New Colorado info batch 2

[HuJass]

Launch Team Interview -- Janet Eckhoff, Marketing Director, Chevrolet Midsize Trucks

In the fourth installment of Colorado launch team interviews, we turn our attention to marketing and ordering. Colorado is launching at a time when no other competitive product is, making it a critical time to gain share in the midsize pickup segment.

 

We recently discussed these topics and more with Janet Eckhoff, Marketing Director for Chevrolet midsize trucks. In this interview, Eckhoff discusses Colorado's marketing objectives, how Colorado will succeed in the midsize pickup market and the ordering process. Take a look:

 

CL - What are the marketing objectives for the all-new 2004 Colorado?

 

JE -- "The overall Chevrolet strategy, as outlined by Brent Dewar (Chevrolet General Manager), is to achieve three million in annual sales. And Colorado is a key component in attaining that goal.

 

"We haven't had an update on our midsize pickup product since 1998 -- that's the last time S-10 realized any sort of change. But now we have an all-new product -- not a replacement product -- in the Colorado. It's bigger. It's better. It's more powerful. And our main goal with Colorado is to hit more of the midsize market with more model choices.

 

"Within that goal, we also want to be more competitive in the natural pickup markets like California, Texas and Florida -- the so-called "smile states.*" And the two-wheel-drive Crew Cab is exactly the right product for those markets.

 

"We also have the ZQ8 sport model, which is a great product for youth buyers and enthusiasts. It's an urban-type truck, which was the predecessor to the Asian "tuner" market, and we feel that it will have great appeal.

 

"Overall, once we hit full production, we expect to increase sales volume over S-10 by 50,000 units on an annualized basis. That's a significant number of vehicles that will help Chevrolet reach the three million unit sales mark."

 

*Ed. note: The term “smile states” refers to the belt of warm weather states stretching from Northern California, down through Texas and Florida and up the southern part of the eastern seaboard. In other words, draw a “smile” on a map of the United States, with the southernmost point being Texas, and you will see which states fall under this category.

 

CL -- The midsize pickup truck segment has been stable the last few years. How is Colorado going to draw new buyers into the segment?

 

JE -- "The segment is stable and the forecast is stable as well. But there is a lot of competitive activity on the horizon. In addition to the all-new Colorado in 2004, four other competitors will feature new products in 2005. Only the Ford Ranger will remain in its current form.

 

"Consequently, with all of this midsize segment activity, consumers will be exposed to a lot more advertising, both by Chevrolet and the competition. And advertising impacts this segment -- it drives traffic and interest.

 

"We (Chevrolet) have not advertised our midsize pickup in three years. But in 2004, we will hit consumers hard with Colorado advertising. And the fact that we will have ads out there -- print, radio, television, Web -- gives us reason to believe that there is potential for growth."

 

CL -- Is this the best possible time to launch the Colorado?

 

JE -- "No question, this is the very best time to launch. We have a 12-month opportunity and we need to make the most of it. Because we are the only new entry in 2004, customers will shop Chevrolet first, which increases the opportunity for conquests.

 

"You really couldn’t pick a better time to launch."

 

CL -- We've heard from other members of the launch team that journalists who have seen or ridden in Colorado are raving about the vehicle. Drive impression articles regarding Colorado are embargoed until October, but do you anticipate good publicity?

 

JE -- "We anticipate outstanding PR for the Colorado. Indeed, we've had a few key industry journalists on our validation drives, and we have heard nothing but positive feedback.

 

"Our long-lead press event is scheduled for the week of August 18. This is where journalists will be able to crawl through and drive the trucks in anticipation of the end of the embargo. We anticipate that everything will go very well and expect the journalists to see the beauty, both inside and out, of the Colorado. And the public will be able to read their articles in the October and November publications, right when Colorado begins hitting the ground."

 

CL -- Let's turn our attention to the youth consumer base. Are you confident that the Colorado will appeal to the youth market?

 

JE -- "We are extremely confident because it's all new, it's a stylish truck, and it has the technology and features that they want at prices typical in the segment for their age group.

 

"One interesting stat I want to convey is that, contrary to popular belief, the younger a buyer is, the more they pay for their truck.* So, you're going to have young buyers looking at more than a Z85 two-wheel-drive regular cab. They're going to be looking at four-wheel drive crews and ZQ8s as well.

 

"But we are not forgetting individuals who are budget constrained, either. We have something for everyone."

