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GMC will take its turn in the spotlight
The first brand-themed campaign from GMC in many years
October 11, 2014
Automotive News


DEL MAR, Calif. - GMC is planning a broad advertising campaign next year, an effort by General Motors to raise the profile of its successful, under-the-radar truck brand.

Duncan Aldred, U.S. vice president in charge of GMC and Buick, said he is working with ad agency Leo Burnett on a "big umbrella campaign" that will showcase GMC as a brand that stands for premium, refined trucks. Follow-on spots will feature individual vehicle lines using the same creative theme. Aldred believes the campaign will help GMC attract more non-GM buyers and speed its growth. GMC sales rose 10 percent through September, the strongest performance of GM's four brands.

Aldred is pleased with the advertising to support the launch of the redesigned Sierra pickup during the past year, which included one spot that likened the truck's steel bed to the material used in the hulls of submarines. "But it's not really breakthrough messaging," said Aldred, 44, a native of northwest England who took the Buick-GMC job after running GM's Vauxhall brand. "We've got to evolve that into something that builds the brand itself," he said.

The campaign will include a spotlight on GMC's fast-growing, upscale Denali subbrand, which commands luxury prices and draws young, affluent buyers. GMC has relied largely on word-of-mouth advertising from loyal customers to fuel the growth of Denali, which accounted for about 20 percent of GMC's 450,901 vehicle sales last year.

Aldred said GMC's advertising spending would rise next year but said he couldn't quantify the increase. He said it would be the first brand-themed campaign from GMC in many years and underscores the enthusiasm that GM's new leadership team has for GMC, which doesn't get the attention of Chevrolet or Cadillac despite solid profit margins and a strong brand identity. "There's a will within the company to say, 'Hey, let's see where we can go with GMC,' both short term and longer term," he said.

GM President Dan Ammann echoed that sentiment this month during a presentation to investors and financial analysts. "We talk much less than we should, frankly, when we talk about Buick and GMC," Ammann said, calling them "huge profit contributors." "We will be investing significantly in these brands to continue the momentum they have," he said.
 

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Aldred said GMC's advertising spending would rise next year but said he couldn't quantify the increase. He said it would be the first brand-themed campaign from GMC in many years and underscores the enthusiasm that GM's new leadership team has for GMC, which doesn't get the attention of Chevrolet or Cadillac despite solid profit margins and a strong brand identity. "There's a will within the company to say, 'Hey, let's see where we can go with GMC,' both short term and longer term," he said.

GM President Dan Ammann echoed that sentiment this month during a presentation to investors and financial analysts. "We talk much less than we should, frankly, when we talk about Buick and GMC," Ammann said, calling them "huge profit contributors." "We will be investing significantly in these brands to continue the momentum they have," he said.
Let's hope they put their money where their mouths are... Both Buick & GMC could be so much more than what they are today... They're both begging for more product. Give Buick a sedan and coupe above the LaCrosse (Park Ave & Riviera, Omegas?), the Opel Cascada (supposedly on its way), the Opel Adam (rename it "Atom" for the North American market, as "Adam" has no meaning with Buick), and the next version of the Astra GTC... At least we know the "Envision" is coming next year, which is greatly needed...

GMC should get products that may have been meant for Hummer... A new Jimmy or Envoy based on the Canyon, a Wrangler competitor, a "real" off road sport truck...
 

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A very good news! In the next 18 months, GMC will have at least 4 releases: Canyon (Diesel, and potentially Denali version), Terrain redesigned, new generation of Acadia and Sierra freshen (MY2017). That's enough to keep pace with current growth.

I'm glad you have not been limited to providing the Buick Envision because of the Terrain! Both products can share showroom, provided they are properly focused.

Mark Reuss said at the recent meeting with investors that Terrain will remain "wild child" in terms of design. That's the right direction: Envision with its discreet and elegant design, can be focused on the more conservative buyers; while the Terrain with its robust and square style should appeal to a more open and sophisticated clientele. How about a version All-Terrain, anti Cherokee Trailhawk?

GMC has several options to grow. I agree with the view of a new Envoy based Canyon, but with a different style both outside and inside; as in the case of the Sierra and Yukon.
 

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GM President Dan Ammann echoed that sentiment this month during a presentation to investors and financial analysts. "We talk much less than we should, frankly, when we talk about Buick and GMC," Ammann said, calling them "huge profit contributors." "We will be investing significantly in these brands to continue the momentum they have," he said.


So, they finally admit they ignore Buick compared to Chevrolet and Cadillac, even though Buick is their number one make in their number one market and has the potential to be much more than it already is in the US.
 

