Today, GMCÂ unveiled “Precision,” an advertising campaign theme that highlights the attention-to-detail perception of the brand. The cornerstone has really shown through and helped elevate the brand since the launch of the “Professional Grade” tagline 15 years ago. Which, by the way, is not going anywhere. Yet things may have come to a point where “Professional Grade” is no longer needed to be stressed during every thirty second spot any given Sunday.
“Precision” seems to come in as an effort to highlight GMC’s upmarket appeal with the Denali sub-brand. And rather than focusing on cutaway cab trucks and panel vans as history would suggest, GMC is targeting a five percent market share in the United States in the next 10 years, with 25 percent of those sales to encompass Denali models within the next three years. Denali is currently selling at 23 percent of all GMC sales volume in the United States, while ATP is growing at an annual pace that’s double the industry average — around a $3,000 increase year-over-year for Big Red. So if anything, a 25 percent sales target for Denali in three years should be easier than putting on an Old Glory t-shirt.
Yes, it appears the market has spoken, and with the Denali sub-brand getting ever-more popular, it seems the GMC brass has decided that it was time for the marketing department to answer.
As a part of today’s announcement, GMC is launching its first ad revolving around the “Precision” theme. “Fastball,” the first of three new Leo Burnett ads, which is part of the debut wave of the campaign, features San Francisco Giants left-handed relief pitcher Jeremy Affeldt as “painting” corners of the strike zone with his pitches. Otherwise known as a “Rembrandt” in baseball terminology. Though while many MLB pitchers can strike out a batter, it’s the precision of Affeldt’s throws that makes him special. Just as the precise French stitching on the leather seat of a GMC Sierra Denali helps make the truck special. In the closing scene, the entire GMC showroom fleet is showcased — for the first time in an ad since the “Professional Grade” launch.
Following suit, the second ad, dubbed “Swish” portrays Harrison Barnes of the Golden State Warriors, as he sends a ball clean through the hoop without touching the rim; another “Precision” metaphor that discerning buyers look for when scoping out a GMC product. The third ad, titled “Sharp,” will focus more on the fashion-oriented male buyer that can appreciate the attention to detail found in the likes of Denali vehicles.
The new marketing campaign and upcoming marketing efforts to follow in the near future represent roughly a 50 percent spending increase for the GMC marketing department, approved by the GM Board of Directors. And it doesn’t stop there, as Vice President of the GMC and Buick brands, Duncan Aldred, continued to hint at the storied truck and SUV brand exploring new segments, with the highest priorities being the ever necessary, high-selling compact and subcompact crossovers. Things like fleet work trucks and vans fall far lower on Aldred’s list, while pushing the Denali envelope remains fundamental. Whether or not a broader product portfolio will translate into rivals to some models offered by Jeep is still unknown, but that’s the general desire by SUV enthusiasts and automotive media alike. At any rate, GMC and Buick will have their annual dealers meeting in Las Vegas soon, and aims to “spell out” what’s happening and what’s to come.
Aldred also noted during a small press conference today that GMC also received more funding to grow its product portfolio, but don’t look for any all-new models to launch this year. However, there’s an expectation of a slightly updated 2016 GMC Terrain coming to the 2015 New York Auto Show.
Comments
Great News about the Increased Moarket Share at GMC…Very much Deserved. I have every intent, to purchase a new GMC Sierra 1500 Series Double Cab, this Summer 🙂 I would have done so already, but some health issues, got in the way. I am semi-retired, self employed, for over 30 years…I grew up loving Chevy and GMC, and have leaned farther and farther, to GMC, as the line, does have that ‘Professional upper level Feel’, or as my wife puts it, the Chevy is the Cowboy’s ride, and the GMC IS FOR THE Rancher, a little more grown up, yet style, power and integrity are all over it. We would love a Denali, in Stone Blue Metallic, with Cocoa Dunes Leather…with that awesome 6.2 V-8 , hooked up to factory Installed Borla exhaust, which we would love, pamper, take road trips with, and keep forever…But, it is the three of ‘Us’, and no more.,,my wife, our precious Chi-terrier, and myself…and We like Double Cabs…that But is, that the gorgeous GMC Denali, is Not available in the beautiful Double Cab configuration…So maybe, just Maybe, GMC might read this, and realize, their are a lot of ‘Empty Nester Ranchers’ out here, that would step up quickly, to Purchase a Denali Double Cab,
My commentary, was so Anxious to Post…It Posted before I was done lol I just wanted to close, with suggesting, that the color choices, for a Double Cab Denali, be limited, and Sportier, than Suttle, such as the awesome Stone Blue Metallic, the always loved, White Diamond, Fire Red, Onyx Black and one more…and that amazing 6.2 V-8 :-). Thanks for listening, DVB, in Nevada.
