Chevrolet made for  many truck lovers what they wished when on the preview at the 2017 Colorado ZR2 last year. They made a more sport vehicle with cutting away the front bumper, towering suspension travel and some more right parts to make a mini Ford Raptor from a basic midsize pickup, the ZR2 just showed that General Motors was carefully paying attention on what truck lovers really want.

After revealing prices for the final Colorado today, GM really wants for you to know that the $40,995 ZR2 is pretty much affordable.

The ZR2 adds just over $6,000 to the next-lowest extended cab Colorado this spring, similarly equipped

The ZR2 adds just over $6,000 to the next-lowest extended cab Colorado this spring, similarly equipped. The listed MSRP has a destination fee.

The General is pretty satisfied with that pricing, as it helps muscle beside a barely noticable rival in the segment of midsize off-road pickups. Can you assume who’s the rival?

“We’re thrilled to be able to offer [the ZR2] for more than $2,500 less than the next closest comparable vehicles,” Sandor Piszar said, Chevrolet Trucks marketing director, in a statement. “Taken in the context of serious off-roading, $2,000 will buy you 50 years of annual passes to Arches National Park in Moab, Utah.”

God knows how much beer and pizza it buyes. Did you think about your retirement? However, that was not the end for Piszar. The mysterious rival for one more time raised its brandless head.

“Some vehicles that customers might cross-shop with ZR2 can spec out as much as $26,000 more than our truck — or the price of a well-equipped 2017 Colorado,” he continued.

Now, the ZR2 has a long list of options, with a 2.8-liter turbodiesel four-cylinder, but the stock version does retail less than a Toyota Tacoma TRD Pro for $2,905 — the only other competitor in its range. Unlike the ZR2, which only comes with GM’s eight-speed automatic, the Tacoma can have a manual transmission, making its price less for a half.

Still, it’s clear GM made it to steal Toyota’s thunder.