The Rodeo nameplate has been extremely successful for Holden but the company decided that with a new look on the way, it was time to adopt a global name used by GM in this market segment. Hence the arrival of Colorado, a new name for tough. Despite tougher economic conditions in the Market place, Holden New Zealand are optimistic about the new model picking up from where the old one left off, and possibly even surpassing it. Sales figures to June 2008 showed that the combined 4x2 and 4x4 pick-up market represents 16% of the total market, and with the exception of light /small cars and vans is the only market segment which has actually grown in volume this year. Combined 4x2 and 4x4 Light Commercial Vehicles are Holden New Zealand’s second largest selling product, as their biggest sales are Commodore passenger vehicles. In the first half of 2008 Rodeo had the fastest growth of any LCV brand in the market. Rodeo outsold Hilux in May and June Rodeo sales were up 39.4% on the same period last year. In the competitive 4x2 category Rodeo held market share and in the large 4x4 category Rodeo has doubled its share. Colorado enters the market on the back of these strong Rodeo sales and with carry over RRP which Holden says is proving positive with strong initial sales enquires. At the Australasian media launch Holden New Zealand Marketing Manager, Matthew Woodley said the Holden Colorado has the durability, power and features to cover dual purposes of work and recreation. “This new light truck promises to deliver high levels of performance and load carrying capability, all with the car-like interior comfort and value for money that Holden is renowned for,” said Mr Woodley. “Colorado brings an extensive LCV range to the market, offering consumers a wide choice of body styles and specifications to suit all work and recreational applications, catering for both fleet and private customers,” he continued to say. “With muscular wheel arches, powerful front end and aggressive side profile, the Colorado’s exterior styling reflects its hardworking credentials.” A new sports variant, the LT-R, will combine a number of sports features to create the toughest Colorado yet. Available with the choice of 4x2 or 4x4 variants, both feature sports bars, soft tonneau cover, side steps, front fog lamps, 16” alloy wheels and sports interior trim. The LT-R 4x4 adds Bluetooth capability and Rear Park Assist. With a high level of specification including driver, passenger airbags and ABS with EBD (Electronic Brakeforce Distribution) standard on all variants, the Holden Colorado line-up offers buyers an impressive array of features. Colorado is available in a 3.0-litre 4-cylinder common rail turbo diesel, which delivers peak torque of 360Nm @ 2000rpm and peak power of 120kW @ 3600rpm. A three tonne braked towing capacity on diesel 4x4 variants adds to the Colorado’s rugged appeal. “The Colorado is built tough with up to three tonnes of towing capacity. With around 36 combinations of model, cabin, ride height and body style, there’s a Colorado to tackle any job,” Mr. Woodley said. “Due to popular demand we have reintroduced the space cab pick up variants and added the 4 x 4 LX Crew Cab automatic to an already impressive list of models. “The new hero Colorado LT-R caps the range with a long list of features, including sports bars, soft tonneau, side steps and sports interior trim, to appeal to customers looking for the ultimate luxury workhorse.”