GMC is the perfect place to try new risky things. It has the price point to handle lower volumes and they also need to diversify to put space between them and Chevy. Also they need some smaller more fuel efficient products going into the future. This is where things like a 4 cylinder jeep like model will help.
I would like to see GMC do some focused trail rated models to really compete head to head with Jeep.
As long as Denali doesn’t get diluted in the same regard that Chevy let happen to the ‘SS’ moniker. It already sort of happened with the weak presentation of Denali on the Terrain.
The Denali has been diluted on nearly all models from what the concept originally was. The first had AWD systems not 4×4 and they got bigger engines and options you could not get on lesser models.
Today it is special trim and not much else. While great for profits the customers are paying a lot for some extra chrome and stitching. The Terrain is not any better or worse than most other versions at this point.
I really would like to see them add some features that make the Denali line special other than trim again. I really would love to see them use an advanced AWD system on each model and a few extra HP. For the price they are charging they should be able to do that and still make a few extra bucks.
Lets put it this way. I hate extra chrome and right now there is not a Denali package that offers a feature that would make me step up for the price over a SLT2. Hey even AC seats heated steering wheels and other features like this should be standard in all.
Eh, GM or GMC is nothing more than dealership logistics and more importantly the Denali trim. Unfortunately, Denali is the GM-GMC equivalent to GM-GMC’s other brand Cadillac’s Escalade. Many have thought that Cadillac should just spin off Escalade as it’s own brand and the GM Denali as it’s own brand as well. Sadly, Chevrolet is lost in the shuffle of Denali and Escalade. Such a bizzare deal.
Nothing against the actual product, but this may be the single worst advertising campaign I have ever seen in my life. The Account Exec from Leo Burnett and whatever GMC Bozo executive that signed off on it should both be fired.
Your “Rembrandt” reference is a stretch, at best. I’ve never heard the term before these ads.
Who doesn’t love to watch him work? Me. And the 50% of men (and higher percentage of women) who hate watching baseball. Not to mention the MLB fans that would prefer a little offense rather than watching a pitcher try to throw at the corners all night.
And why would you start running this ad at the beginning of the NCAA Tournament and then start running your basketball ad near MLB opening day.
The concept and the execution are just plain stupid.
The Masters starts Thursday. God help me if I see something that starts out, “We’ve been thinking. A guy who wears a white jumpsuit and carries a golf bag is called a “Caddy”. Who doesn’t love to watch him work?”
I might shoot my TV.
I googled “GMC”, “Rembrandt”, and “awful” together and arrived at this page. And was in such agreement with the above post, I created an account just to reply here! Your words capture it exactly, complete and utter bozos were responsible for this steaming pile. I’m actually a baseball fan and still hate this commercial. If anything, it serves as an example of what happens when agencies overbrain everything and instead spoil the product. I’ve learned nothing of value about the vehicle, instead some bozo narrator tries to lecture about this term “Rembrandt” which all of a sudden is supposed to be magically imbued with extra special meaning, applied to a player that no real baseball fan really even cares about. The only positive about this ad is the music, by the Who. The music in this commercial is good but there’s absolutely no chemistry between it and the rest of this ad. So now this commercial has tarnished three things: GMC, baseball, and the Who. I’d call that a strike-out. Even if I liked the GMC they’re supposedly trying to sell, this commercial has steered me away from it.
Good lord, man. You are so right. This encapsulates all i’ve been feeling/thinking since the beginning of the campaign.
It’s almost as if the copywriter ‘knows’ English, but is still somehow completely foreign to the match of language and logic. The “Rembrandt” thing — well, no. I watch 120 baseball games a year. I’m 48 years old. I don’t recall ever hearing anyone use this expression. Yes, pitchers “paint” corners. But, no pitcher has been called a Rembrandt in the past 40 years. But, whatever. The premises for all of these spots is ridiculous. They choose something they say is ‘awesome’ and then say GMC is awesome because they recognize they awesomeness of the completely independent thing. Sure.
Back to the Logic/Language thing. Another annoying spot is the one with the ‘sharp-dressed man.’ Something about how being ‘sharp’ in sartorial prowess somehow equates to ‘precision.’ That, there, is not a logical semantic move. Has anyone ever been described as a “precise” dresser? Then, they go on to equate the ‘sharp’ dress to being able to ‘cut’ through a crowd. Oof.