 

*Ed. note: TCE data (2001-Current) indicates that buyers 25-34 have the highest total average transaction price ($22,223) among all medium pickup truck buyers. This is approximately $500 more than buyers age 35-44 and 45-54 and almost $2,000 more than buyers age 55-64.

 

CL - What about the diversity buyers? How will Colorado impact this important market?

 

JE -- "Our positioning research shows that the styling of Colorado appeals to the Hispanic market, and that is a big step in engaging new, diverse buyers. Plus, research shows that pickup trucks are aspirational for Hispanics, and that they typically use their vehicles for both work and family, which bodes well for Colorado.

 

"But the big story is the two-wheel-drive crew cab and its effect on prospective Hispanic buyers. This vehicle is a natural fit in the "smile states", which are heavily populated Hispanic areas. With the S-10, you couldn't get a two-wheel-drive crew. You couldn't get different appearances. With Colorado, you have these options."

 

CL -- Toyota currently boasts a strong-selling product in the Tacoma. How will the Colorado eat away at Toyota's market share?

 

JE -- "Again it goes back to the "smile states" and the two-wheel-drive crew cab. That's Toyota's strength right now -- they have a two-wheel-drive Tacoma crew cab, and consequently they dominate in the "smile states". We will gain share here, mainly because we're adding the number one selling model configuration to our lineup.

 

"In the past with the S-10, we had the four-wheel-drive crew, and it was a relatively option-loaded vehicle. But now we're going to be a player again. We have a chance to go after Toyota."

 

CL -- And the quality story of the Colorado will also be a factor, correct?

 

JE -- "Absolutely. The S-10 is already much better than Tacoma in the J.D. Power Quality Study*, and we anticipate Colorado to be even better than S-10.

 

“When launching new vehicles, we use something called the quality glide path. This process helps us determine the scope of problems during pre-production. Colorado has looked very good according to the glide path, so we're on track for a very smooth launch."

 

*Ed. note: According to the 2003 J.D. Power Initial Quality Study, the Chevrolet S-10 averaged 135 problems per hundred (PPH) compared to the Toyota Tacoma's 156 PPH. The industry average for the compact pickup segment is 140 PPH.

 

CL -- Let's switch gears and turn to ordering. On July 11, the Colorado Initial Ordering Workbook was mailed to dealers. How will this help them understand how Colorado is configured?

 

JE -- "The Colorado Initial Ordering Workbook is a wonderful book that clearly explains everything about the Colorado -- the three suspensions, three appearance packages, everything. It should take any confusion out of ordering. (Note: This is not a product reference guide. Those publications will be in-dealership late August.)

 

"We have to realize that the market is different with this truck. If you order Colorado the same way you ordered S-10, you'll be left behind. That's why we are providing this workbook and are conducting the IDL on August 5.

 

"I encourage dealers to take a long and detailed look at the content. There are lots of pictures, suggestions and hints that will make ordering a whole lot easier. In addition, there's a chart that shows the industry sales penetration of cabs, two-wheel drive versus four-wheel drive and engines by DMA* to provide market direction.

 

"Remember, this is a new truck with new opportunities. It's imperative that you take a new approach to ordering so that you can take advantage of this truck. And this workbook is a good place to start."

 

*Ed. note: In the 2004 Colorado Initial Ordering Workbook, this information is sorted alphabetically. The letter attachment included with the workbook features this data sorted by Region.

 

CL -- You also have an ordering IDL broadcast on August 5. Can you elaborate on the content?

 

"Yes, the Initial Ordering Workbook will serve as a loose script for the broadcast, but mainly the whole idea is that it will be interactive. The participants will dictate the flow of the broadcast and the material that is covered. So, I encourage Sales Managers and Inventory Managers to study the workbook, jot down any questions and tune in to participate and have their questions answered."

 

"This type of IDL has never been done before. We're going to have representation from both the marketing and distribution teams, we'll have trucks in-studio, and we will let the questions guide us; whether they be about ordering, the market, the segment or whatever."

 

Ed. note: Visit the Contact Us <contact.asp> link of this site to submit questions to the Colorado team before the August 5 broadcast. Please enter "IDL Question" in the subject line of your E-mail.

 

NOTE: The target audience for the August 5 broadcast is Sales Managers and Inventory Managers.

 

CL -- In regard to ordering, Colorado features nine models, including five never-before-available versions. Where should dealers start when it comes to ordering vehicles?

