Chevrolet Wants a Bigger Piece of the Midsize Truck Market
Full-size pickups may rule the American truck market, with Ford and Chevy slugging it out at the top, but the real drama is happening one size down. In the midsize arena, Toyota’s Tacoma is still the one to beat.
Chevrolet wants to close the gap, and it’s not being subtle about it. If you’re driving a rival truck, Chevy will hand you $2,000 just for jumping ship to a Colorado. That’s one way to lure Tacoma fans over to the Bow Tie side.
This cash grab is part of Chevy’s Conquest Program, designed to poach buyers from the competition. The bonus itself isn’t brand new, but now it covers the 2027 Colorado, which just got a mechanical glow-up.
Cole Attisha
The $2,000 Deal Also Comes With a More Powerful Colorado
A dealer bulletin spotted by CarsDirect says the $2,000 bonus covers both the 2026 and 2027 Colorado. The catch? You need to own or lease a 2012-or-newer model from Chevy’s approved list.
Apart from the Tacoma, the list includes vehicles like the Ranger, Ridgeline, Frontier, Gladiator, Maverick, Bronco, Wrangler, and even the Ford Escape. Some of these aren’t trucks, but Chevy is including a wide range of models. If anyone in your household owns a qualifying vehicle, you can also take advantage of the offer. The deal is available nationwide until the end of November and can be combined with other Chevy incentives.
The 2027 Colorado comes with a more powerful 2.7-liter TurboMax engine, now producing 350 horsepower and 450 lb-ft of torque, up from 310 and 430. Chevy improved the turbocharger, fuel injection, pistons, and cooling system, while keeping the eight-speed automatic transmission. The maximum towing capacity is 7,700 pounds with the right configuration.
That means the Colorado now outguns the Tacoma’s 326-hp i-FORCE MAX hybrid on horsepower, though Toyota’s hybrid still wins the torque war with 465 lb-ft.
Cole Attisha
Toyota Tacoma Still Has a Considerable Sales Advantage
Chevy’s cash offer comes at a time when the Colorado is still far behind the Tacoma in sales. According to third-quarter 2026 sales figures, Toyota sold 214,875 Tacomas through September, which is a 5.1% increase over the same period last year.
The Colorado, meanwhile, recorded approximately 72,863 sales during the first nine months, placing it second in the segment. Its position is also facing pressure from the Nissan Frontier, which has been gaining ground. With Toyota moving almost three times as many Tacomas as Chevy does Colorados, there’s a lot of ground left to cover for the Bow Tie crew.
Will a $2,000 sweetener and a stronger engine be enough to pry Tacoma loyalists from their trucks? Time will tell, but at least Chevy’s giving shoppers a little more to chew on.
Toyota
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