Two-thousand fifteen will be the Year of the Sheep according to Chinese Zodiac, but in Detroit it will also be the year of GMC as General Motors tries to raise GMC’s stock on the public stage.
U.S. vice president in charge of GMC and Buick, Duncan Aldred, told Automotive News that he is working with ad agency Leo Burnett on a “big umbrella campaign” that will present GMC as a premium, refined truck brand, to be followed by spots featuring individual models.
“We’ve got to evolve that into something that builds the brand itself,” said Aldred. “The hard bit is breaking through and getting people to recognize it.”
The UK-bred Aldred feels the campaign will help GMC attract more non-GM buyers and help the brand grow. Currently, GMC sales are 10 percent stronger to date for the calendar year compared to the same time period last year − the strongest sales performance of all of GM’s four brands in the U.S.
The new campaign will include a spotlight on GMC’s upscale Denali sub-brand, which has relied on word-of-mouth advertising from loyal customers to draw in young, affluent buyers. Denali package-equipped GMCs have accounted for about 20 percent of GMC’s 450,901 vehicle sales last year.
Aldred also said this new campaign would be the first brand-themed GMC campaign in many years. He emphasizes executive commitment for the brand, which tends not to receive the same glory like Corvette or Cadillac but continues to turn strong profits.
“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 added.