LOS ANGELES (WWJ) – General Motors unveiling what it calls a “teaser” image for the all new Chevy Colorado mid size pickup truck that it will be revealing at next week’s Los Angeles Auto Show.

“The all-new Chevrolet Colorado will reinvent what a midsized pickup should be,” read the announcement from General Motors.  “The Colorado is engineered to be the most capable, most versatile and technologically advanced midsized truck in the market.”

The small to mid size pickup segment is essentially owned by Japanese carmakers.  Ford is no longer selling the Ranger in the U.S.  Ram will have a new entry in the near future.  That makes the Colorado–and the coming GMC Canyon–very important.

“That segment is really screaming out for new product,” said Kelly Blue Book analyst Karl Brauer.

When the sheet is finally pulled off of the new Colorado next Wednesday, Brauer expects a vehicle targeted to people who need a pickup to compliment an active lifestyle.

“This new one’s expected to be a substantial improvement in every way, and maybe a little more lifestyle oriented.”

The Los Angeles Auto Show has traditionally been known as a venue for green cars and sports cars.  There will be plenty of  both, including new vehicles from Porsche, and a fuel cell powered vehicle from Honda.  But it will also include a lot more variety than normal, with Ford expected to show off a new version of its Edge crossover, and an eagerly awaited update of the Mini Cooper.

This year’s press previews, which open November 19th, will include an extra day dedicated to connected cars, as well as a design oriented event.  The LA show opens to the public on Friday the 22nd, and runs through Thanksgiving weekend.

This show has grown in importance, Brauer says, as carmakers work to reach a lot of people, who spend a lot of time on the road.

“California’s a huge market.  That makes the LA Show a more critical show.”

WWJ AutoBeat Reporter Jeff Gilbert will be at the LA Auto Show during next week’s press preview days, you can follow his Twitter updates (@jefferygilbert) or like his Facebook page (facebook.com/carchronicles) for instant updates.

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