 

JE -- "The first thing to do is look at what's happening in your DMA. Look at the cab penetrations and the split between two- and four-wheel-drive. Study up on engine specifications for both the Colorado and its competitors. Just examine the market all around. This will give you an idea of your customer base and show you where there is opportunity over and above the S-10.

 

"With Colorado, there are more opportunities in areas you can make money. There is a lot of profit potential with Z71 -- both in two- and four-wheel drive. You just have to take a step back and see where your best opportunities are."

 

CL -- Of all the great stories surrounding Colorado, what is the biggest selling point?

 

JE -- "Choice. You can now give customers what they want, no matter what they ask for. If you understand what is going on in your market, you can zero in on configurations that will give Colorado distinction in the segment. Right now, there's nothing special out there. But the Colorado is special."

 

CL -- Why should dealers be excited about Colorado?

 

JE -- "Because they can now compete in areas they couldn't before, and they can do it with a very technically competent vehicle that they can make money on."

 

Launch Team Interview -- Kirby Ross, Marketing Manager, GM Accessories

CL -- How has GM Accessories changed over the past few years?

 

KR -- "Well, it used to be that we had a few people assigned to a product line and they'd work diligently to try and dream up products we might be able to sell through GM Accessories. An example of this is a bedliner. And once they'd identify a product they'd want to pursue, the people in product development would help write a contract with a supplier and so on and so forth. We were basically an aftermarket company.

 

"We then realized that, 'hey, we're doing this for the aftermarket, but we think we could sell these products to Dealers.' And so it was decided that we would get into dealer-installed accessories to increase revenue for both General Motors and its Dealers.

 

"And today, we operate completely different from how we did three years ago. We went from having a handful of people to having more than 100, with 65 engineers who validate and test the accessories that we provide to Dealers.

 

"And our process is different too. We used to develop accessories for vehicles in place, in the market, rather than integrating with VSSM and developing accessories in conjunction with launching vehicles like we do now."

 

CL -- When do you begin working with the Marketing Teams regarding accessories?

 

KR -- "Right after the vehicle concept is developed. We're talking years, not months. Our accessories are highly integrated products, and we want to be in on the ground floor. So we begin right at VDP 24 (Vehicle Development Process -- 24 months).

 

"By working that far in advance, we can develop products that fit in with the design of a vehicle. We create them within the vehicle engineering, validation and durability process and provide our customers OEM fit and finish to match the styling and performance qualities of our fine vehicle lineup.

 

"Plus, it makes it easier for our Dealers to install GM Accessories. We don't want our customers or aftermarket suppliers drilling holes in our vehicles or compromising the integrity of the vehicle. Our installation holes are integrated into the vehicle. Our accessories meet the standards of the vehicles. And aftermarket manufacturers can't say that."

 

CL -- What is the difference between an RPO and an RPA?

 

KR -- "An RPO is a regular production option -- such as air conditioning, leather seats or radios -- that is installed at the factory.

 

"RPAs are not factory installed. They are ordered by the Dealer during the ordering process and shipped from the factory, but the Dealer ultimately installs the accessory. Because it is shipped from the factory though, the RPA is listed on the factory window invoice. Plus, each RPA carries the full vehicle warranty and can also be financed into the consumer purchase contract.

 

"An important thing to remember is that RPAs are part of a vehicle's content. They have to meet all Federal regulations -- weight restriction, CAFÉ, et cetera. Plus, they average fuel economy listed on the window sticker must still be valid even with the installed accessory."

 

CL -- Can you elaborate on why this is important?

 

KR -- "For example, let's take a brush guard*. We engineer our brush guards so that our air intake isn't affected, our headlight illumination is not impeded and that our air bags deploy at the right point, whereas an aftermarket supplier might not factor those issues into their design.

 

"We have the data to make sure all of our accessories fit the vehicle the way they're intended without compromising any other components."

 

Ed. note: Brush guards for the Colorado will be available in interim 2004 model year.

 

CL -- And that's a good reason why Dealers should utilize SPO Accessories.

 

KR --"Yes, plus, GM wants to help Dealers increase their fixed operations revenues and profits. Therefore, we encourage Dealers to help us protect the integrity of GM vehicles by selling equipment that has been approved and validated to fit each individual GM vehicle or model. Doing this maintains the performance of our vehicles and aids in ensuring the safety and satisfaction of our customers."

