Up to the minute of yesterday’s big 2019 GMC Sierra AT4 reveal, just about everybody figured that the brand would have stuck with the relatively fresh “All Terrain” nomenclature. Yet as it turns out, the All Terrain badge will be put to pasture, and make way for “AT4,” a new badge designated for every off-road variant scheduled to roll out across the entire GMC lineup.
“(All Terrain) will phase out, and in will come AT4,” said GMC Marketing Vice President Duncan Aldred, at the 2019 Sierra AT4 reveal. However, AT4 won’t be as simple as a rebranding, or a name change. Aldred eluded to GMC AT4 models taking off-road capabilities for the brand closer towards a territory largely monopolized by the popular Jeep brand, but stopped short at suggesting that attacking Jeep is the mission of the AT4 sub-brand.
“It is different (than All Terrain). It is all-wheel drive only, it has extra capability (compared to All Terrain),” Aldred said. Even the upcoming Acadia AT4 will see upgrades from the Acadia All Terrain it will eventually replace, he shared with GMAuthority, but details are currently scarce.
“Everything will have more capability, appropriate to the vehicle.” To put it another way – don’t expect a 2-inch lift kit on a future GMC Terrain AT4 (which narrowly avoids being called the Terrain All Terrain). As for which GMC vehicle will be designated to receive the AT4 badge next, Aldred and company are keeping that one close to the chest for now.