Chevy Do Brazil: New S10 Shows It Face

Marcelo de Vasconcellos
by Marcelo de Vasconcellos
chevy do brazil new s10 shows it face

Chevrolet do Brasil has shown pictures of its updated S10. In what has become somewhat of a norm for this market, the truck will be debuted at the Thailand Auto Show ( according to Brazilian ehthusiast site Once in Brazil, the new S10 will substitute both the South American and the Asian model (known as Colorado).

GM targets its more expensive rivals this time. The truck shows traces of Hilux, Frontier and Amarok. In other words, GM has bowed and recognized that Toyota, Nissan and even Volkswagen now lead the way. At least as far as Brazilian trucks go.

GM follows the Hilux lead by placing the head lights in a high position and by giving the S10 an angry fascia. From the side the truck mixes some Japanese elements, but mainly follows the Amarok’s lead by using heavy creases and almost straight lines. The back is pretty hum-ho and the only “bold statement” is the use of transparent glass. The rectangular shape used by everyone is still there.

Inside, they follow Frontier’s lead and the pick up is more car-like and less truck-like. The instruments are placed, Camaro-like, in a position only the driver can see. It also now uses GM’s signature blue illumination. The center stack includes a liquid crystal screen and the commands for the digital A/C.

For Brazil, GM will start offering MWM’s 2.8 turbo diesel in both auto and stick. Though no 4×4 is offered in Brazil until now, rumor has it that the new truck will. An SUV version, appropriately called Blazer in Brazil, will also be offered. Down here, at least initially, only the double cab will be offered.

The new truck won’t stop production of the current one. As this beast will probably cost around 90 to 100 thousand reais (56.000 to 63.000 dollars at US$1=R$1.6), the old one will march on so that GM does not lose bragging rights that it’s the big dog in this segment in Brazil. Will all those (more affluent) buyers who abandoned GM some time ago and adopted the Japanese trucks give GM a chance? Well, GM still has (amazingly) huge brand recognition in Brazil. Especially in the truck market. But another perennial Brazilian favorite, Volkswagen, has been unable to take chinks from Toyota’s Hilux armor (all damage done to the Hilux is of Toyota’s own making, namely high price, which opens up space for competitors from Nissan and Mitsubishi). I have documented VW’s troubles here.

This one will be interesting to watch. We will be able to gauge GM’s strength very precisely on this one.

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3 of 20 comments
  • Doctor olds Doctor olds on Apr 11, 2011

    Marcello- I don't know that I have met Autobraz, and am sorry to say I can't even remember the names of the guys I did meet, the failing of old age! We did not have much time to work together before GM made me a retirement offer I thought I would be a fool to refuse in November '08! The only GN do Brazil name I remember right now is Alex Shaffner, the Divisional Quality Director I had some dealings with way back in the '90's! I am guessing from your comments that the GM products in Brazil are getting long in the tooth, dated compared to competitors. Discounts are typical to move old product in such circumstances. Cruze seems likely to be a winner, and that new truck should help, too. GM did have just a "little(!) bump in the road" that delayed new products, but it seems the pipeline will start to flow soon. The new products in the U.S. are selling well at higher prices. btw-I hated to see Denise go so quickly, remembering her as an entry level validation engineer in Lansing years ago.

  • Cheezeweggie Cheezeweggie on Apr 11, 2011

    A sales manager at a Chevy dealer once told me that the cost between a Colorado and a Silverado are so close that stocking the Colorado makes no sense. Don't be surprised if you don't see a redesigned Colorado for the North American market anytime soon. Besides, the fuel economy difference between a full-size w/small block V8 and a mid-size w/ v6 is insignificant .

  • RHD I wonder if these will be as easy to steal as so many other Kias are...
  • Zerog Isn't this the car that the self anointed AutoExtremist said would finally shut down Tesla AND the Prius?Just like his father - that Detroit bubble does him no good
  • Zerog When will the media admit that Mary Barra has simply been a disaster of a CEO, and "Dan the Man" Akerson is to blame?
  • Tassos When the Volt was on sale, it cost twice as much as the (better looking!) Chevy Cruze on which it was based. The interior of the Volt did not match that lofty price either. I like plug-in vehicles with a good Electric only range and no range anxiety. People with a 40 mile commute each way, if they were allowed to free charge at the office especially, could save some $ with the Volt, but not as much as to justify its lofty price.The 2nd gen VOlt was less nerdy looking than the 1st, but also even more similar to the new Cruze and indeed the Civic, which cost almost HALF. Then the geniuses at GM made a 2-door Caddy out of the Volt, the ELR, which was much smaller inside than the already cramped Volt, and... asked for... 4 times the price of the CRUZE. Don't remember the failed Caddy Cimarron? Neither did those morons.So a good idea in principle was screwed beyond recognition. GM Bled billions despite the lofty price, sold a bunch of VOlts, and finally had to cry "UNCLE". The end.I am not at all attracted by the VOlt's lousy interior. Its gas only MPG is also lousy compared to the ICE competition. A prius was 50% cheaper and far more sophisticated mechanically and got a stellar 50 MPG overall, and could be had in plugin with 10-20 mile range (the current one will double that again).
  • Buickman GM marketing killed many a car.