GM's $30 Million Fix for Big-Tire Off-Road Pickups

In 1994, Chevrolet's optional ZR2 package for the S-10 compact pickup was built around 31-inch by 10.5-inch all-terrain tires, a size larger than most off-road rubber then offered on midsize pickups and SUVs. Those tires improved flotation on soft surfaces, puncture resistance and ground clearance, but they also added rolling resistance, unsprung weight and noise while making the ride harsher and steering less precise.

According to Car and Driver's original test, General Motors spent about $30 million on the package, much of it on a new front subframe with relocated control-arm mounting points. The ZR2 sat two inches higher, carried oversized Bilstein shock absorbers and four-inch fender flares, and used progressive leaf springs and a Panhard rod to keep the rear axle composed. GM also worked with BFGoodrich to develop tires with a rounder shoulder and a longer footprint to improve steering feel.

The result was noticeably more refined than other 31-inch-tire trucks. A 195-horsepower 4.3-liter V-6 test truck reached 60 mph in 9.1 seconds and carried an EPA city rating of 17 mpg, one mpg better than a 160-hp Ford Ranger V-6. The ZR2 package added $1,685 to a $15,760 S-10 LS regular cab, and GM expected about 15,000 sales—roughly five percent of the S-10 line.

Why Chevrolet Wanted an Off-Road Image Leader

Why GM Spent $30 Million on a Niche Option

The business logic was not direct profit on 15,000 units. GM planned to spread the same ZR2 hardware across 1995 three-door S-10 Blazer and Jimmy SUVs and extended-cab S-10 pickups, amortizing the investment over more popular models. That made the package a platform bet as much as an off-road product.

Big Tires as an Image Product, Not a Volume Seller

GM chassis engineer Bob Store said many ZR2 owners would never go off-road and called the package the brand's image leader. Toyota and Nissan also offered 31-by-10.5 tire options despite low order rates, suggesting the goal was perceived capability and showroom credibility rather than volume.

The Trade-offs GM Chose to Manage

Bigger tires normally hurt fuel economy, ride quality and steering precision. GM addressed those problems with the new subframe, Bilstein dampers and BFGoodrich tire design. The ZR2 still rode louder and harsher than car-tire S-10s, but it was calmer than rivals such as the Ford Ranger on off-road rubber, showing how OEM packages compete through refinement as well as hardware.

What a 1994 ZR2 Package Tells Used S-10 Buyers

For Enthusiasts Evaluating a Used 1994 S-10 ZR2

  • A genuine ZR2 package was a $1,685 option on a $15,760 regular-cab S-10 LS with the 4.3-liter V-6, so it should include more than just larger tires.
  • GM targeted about 15,000 ZR2 sales, which makes original ZR2-specific parts such as the front subframe and Bilstein shocks worth verifying before purchase.
  • The tested 195-hp 4.3-liter V-6 posted a 17 mpg EPA city rating, a useful fuel-economy benchmark for the package.