 

CL -- What are some of the trends in accessories?

 

KR -- "The trend is that customer purchases are on the upswing. And the attention paid to accessories by GM, Ford and Daimler Chrysler is exploding.

 

"In one survey we have, the results show that America's light-duty truck buyers spend about $1,000 on accessories to deck out their vehicles. They like to give the vehicles an individual flair to fit their personality. They want uniqueness.

 

"The latest trend is by far in the large wheel marketplace. General Motors plans to introduce a lineup of custom wheel sets at SEMA (Specialty Equipment Market Association show) in November, where we will specify wheel-and-tire combinations acceptable for specific vehicles. Dealers will get an early look at the factory-authorized wheels in fall business meetings before the show."

 

CL -- How popular have accessories become?

 

KR -- "Well, according to a 2001 study, the average truck consumer bought four accessories for their vehicle. They're going to purchase accessories from somewhere. And we want them to buy them from us and have them dealer-installed.

 

"Accessories have become a $27 million a year business. And because we've been designing since the vehicle's inception, we're ready at launch. And there's no competition at launch."

 

Launch Team Interview -- John Santilli, Vehicle Line Director, GMT355

You've read the powertrain story from Ron Kociba. And last month, you got the product

validation account from Bruce Mader. This month, we turn our attention to the

manufacturing side of things. Once a vehicle is ready from a product point of view,

attention turns to manufacturing -- can a vehicle be built to design specifications.

Chevylaunch.com recently sat down with John Santilli, Vehicle Line Director for the

GMT355 program, which includes the Chevrolet Colorado and GMC Canyon. Santilli is

responsible for the Colorado from start to finish -- design, engineering and manufacturing

-- right up until it hits your showroom floor. In this interview, we focused on the

manufacturing processes of the GMT355 launch. Santilli walks you through some of the

processes below in great detail. Please use the following links as an "agenda" for the

interview:

· Nonsalable vehicles/nonsalable build events

· Salable vehicles

· Glide path/quality goals

CL -- You just completed work with nonsalable vehicles. Can you define the term

nonsalable?

JS -- "The term nonsalable means exactly that -- the vehicles are not going to end up in a

customer's hands. They are used as part of the engineering development activity to

continue on with validation and testing of the vehicle. The reason the vehicles are labeled

nonsalable is that the parts being used to manufacture them may or may not be at

production level. An example of this is the interior components. The interior components

of nonsalable units, in general, do not have grain on the plastic components. If we ever

made a decision to make a vehicle salable, we would have to retrofit all components that

were deemed as nonsalable."

CL -- Recently, you held a "nonsalable build event." Can you explain this event and its

purpose?

JS -- "We simply call it a build event. This particular build event was broken up into two

segments: what we call Bucket One and Bucket Two. Each bucket consists of 20

vehicles.

"The nonsalable event is designed to test the manufacturing system. From a product

standpoint, the vehicle is 99% defined. But as you go through the nonsalable build event,

you're now testing the manufacturing system and the processes that we have established -

- basically seeing if those processes are building the vehicle to design intent. If we have

problems with how the vehicle is going together and that problem drives product

changes, then the product engineers and the manufacturing engineers who are on hand

come up with the best solution.

"So basically, the purpose is to tweak the components to match what the vehicle is

building to. Anything we see at a nonsalable event that needs to be redesigned or tweaked

or whatever, we do so."

CL -- Besides product and manufacturing engineers, who attends build events?

JS -- "We probably had in excess of 120 people from Michigan down in Shreveport to

support the builds. That number consists of engineers, quality people, suppliers, support

people that manage suppliers, logistical people, program people -- you name it, we were

all there.

"What happens when you build nonsalable vehicles is that different components come in

at different levels of design. People are putting components on the vehicle, and if there's a

problem, the first person they contact is the engineer. Then, they go through a series of

questions, such as 'is the part to the level that the build was expecting?' And so the

engineers help the manufacturing organization ensure that the part that they are getting is

the part that was intended for that build. If it's not, they call the supplier and find out why

they don't have the latest part, and so on and so forth."

CL -- Are nonsalable vehicles built on the assembly line?

JS -- "Yes. Initially, as we go through the development process, vehicles are built off- site

in what we call a validation center, which simulates the production environment. But, as

of our Gamma build back in February, we've been building at the plant. The Gamma

build, which was a very slow build, was the first time that we exercised the

manufacturing process. The very first time we exercised the facility ourselves was at the

nonsalable Bucket One event, which occurred at the end of April. Bucket Two, which

began May 19, was also at the facility."

