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2019 Chevrolet Colorado ZR2 Bison Will Start at $48,045

Chevrolet has released pricing for the 2019 Colorado ZR2 Bison off-road trim level: The premium upfit will cost ZR2 buyers an extra $5,750 on top of an already high-priced mid-size pickup. As pricey as that may seem, remember that gets you quite a few extras: unique alloy wheels, custom front and rear bumpers with LED lighting, extra heavy-duty skid plating underneath, American Expedition Vehicles badging inside and out, and everything covered by a factory warranty.

Entry-level 2019 Chevrolet Colorado ZR2 extended and crew cabs with the 3.6-liter V-6 engine cost $42,295 and $43,895, respectively (including the $995 destination fee), which means the 2019 ZR2 Bison extended and crew cabs will cost $48,045 and $49,645, respectively. Although it's be difficult to compare the Bison with any other off-road vehicle, the Jeep Wrangler — with all its option packages and trim levels — is probably a pretty good comparison. A 2019 Jeep Wrangler Unlimited Rubicon with just a few options can cost just more than $50,000, so pricing for this ultimate 4x4 pickup doesn't seem so farfetched.

Dave Harriton, president and founder of AEV, made this exact point in a statement. "Although they play different roles, and are for different customers, a fully loaded Rubicon with similar levels of capability and equipment will be over $50,000," he said. "However, when looking at other factory off-road vehicles on the market, the ZR2 Bison is unmatched for all-around versatility."

We'll get our first chance to drive and challenge the new 2019 Colorado ZR2 Bison later in November; expect our First Drive story the first week of December. It will be interesting to see what kind of demand there is for a vehicle like this at this price. More to come.