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Since Ford Australia stamped the word Australia on the next Ranger and sent it out into the unforgiving commercial world.
Now it's Holden's turn. The wraps have just come off on the new Chevrolet - read Holden - Colorado that boldly announces the end of GM's handshake with Isuzu.
The Colorado ute goes on sale in its domestic market of Thailand later this year and early in 2012 for Australia.
GM unveiled the new ute yesterday at a function that preceded the Bangkok International Motor Show.
The show ute has a 2.8-litre turbo-diesel engine, 20-inch wheels and a hardtop tonneau - most of which are unlikely for the ute's prime market.
The new Colorado will be built for Australia in Thailand but has been designed and engineered from GM's offices in Brazil.
Meanwhile, Isuzu is rumoured to be preparing its all-new ute for an early 2012 launch to replace the current D-Max.
Ford is preparing its rival, the stylish Ranger, for sale in Australia in the second half of this year.
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