CL -- Can the build events be described as dress rehearsals?

JS -- "Very much so. And we keep doing it over and over until we get it right. This is

very, very critical from a launch standpoint. We start regular production in October and

we ship to commerce October 29, and these are the first vehicles to be shipped to dealers

and ultimately in customers' hands. Then, the J.D. Power window kicks in from

November to December, and any units built and received in customers' hands are eligible

for the J.D. Power survey. We figured out that about 23,000 to 25,000 vehicles will

potentially be surveyed, making it extremely critical that everything is right now. The

challenge for the team is to hit the deck running."

CL -- From a manufacturing standpoint, what's next on your agenda?

JS -- "On June 9, we're building an additional 20 trainer vehicles. These vehicles will be

used by the facility to train its people. They'll tear them down and build them back up and

continue as people flow through those areas to be trained.

"Then, salable builds start June 16. This will be the first time that we'll be building to

production intent parts. There are no components that aren't ready, no parts that need to

be retrofitted -- these are, for all intents and purposes, vehicles that could end up in

customers hands."

CL -- How many salable build vehicles are produced?

JS -- "We have the salable event broken into five buckets. Initially, we'll build 50 units.

Then there's a two-week gap. The second bucket begins July 14, and we'll produce 75

units. Bucket Three is set for 100 units. On August 24, we'll start building another 150.

And finally, the last salable build bucket starts September 22, with 185 units."

CL -- What is the purpose of the five separate buckets and the gaps in between?

JS -- "Each bucket is there for a reason -- we continue to improve the fits and finishes of

the products, and you start to see that in each one of the builds. The time in between the

buckets gives us time to tweak and finesse the tools producing the components.

"The support people are present for these salable events as well. With the nonsalable

builds, we didn't have the regular production people there. But during the salable builds,

we have the trained people working on the vehicles, so it's basically simulating the

production process."

CL -- How significant is the transition from nonsalable vehicles to salable ones?

JS -- "The move from nonsalable to salable is a very significant event. This is now the

point where there are no retrofits. Therefore, the mentality is that this is a vehicle that

would go to a customer, so we want it to be the best it can be."

CL -- What is the glide path?

JS -- "The glide path is a tool that we use to measure the quality of the vehicle at each of

the build events. It's basically an established plan from previous programs (launches) that

specifies the performance (problems per hundred vehicles -- PPH) that you need to have

at each of your build events in order to achieve your ultimate goal at the end of the

program.

"We have established where the vehicle should be at each of the build events so that we

would achieve our program target for that specific measurement. In other words, we had

nonsalable Bucket One, and we had a data point that said you need to be at this level of

quality for this build. And our actual point was below that -- meaning we were ahead of

our glide path. Then we went to the next bucket, nonsalable Bucket Two. After we build

the vehicles, we go ahead and take all of our measurements and then plot the point and

see how we're doing to that glide path."

CL -- What is the quality goal for the program?

JS -- "Our goal is to have these vehicles perfect. The J.D. Power target that we're

shooting for in the segment is 115 PPH vehicles. Our stretch target is double digits --

something this segment has never seen. Our people are fired up and absolutely engaged

going after this goal."

CL -- And you feel that this vehicle is going to make an impact in the segment?

JS -- "Without question. We've had two reviews with journalists, one as recent as

Tuesday (May 27). We spent a half a day with a major automotive magazine writer, and

we received nothing but positive feedback on the quietness of the vehicle, the ride and

handling and the depth of offerings we have for the customers. They understood it was a

development vehicle, but they were just very enthusiastic.

"If there's one thing I leave people with, it's that we want customers to feel that there is

absolutely no question a difference between our current midsize pickup and this one. And

they can get into any of the competitors in this segment and do a comparison with our

product and notice a night-and-day difference in the ride, the handling and the

performance."

 

 

Launch Team Interview: Bruce Mader, Product Manager, Colorado

In a continuing effort to provide you with insight from all aspects of the Colorado launch,

we will interview various launch team members to get their insight on this all-new

product. This month, Chevylaunch.com had the opportunity to sit down with Bruce

Mader, Product Manager for Colorado, to discuss the launch from his perspective.

