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Surfer-Centric 2017 Chevy Colorado ZL1 Hurley Concept Makes Waves at SEMA

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The 2017 Chevy Colorado ZL1 Hurley concept at the 2016 SEMA Show in Las Vegas

The 2017 Chevy Colorado ZL1 Hurley concept

The 2016 SEMA Show kicked off in Las Vegas today, and Chevrolet made the most of it, with about 20 models on display at the aftermarket parts trade show. Among the bowtie brand’s many offerings was the Colorado Z71 Hurley concept, a collaboration between Chevy and the surfing performance and innovation brand Hurley.

The custom pickup is designed for surfers looking to tow their gear “with functionality and style.”

To that end, the Colorado Z71 Hurley features a custom surfboard rack, storage systems, and special water-resistant seat covers made from advanced ventiprene, a material similar to the neoprene used in surfing wetsuits.

The 2017 Chevy Colorado ZL1 Hurley concept at the 2016 SEMA Show in Las Vegas

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“Colorado is a lifestyle enabler and the Hurley concept demonstrates the personalization possibilities for one of the most thrilling sports,” said Colorado Marketing Manager Jessica Rogers. “With Chevrolet Accessories parts, the sky — and the surf — is the limit when it comes to tailoring the Colorado to your work or recreation interests.”

The Colorado Z71 Crew Cab was also given a concept lifted suspension, 17-inch Chevrolet Accessories wheels, and Goodyear DuraTrac all-terrain tires.

“This concept is all about functionality,” said Ryan Hurley, Hurley’s creative director. “When we discussed the project with Chevrolet, we didn’t want just a truck with our logo on it. It had to offer solutions for the challenges surfers face at remote locations and that’s exactly what it delivers.”

In addition to the custom carrier system for mounting surfboards, the concept is also equipped with a custom Bimini-style bedcover that provides shade on a sunny beach and a bed-mounted Thule rack that for hanging up wetsuits to dry.

The 2017 Chevy Colorado ZL1 Hurley concept at the 2016 SEMA Show in Las Vegas

The concept’s mounted Thule rack serves as a wetsuit drying rack and storage space

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In terms of style, the Colorado sports a custom Seafoam Green exterior appropriate for beach trips. Tone-on-tone Hurley graphics appear on the exterior and skidplates. The Hurley logo reappears in the cabin, which is done up with Khaki Green and Sand Dune-colored material.

Other Chevrolet Accessories found on the truck include off-road lights, sport assist steps, and an illuminated black bowtie kit.

Performance-wise, the Colorado Z71 Hurley concept has been upgraded with a Chevrolet Performance concept exhaust system, which complements the 2017 Colorado’s all-new 3.6-liter V6 engine.

“Whether you’re on the job or on the lookout for the next wave, Colorado Z71’s versatility proves liberating,” said Rogers. “Load up your gear and hit the road!”