The largest US automaker, also the third biggest in the world, is adapting to recent customer demands that seek out especially pickup trucks, SUVs and crossovers by pushing forward its GMC truck brand.
The Detroit-based company now has plans to almost double its investment spending in the brand, with GMC so far usually pushed under the radar – even as the make was actually the Group’s No.2 by sales in the United States and also a big profit driver. The end target is now to lift the brand’s market share from three percent today to four percent in half a decade and to five percent within the next ten years. “To make that happen we’re going to invest hugely in the brand in marketing … and investing in portfolio options,” comments Buick-GMC chief Duncan Aldred. “We’re going to increase awareness of this brand.” General Motors has struggled to reshape the images of several brands in the group in recent years – starting with the luxurious Cadillac and moving to mass-market players Chevy and Buick.
GMC – a brand that is little known outside North America – has perhaps one of the cleanest images on the market, rivaling with Chrysler’s Ram as a make that mostly delivers great trucks and crossovers. The market’s growing demand for upscale content, features and versatile body styles has been right in the brand’s focus – in 2014 GMC’s retail sales jumped 12 percent to 437,514 units and total deliveries grew 11 percent to 501,853 vehicles. Even analysts point out that GM’s GMC is in a rather unique situation – with a strong upscale truck image.
Via Automotive News