Recently, Bruce and select media guests had the opportunity to participate in the

Colorado Gamma Quality Validation Drive, commonly referred to as a "shakedown

drive." Our conversation covered everything from the definition of a shakedown drive to

what he feels will sell the Colorado. Take a look:

CL -- What is a "shakedown drive," and what is its purpose?

BM -- "Shakedown drives are a normal occurrence during every launch. They don't

necessarily have to be Gamma, but there are regular times when we'll take a new vehicle

out to see where it is in terms of quality."

CL -- What made this particular drive significant for Colorado?

BM -- "This drive was important because it was the first time we pulled out production

vehicles built at the assembly plant. They weren't hand built, which is the typical

assembly early on. These vehicles actually went down the assembly line. So, it was a big

deal for us.

"We learned two things from this. First, we learned that we can really build it. Everything

works in theory, but for the first time we found out that we can build it on the assembly

line. The second thing is how the quality is when it comes off the line. These Colorados

were run through a very rigorous quality review after they rolled off the line, just as if

they were regular production vehicles. Even though they were a Gamma build, it was

treated as a regular production model."

CL -- And you were so confident in the quality of these particular vehicles that you

invited a few observers, correct?

BM -- "Correct. We invited some select members of the media along. The purpose of

having them there was to show them how confident we are in these trucks and get a

perspective from them about what their feedback is going to be when they have the

chance to write about Colorado. Before the drive, we were fairly confident that we knew

what all the problems were, so that when the media were sitting in there and they

mentioned an issue, we could tell them what the problem was and how it's being handled.

Basically, we showed that we had things under control. In addition, having the media

present also allowed us to see if they discovered any new problems that we need to work

on, so that we'll be totally buttoned-up when they get a production vehicle to write

about."

CL-- And what were some of the reactions to the all-new Colorado?

BM -- "We told them this was an 85% validation ride. We felt that 85% of our problems

had been resolved.

"One of our guests commented, 'I don't believe this is an 85% vehicle because this is

better than any vehicle in the compact pickup truck segment that I've ever driven. Hands

down.'"

CL -- What were some of the most mentioned features that the media guests

referenced?

BM -- "The main thing they mentioned was quietness in the rear seat of the Crew Cab.

One rider got out of the Toyota, hopped in the Colorado rear seat for a ride, and afterward

said something to the effect of, 'You need to tout how much quieter you are than Toyota.'

He always thought of Toyota as the benchmark in quietness. But once he got in the

Colorado it was a whole different world. You can actually have conversations with

people all around the vehicle when driving. He was totally impressed with that."

CL -- Obviously the customer will be pleased with that. But what else will impress

customers of the Colorado?

BM -- "Ride and handling. There is no comparison. All they have to do is get in our

vehicle and drive it around once. If they still don't realize how great it is, all they have to

do is get in any of the competitors.

"Plus, if you get out of an S-10 and into the Colorado, there is a noticeable change -- an

improvement to the way the impacts of the road are felt. We have tuned the suspension to

where many of the harsh road impacts aren't as harsh, and the mild impacts are basically

nonexistent."

CL -- In your mind, what is going to sell this vehicle? What attribute of the Colorado

will seal the deal?

BM -- "Choice. We have a Colorado for every customer who walks in the door. You tell

me what your life is like and I have a Colorado that meets your needs.

"Also, customers want that high image, and they don't want to be told 'Here's what you

can afford.' With the Colorado, they'll be able to afford a darn nice-looking, high-image,

high-profile vehicle that does all of the right things for them. They can get it with a fourcylinder

and a five-speed if they want, or a five-cylinder Crew Cab with all the bells and

whistles. It's affordable on gas, affordable on insurance -- it's the whole package."

CL -- It's been said by several salespeople we've talked to that Colorado will fill a hole

in the Chevrolet pickup portfolio. Do you agree?

BM -- "Absolutely, and it does so affordably. It's a matter of 'lifestaging' customers into

the vehicle as best as you possibly can. Once you know their wants and needs and

affordability constraints, you put them in the Colorado best suited for them.

"Plus, it can grow with people's needs. If you get to the point where you're starting to

make more money and still want a midsize pickup, you can get a Crew Cab with leather

heated seats. You can go anywhere from $16,000 to $28,000, and it fits a lifestyle

anywhere in between."

CL -- Any advice to salespeople?

BM -- " A demo drive is an absolute must. Put customers in these vehicles to give them a

sense of the quietness, ride and handling and powertrains. The combination of all these

things, plus the configurations, should do the trick."