GMC is on a roll regarding its image as Kelley Blue Book has named the brand the most refined in the industry for the third consecutive year.
The award is not bestowed by judges, but my actual consumer perceptions and data analyzed by KBB’s Brand Watch study. The comprehensive study provides insight on how shoppers identify important factors influencing their purchase decision and captures brand/model familiarity and loyalty among new-vehicle shoppers.
No surprises here that the award continues to be driven by the GMC Denali sub-brand, which continues to absolutely print money for GMC. The combination of luxurious features and plush cabins with a distinct rugged persona has continued to shape KBB’s opinion of the brand, and consumers, too.
“Premium quality and exterior styling are the top two reasons customers choose GMC vehicles,” said Duncan Aldred, vice president of GMC. “Unprecedented refinement and attention to detail provide our customers with a truly Professional Grade experience.”
How big is Denali? The sub-brand accounted for 23-percent of GMC retail sales in 2015. For some comparison, Denali alone outsells the entire Jaguar and Porsche lineup.