Chevrolet Colorado Bison Tries Spelling Gimmick

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What you’re looking at above is a beefed-up (pun intended) version of the Chevrolet Colorado called the Bison and the first thing which you’ll notice is likely to be the new grille on the midsized pickup truck.

Unlike the ordinary Colorado, the Bison variant has swapped the traditional bow-tie badging for a flow-through “Chevrolet” lettering. The design concept isn’t new in the pickup truck scene as we have seen countless Ford F-150, Ranger and the vehicles from RAM getting literal with their grille.

The only difference here is that the name Chevrolet doesn’t fit well on the grille and we mean this both literally and figuratively. By literally, the long-lettering of “Chevrolet” does not offer that aggressive vibe. Just look at Ford and RAM. The short names allow room for the lettering to be enlarged and bolded.

If you can ignore or accept that, you will appreciate the number of utility-focussed design features that are available on the Bison and not on the ordinary Colorado. Are you willing to pay $43,495 for it?