General Motors found an opportunity at 2015 U.S. Sand Sculpting Championships in San Diego to promote the 2015 Chevrolet Colorado in an unusual way. They made a full-size Colorado out of sand, and it looks very cool. But sand is not exactly a symbol of sturdiness, is it?

The message the sand sculpture is supposed to send notwithstanding, they promise 2015 Chevrolet Colorado has been engineered to meet active lifestyles, offering more technology, versatility and efficient capability than midsize pickup competitors.

If Chevy’s full-size light duty and heavy-duty pickups are anything to go by, their crack at making a midsize truck should also be pretty good. The new Colorado will be launched in the fall of 2014.

“It’s a great fit for the Colorado to be partnered with the U.S. Sand Sculpting Championships,” said Tony Johnson, Colorado marketing manager. “With Southern California being the largest mid-size truck market in the country, the Colorado is right at home here in San Diego.”