Will GMC's Brand Makeover Include a Jeep Fighter?

Steph Willems
by Steph Willems

We’ve all seen the ads. Glistening GMCs plying the streets of Manhattan as Eminence Front swells in the background, broadcasting loud and clear to urban car buyers that we’re here, we’re trucks or truck-like vehicles, get used to it.

Boosted exposure is a big part of GMC’s plan to grow sales and brand recognition, but the next phase of the automaker’s revamp could see it take on Jeep.

GMC’s plans for the future are starting to become clear, and while it looks like a small crossover is out, a small SUV could be in. Speaking about the company’s two-phase plan, GMC brand chief Duncan Aldred told Automotive News that Jeep’s runaway success might need to be countered.

“I do think GMC has got the brand equity and brand character in many respects to give customers a really good alternative to Jeep products,” Aldred said.

Industry sources told Automotive News that GMC is in the early stages of crafting an SUV that will borrow the frame of the GMC Colorado midsize pickup. Analysts agree that Jeep is the most likely target for the automaker, though sources say the rumored SUV wouldn’t arrive until 2020 or later.

GMC sales hit an 11-year high in the U.S. last year, so the newfound exposure seems to be working. The high-end Denali line, which Aldred pushed in order to boost the brand’s profitability, now makes up 20 percent of sales.

Still, it’s new products that grow excitement. The GMC Terrain and its Chevrolet twin, the Equinox, are expected to shrink in size when the next generation bows in 2017. Those models will ride atop the Chevrolet Cruze platform and could source the 1.5-liter turbocharged four-cylinder from the Malibu.

Plans for a smaller crossover inspired by the Granite concept vehicle fell though, possible because sales could overlap with the Chevy Trax and Buick Encore. Aldred wants it, but it seems that General Motors executives aren’t keen on the idea.

[Image: © 2015 Mark Stevenson/The Truth About Cars]

Steph Willems
Steph Willems

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  • Baconpope Baconpope on Jul 19, 2016

    GMC needs to get back in the RV business--a place where they truly excelled. Outside of the Oldsmobile Banshee and the ZR2, GM has never tried to produce a "serious" off-roader. The diesel Canyon could make a stellar platform for an off-roadable RV with lots of room for profitability.

    • Hummer Hummer on Jul 19, 2016

      Huh? GM produced the H3 remember? Front & rear lockers, full time 4WD w/ 2 speed transfer case standard. Additionally they farmed out two amazing off-roaders from AM General to sell. These vehicles laugh at the doll-up package that was the ZR2.

  • Maserchist Maserchist on Jul 20, 2016

    A very attractive grille on the articles picture only has 3 big things wrong with it (sung to the music of The Grinch who stole Christmas) I repeat " G. M. C. ".

  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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