Chevrolet Launches Colorado High Country for Wealthy Yangon Urbanites

Chevrolet, a division of American automaker General Motors, has launched its new Colorado High Country model in Myanmar to cater to the premium segment of a largely urban target market in the country.

Chevrolet said the Colorado is one of its “most important product in Myanmar”, and High Country is designed to help grow Chevrolet’s share of the pickup truck segment overall.

The carmaker said it made enhancements in a bid to capture customers who only consider top trim levels.

The new Colorado High Country will be priced at $49,000, the company said.

The “High Country” nameplate takes inspiration from Chevrolet’s full-size pickup truck sold in North America and mid-size truck in Brazil. The model adds upmarket design enhancements to support the vehicle’s upcountry capability with urban touch.

“There are truck customers who want more in addition to great on and off-road performance and hauling capability – the kind that Colorado offers at every trim level. They also want to stand out in a crowd,” said U Zaw Moe Khine, managing director, Pacific Alpine, the distributor or Chevrolet in Myanmar.

High Country also underscores Chevrolet’s new focus on models that touts a “tough truck” heritage. GM introduced the first Chevrolet pickup truck in America several decades ago.

With High Country, Chevrolet has spared no efforts in aiming it at the higher echelon of the urban populace. Exterior enhancements have been made to help differentiate it from other pickup trucks in Myanmar, including dark chrome mask headlamps, dual tone light grey and black grille and nudge bar and a glossy B-pillar veneer.

It also has transverse roof-rack bars, a stylised sports bar, chromed rear-door belt-line moulding and mirror scalps. Completing the upmarket and urban look are chromed tailgate handle and a set of 18-inch wheels.

Enhancements also have been executed inside High Country to bring it up to par with its new upmarket role. The driver’s seat now comes with electrically-powered six-way adjustments. High Country also comes equipped with smart media featuring smartphone connectivity, pictures and videos.

To help drivers manoeuvre in Yangon’s tight urban confines, High Country comes equipped with a rear view camera that activates when reverse gear is engaged.

“High Country’s upgraded enhancements are tailor-made to appeal to urban customers who want the interior refinement and technological features of a premium passenger car and exterior styling that is tough enough for the work site but cool enough for date night,” said Dr Saw Nay Nwe, executive director, Pacific Alpine.

Powering High Country is GM’s second-generation Duramax four-cylinder turbo-diesel engine. The 2.8L variant features 147 kW (200hp) of power at 3600rpm and 500Nm of torque at 2,000rpm.

Chevrolet Myanmar, under Pacific Alpine Pte Ltd, was established in April 2013. Pacific Alpine is a joint-venture between Alpine Group Singapore and AA Medical Group Myanmar. The product portfolio includes brands like Spark, Spin, Cruze, Malibu, Captiva, Trailblazer and the Colorado.


Source: Myanmar Business Today

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