” such as Hill Descent Control (HDCS), Hill Start Assist (HSA) and Trailer Sway Control (TSC)

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If the Nissan Almera is IronMan’s car, this has to be his truck

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Electric seats in a pick-up …. too bad no memory function

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It’s certainly not bad and would give the Ford Ranger 3.2 Wildtrak a run for its money. Inside it’s spacious and though the rear seats backrest look rather straight, its quite comfortable. The only problem was its price. It’s asking north of RM110k and that’s quite a stretch for a typical pick-up budget. While the Muscle might win against the Ranger in an arm wrestle match and the segment leader in terms of torque, it also wins the award for being the most expensive pick up for a non-luxury marque (most expensive goes to the Land Rover Defender 110 Double Cab). And, to hard core pick-up drivers, having an automatic to entertain them can be a turn off, despite all that torque. The Muscle will still sell (relatively speaking) but it won’t enjoy smooth sailing off the showrooms.

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Your best friend when you see flood waters ahead

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But that’s not all. My biggest gripe with the whole Chevrolet marque is the fact that:-

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1) their sales people are inadequately trained. Spoke to 3 different sales people there, on 2 separate occasions and none of them know the full specifications of the Muscle. Everyone knows the 13HP difference and 500Nm. Asked about the manual version, don’t know. Some just shoot a number from thin air.

2) no Muscle brochure. Seriously? You spend tens of thousands of ringgit renting the center court for the weekend and YOU HAVE NO UPDATED BROCHURE?? Sales people there are trained to say “oh, this is a very hot car. Ran out of brochures on Day 1 itself”. Yeah, right. But don’t fret, they have a huge stack of the older Colorado brochure. I went to the back of the pillar and helped myself to one. The funny thing was, I asked all 3 SAs for brochure and not one of them offered a single one to me. Even if it is outdated, they could have just highlighted the key difference on the older brochure so that potential customers can see what’s new easier and have a chance to build rapport.

3) Instead, they keep asking customers who walk by to fill up a customer form that asks you for details such as name, IC, earning capacity and when is the likeliest time you will purchase your next car. Seriously, what incentive does that give people to share about their personal info?

4) Ok, let’s assume it was the year end, and the printers couldn’t get the new brochure out in time (which, IMHO still inexcusable for a major event like a preview screening to the public). You could have at least updated the blardy touchscreen monitor.

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One of the few touchscreens at the marquee. Go ahead, play with it.

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Why the 2013 spec when you have the 2014 unit on display? Why? Why?

Still the old technical specifications. And you’re displaying the new unit, for heaven’s sakes.

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So ulltimately, poorly trained sales personnel, no brochures, no updated info screen; Seriously, why bother visiting the booth then if there is no credible source of information? Might as well be reading it up online … and I really pity the sales people there. Buyers nowadays are much more knowledgable and thanks to sites like paultan, livelifedrive and yours truly, you can’t just bullshit your way through a sales. Do yourself a favor and read …… of right, management forgot to get the brochures out in time so can’t read. I wonder if they had training notes and handouts. Either way, why can’t SAs read the same sources of info like the rest of us?

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Sad.

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