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So, they finally admit they ignore Buick compared to Chevrolet and Cadillac, even though Buick is their number one make in their number one market and has the potential to be much more than it already is in the US.
I'd also say that since GMC is doing so well without traditional brand advertising, should they then put the money into alternative types of advertising? I don't know what that would be, but just a thought. Possibly part of the allure of GMC is that there ISN'T significant brand advertising (though there is specific model advertising) and by doing too much advertising might scare off part of the people who like GMC because they don't do a lot of brand advertising.
 

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GMC will take its turn in the spotlight
The first brand-themed campaign from GMC in many years
October 11, 2014
Automotive News


DEL MAR, Calif. - GMC is planning a broad advertising campaign next year, an effort by General Motors to raise the profile of its successful, under-the-radar truck brand.

Duncan Aldred, U.S. vice president in charge of GMC and Buick, said he is working with ad agency Leo Burnett on a "big umbrella campaign" that will showcase GMC as a brand that stands for premium, refined trucks. Follow-on spots will feature individual vehicle lines using the same creative theme. Aldred believes the campaign will help GMC attract more non-GM buyers and speed its growth. GMC sales rose 10 percent through September, the strongest performance of GM's four brands.

Aldred is pleased with the advertising to support the launch of the redesigned Sierra pickup during the past year, which included one spot that likened the truck's steel bed to the material used in the hulls of submarines. "But it's not really breakthrough messaging," said Aldred, 44, a native of northwest England who took the Buick-GMC job after running GM's Vauxhall brand. "We've got to evolve that into something that builds the brand itself," he said.

The campaign will include a spotlight on GMC's fast-growing, upscale Denali subbrand, which commands luxury prices and draws young, affluent buyers. GMC has relied largely on word-of-mouth advertising from loyal customers to fuel the growth of Denali, which accounted for about 20 percent of GMC's 450,901 vehicle sales last year.

Aldred said GMC's advertising spending would rise next year but said he couldn't quantify the increase. He said it would be the first brand-themed campaign from GMC in many years and underscores the enthusiasm that GM's new leadership team has for GMC, which doesn't get the attention of Chevrolet or Cadillac despite solid profit margins and a strong brand identity. "There's a will within the company to say, 'Hey, let's see where we can go with GMC,' both short term and longer term," he said.

GM President Dan Ammann echoed that sentiment this month during a presentation to investors and financial analysts. "We talk much less than we should, frankly, when we talk about Buick and GMC," Ammann said, calling them "huge profit contributors." "We will be investing significantly in these brands to continue the momentum they have," he said.
Great to hear that GM has finally "discovered" the GMC brand.

Now it is time to feed it and not talking about a rebadge here or there, GMC needs it's own product that is shared with no other GM brand and going forward shares as many vehicles with Cadillac as it has with Chevy in the past.

GMC is capable of doubling sales in the U.S. if given product and can easily eclipse 1,000,000 sales and can spearhead a sales resurgence in Canada along with Buick.

Global sales growth potential for GMC is extremely high and capable of ADDING $55,267,500,000 to GM's balance sheet every year with the right product, no other GM brand can match in the same time/cost restraints, primarily due to GMC's ability to be a "complimentary" brand to Buick in China, Vauxhall in the U.K. and Opel in Europe and Japan, provide Holden with new product and grow sales in the Middle East.

GMC needs to ADD product to take on Jeep's new products head to head and start with the following.

1. GMC Scout vs Fiat Panda (Rumors Jeep will add own "version") - based on Adam Rocks
2. GMC Syclone vs Jeep Renegade - based on Mokka
3. GMC Safari (H3) vs Jeep Wrangler (4-Door) - based on global Trailblazer
4. GMC Canyon All Terrain (H3-T) vs Jeep Pickup (Rumored to be coming) - Canyon deriative
5. GMC Envoy vs Jeep Grand Cherokee - ALL NEW GMC EXCLUSIVE Uni-Frame Global SUV
6. GMC Envoy XL vs Jeep Wagoneer - ALL NEW GMC EXCLUSIVE Uni-Frame Global SUV

All Denali products will add "Premium Trim" Option with up-level interior trims, suspension/brake and powertrain upgrades (S/C V8, TT V6 and Turbo-Diesel).

Safari and Canyon All Terrain get introduced in U.S. ASAP.

GMC Canyon, Terrain and Acadia need to be introduced into Opel/Vauxhall dealers with RHD versions for Vauxhall ASAP, new Granite, Scout and Syclone get introduced in Europe with RHD and Turbo Diesel. Sierra and Yukon available on "special order" only.

GMC Canyon, Terrain and Acadia added to Buick Chinese dealers with Sierra and Yukon available on "special order" only.

Envoy developed and added to U.S. Lineup ASAP and Global markets like China/Europe immediately after.

