Is this midsized truck buyer fretting over gas mileage? Towing capacity? Quarter mile time? All these trucks mark the “good enough” box in each of those categories.

The problem with the Chevy Colorado is that it is trying to be a full size truck that fits in your garage. I think midsized truck buyers on average are looking for sporty-ness over work-truck-functionality. That is why Toyota continues to lead the segment.