Motor Trend’s declaration of results on 3rd December, 2014, in Detroit pertaining to the ‘Truck of the year’ category turned out to be quite unexpected with General Motors Co (NYSE:GM)’s Chevrolet Colorado being crowned as the winner amidst seven contestants. Vying for the top spot was Ford (F)’s F-150 and it was a strong contender given the popularity of its lightweight structure courtesy of aluminum having been used.
Obviously General Motors Co (NYSE:GM)’s Chevrolet division was thrilled at the result and its head of Global Product Development, Mark Reuss, was euphoric when he said –
“There’s a lot of conceptions about what General Motors was over a long period of time … but we have to build a new view of this company and these brands. We’re doing that with trucks like this, with strategies that people don’t think we can do and taking some risks — well measured, but risks — and succeeding.”
Ford (F), on its part, refused to comment on the result and instead the company’s spokesperson Mike Levine upheld its model through the following statement –
“While we are always honored and proud to win awards and media recognition, we have built the all-new F-150 first and foremost with our customers in mind. F-150’s distinction as the top-selling U.S. truck for the last 38 years, and top-selling vehicle for the last 33 years, are the most important awards for our team.”
Parameters that were used for comparison by Motor Trend’s editors were design, efficiency, safety, value, engineering ingenuity, fuel economy and fulfillment of its objective. Having announced the results, Motor Trend’s Editor-in-chief Edward Loh was particularly vocal in his praise for General Motors Co (NYSE:GM)’s Colorado, saying that it was reflective of the thinking man and was appropriately sized. Comparatively he regarded Ford (F)’s F-150 as being generic and said that apart from aluminum, the model was not offering anything new.
Although this award does not echo the company’s financial performance, it is a big boost for General Motors Co (NYSE:GM) given the high credibility that it carries in the auto industry.
This article has been written by Vinita Basu.