Chevy marketing folks know that the sort of people who love surfing off in the Pacific Ocean also tend to dig small pickup trucks. The Chevy Colorado Z71 Hurley concept, then, was a natural fit, with the automaker teaming up with legendary surf brand Hurley to create the ultimate beach-going pickup.

Outfitting a truck for surf duty means, of course, making sure it can transport your boards, so the Chevy Colorado Z71 Hurley concept has a concept roof rack that can transport two surf boards. A special Bimini top for the bed provides shade, and a rack in the bed allows for hanging your wetsuit to dry after catching some gnarly crests, and also provides storage for water to rehydrate.

Chevy Colorado Z71 Hurley concept
Chevy Colorado Z71 Hurley concept
Chevy Colorado Z71 Hurley concept
Chevy Colorado Z71 Hurley concept

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Thing is, sometimes the best waves are in remote locations, away from throngs of tourists. To make sure you can get there, the Z71 Hurley concept has a suspension lift, new 17-inch wheels with Goodyear DuraTrac tires, special off-road lights, and new running boards.

The most important upgrade of all, though, concerns the seats. Dumping salty, sandy water all over your upholstery is a surefire way to ruin it, so Hurley and Chevy teamed up to create the concept truck’s seats from ‘ventiprene.’ It’s a breathable fabric not dissimilar from that used for wetsuits; “You’ll never worry about hopping in your vehicle with wet clothing,” says Hurley creative director Ryan Hurley. In other words, it’ll dry out no matter how frequently you hop in with seawater still dripping off onto the seats.

While this is all in the conceptual phase for now, Chevy officials note the brand’s strong history of bringing concept trucks to life; see the production Z71 Trail Boss, which began as a SEMA concept, for just one example.

Source: Chevrolet

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At the SEMA Show today, Chevrolet and Hurley, the surfing performance and innovation brand, announced the Colorado Z71 Hurley concept. The collaboration is designed to get surfers and their gear around with functionality and style.

This ultimate wave wanderer, which also serves as a mobile beach command center, is decked out with a custom surfboard rack, storage systems and even water-resistant seat covers made from advanced ventiprene, a breathable material similar to the neoprene used in surfing wetsuits.

“Colorado is a lifestyle enabler and the Hurley concept demonstrates the personalization possibilities for one of the most thrilling sports,” said Jessica Rogers, Colorado marketing manager. “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 has a concept lifted suspension, 17-inch Chevrolet Accessories wheels and Goodyear DuraTrac all-terrain tires for even greater capability in the quest for finding the beach with the best waves.

“This concept is all about functionality,” said Ryan Hurley, creative director for Hurley. “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.”

The solutions start with the custom carrier system that mounts a pair of Pyzel surfboards on the roof, while a custom Bimini-style bedcover provides shade on a sunny beach. There’s also a bed-mounted Thule rack that serves as a wetsuit drying rack and storage for drinking-water containers.

A custom Seafoam Green exterior is accented with subtle, tone-on-tone Hurley graphics and skidplates featuring the Hurley logo. A number of Chevrolet Accessories lend functional style, including:

Off-road lights

Sport assist steps

Illuminated black bowtie kit

Inside, the ventiprene seat material offers a breathable, quick-drying surface that’s perfect for jumping into the vehicle with wet boardshorts.

“It’s an amazing material that’s perfect for this application,” said Hurley. “You’ll never worry about hopping in your vehicle with wet clothing.”

The Khaki Green and Sand Dune-colored material is also used on the armrests and door panels. The rest of the cabin is accented with Khaki Green and Sand Dune trim and green accent stitching. The Hurley logo is integrated in the headrests, sill plates and floor liners.

The Colorado is equipped with a 4G LTE Wi-Fi hotspot so beachgoers can stay connected to weather and surf reports.

Finally, the Colorado Z71 Hurley concept also features a Chevrolet Performance concept exhaust system to complement the performance of the all-new 3.6L V-6 engine that debuts in the 2017 Colorado. Featuring direct injection, continuously variable valve timing and Active Fuel Management (cylinder deactivation), it’s rated at 308 horsepower and 275 lb.-ft. of torque, enabling 7,000 pounds of max trailering. It’s also paired with a new eight-speed automatic transmission.

Production Z71 models also features an automatic locking rear differential, for greater traction off the highway, and a transfer case skidplate — another piece of protection when the pavement ends.

“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!”