Other new GMC Product:
7. GMC Granite/Denali Based on Opel Meriva with conventional doors.
8. GMC Sonoma/Denali - Envoy based Pickup similar to Jeep Comanche for light weight truck with excellent on road performance in Denali Trim.
9. GMC Sonoma All Terrain - Envoy based Pickup with excellent Off-Road (Pre-Runner Truck) performance.
10. Yukon Alpha (H2)
11. Sierra Alpha (Raptor)
12. Savana/Denali Van - New Mid-Size Global Van in FWD/RWD/AWD format with Denali

Existing vehicle focus on Jeep and some new targets.
GMC Terrain vs Jeep Cherokee
GMC Terrain Denali vs Land Rover Discovery
GMC Acadia
GMC Acadia Denali vs Acura MDX and Audi Q7

GMC also adds "Hybrid" (Voltec) Sequel and All Electric Strobe based on Granite/Syclone.

GMC is capable of extreme growth rates in global markets at high profit levels, GM needs the cash for future products.

GMC just needs those products and the cash will flow like water from a fire hose.
 

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Did GMC drop the "professional grade" tagline yet? I always thought that was a weird tagline to have when GMC makes a lot of money from civilian customers and the Denali line.
 

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Let's hope they put their money where their mouths are... Both Buick & GMC could be so much more than what they are today... They're both begging for more product. Give Buick a sedan and coupe above the LaCrosse (Park Ave & Riviera, Omegas?), the Opel Cascada (supposedly on its way), the Opel Adam (rename it "Atom" for the North American market, as "Adam" has no meaning with Buick), and the next version of the Astra GTC... At least we know the "Envision" is coming next year, which is greatly needed...

GMC should get products that may have been meant for Hummer... A new Jimmy or Envoy based on the Canyon, a Wrangler competitor, a "real" off road sport truck...
Good ideas.

Like the "Atom" name for Buick and yes, both Buick and GMC need more product as they are capable of delivering a ton of cash to the bottom line in a short time with far less risk.
 

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Did GMC drop the "professional grade" tagline yet? I always thought that was a weird tagline to have when GMC makes a lot of money from civilian customers and the Denali line.
No

Why "fix" what is not "broken"?

Most people I have asked about it may not totally understand what it means, but do think it "fits" GMC's product that has a "tailored" or "professional" look to them, has the "right" features at an acceptable price point and perform well.

Never try to "figure out" or "understand" what is working in the market, it is far more difficult than anyone understands to "hit it right" in a market and many taglines that work do not make sense to everyone.

As BMW recently discovered, just because a tagline is old, does not make it any less effective, same for taglines that make not "connect" with everyone.

If it is "working" leave it alone until it stops, and GMC's "Professional Grade" tagline is still working as the sales results prove.
 

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If they use this styling:



To create a proper RWD replacement for this:



They'll have my attention. Until then, cars like the Acadia and Terrain simply aren't good enough for a "Professional Grade" brand like GMC.
 

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If they use this styling:



To create a proper RWD replacement for this:



They'll have my attention. Until then, cars like the Acadia and Terrain simply aren't good enough for a "Professional Grade" brand like GMC.
Agree that the Envoy needs to look more like the Yukon.

True the current Acadia and Terrain while good designs, need some "upgrades" to become "Professional Grade" and why future versions need to be GMC/Cadillac designed where the GMC version has a Denali version with exceptional on-road handling and foul weather driving capabilities with an Off-Road Alpha version capable of Land Rover levels of Off-Road performance.
 

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I hope going forward GMC gets some differentiation and NOT on the back of Chevy like they have bean doing lately
They most definitely need new and unique to GMC product and like you say not on the back of Chevy. I wish also that since they are in the same dealership, Buick would get more attention in terms of product as well(excluding things we already know about). Quixote88 has a good starting point in his post.
 

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GMC (8 new trucks in in 5 yrs) (My Plan)

1.) Jeep Wrangler competitor: 4WD mix of small displacement turbo 4 cylinders and 3.6 V6 from Colorado.
2.) Envoy: Keep name it had a great perception in the market. 3.6 v6, 3.0 v6 turbo, 3.6 turbo
3.) Envoy based Avalanche style: based on colorado platfrom crew cab and 5ft bed 3.6 v6 & 3.6t
4.) Colorado Raptor competition: 5.3 v8
5.) Small Commercial Van
6.) Large Commercial Van
7.) AWD buick encore except with an inch lift and a 2.0 turbo aka Granite
8.)Syclone/Typhoon v-sport v6 turbo awd body kit no denali version straight street sportsters
 

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GMC has done particularly well for nothing more than a badge engineered brand. It's great that GM sees it fit to give it more boost and maybe, just maybe, put a vehicle that is not a Chevy rebadge in there.
 

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Professional Grade Lies.

There is nothing different about GMC and Chevrolet other than few more dents and better fake wood on the inside. But idiots slurp them up - just like Honduh owners. Fools.
 
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