Sad thing about these is that not only did someone decide the copywriter was qualified to produce these, but then the ‘higher ups’ weren’t qualified to dismiss/correct/edit the copy. THEY didn’t know enough to say No. A sad indictment on our culture, in a way…. Whatever. It’s all just lazy, bad writing, but then again, it’s an American car company, selling more crap to an idiotic American audience. As an American, i’m insulted, but i still realize the approach and execution isn’t likely dumb enough to actually offend the targets….
Until this has run its course, i will continue to lunge for the remote and stab at the mute button. Hope i don’t pull a muscle.
*Just to ‘qualify’ my comments: I’m a writer. I have worked in advertising. I have written produced commercials. But, that’s all irrelevant. I have (at least) half a brain. That’s enough to have me ‘disturbed’ by this sh..tuff.
Hello, why is it GM can produce this type of design innovation and performance in the Camaro and other lines, but fall just short of F150 when it comes to 1500 trucks?
I currently own a 2015 GMC Denali Sierra which is in many ways an impressive vehicle, but I just got my first look at Ford F-150 Platinum last night and was blown away at the features. Lighted illumination throughout, electric assist steps, panoramic sunroof, 360 cameras, adaptive cruise control, console mounted shifter, electric remote tailgate release, and much more. The Ford truck out runs, out carries, out pulls and out looks my Denali for around the same price. What in the hell is going on with your truck designers? Why are you letting Ford out gun GM truck design? There is a reason the F150 out sells all other trucks by itself alone! I have always been a GM guy, but I’m not sure how much longer I’ll continue to over look Ford when they have begun to build a truck this nice. By the way, Ford has been doing this for many years now so it should come as no surprise what you were up against when redesigning in 2014. In my business heads would roll and firings would begin. Ford is kicking GM’s ass still in trucks. Please tell me why this is continuing and GM allows this.
Go drive and really study the opulent Ford F150 platinum and tell me what you think. I was absolutely blown away by what I saw last night. This comes after I just spent 60,000 dollars on a new Denali 4×4. Come on GM! Is it necessary that you steal a few Ford design engineers? I’m being sincere here.
Thank you for your time.
Ford is not going to let up!
Jim West, Concerned GM customer
Sent from my iPhone
GM has a long long way to go to get rid of my definition for their logo. I call it Generally Mediocre. I used to be a GM owner 100% and would not drive anything but GM – but after many huge losses and problems with GM vehicles – I decided to buy anything but GM. While GM still put out junk, did not fix known issues, knowingly let people die by not fixing safety issues, bad paint and more – Most others were continually improving, had much better reliability and designs.
My other trucks and cars have been rock solid. It would take a free vehicle from GM to get me to drive one now.
I am planning on ordering a 2016 soon. It will not be GM.
Precision? Not a chance. Not even close to it.
The use of precision is incorrect…precision refers to getting the same result each time…it has nothing to do with accuracy, which is what throwing a strike is. You can be precise by throwing a pitch low and away 100 times and you would be very precise but you would not be accurate. Please don’t dumb down an already dumbed down audience by perpetuating ignorance….there is already too much of that!
http://cdn.antarcticglaciers.org/wp-content/uploads/2013/11/precision_accuracy.png
I’m still amazed that they create a commercial that features the word “precision”, and then use a voice actor that repeatedly mispronounces it as “per-cision”. Like, how precise can they be if they let little details like that pass by them?
Cynthia,
That’s why Ford has been able to beat GM so handedly is because Ford really does pay careful attention to little detail. It shows in the Platinum, Limited and KingRanch models. GM was getting closer with the 2016 refresh, but the high end trucks and so ill equipped compared to the Ford high end trucks. No push button start, rear AC/heat vents, adaptive cruise control and a list of other immeneties. When you see one of these Fords next to a GM high Countrt or Denali, know that the Ford beats it in every single category from Luxury to performance to safety and the Ford can be bought with better incentives as well. Better resale value also! GM has snubbed thier noses at us and ignored us one too many times and lose customers one by one every week.
My 60,000 dollar Denali has a bed that is mounted counter clockwise with 1″ difference on each side between the cab and bed. Precision grade! In addition to all this GM lowered thier incentives and warrantee to 60k from 100k. My next truck will be a Ford Raptor.
Stupid GMC Acadia commercials…you do NOT need a “maestro” to conduct some simple bowing by a string section, plus the sub-Phil Collins (Something in The Air Tonight) drum part, then the sequencer kicks in…trivial and anything but “precision”…no audience would give a standing ovation for such drivel…contrived, pretentious garbage.
You’re holiday commercials featuring a woman who purchased ridiculous Christmas lawn fixtures having a conversation with another woman who “had to buy this”(a GM vehicle), borders on the absurd. This is followed by a bozo stating “let it pro” three times. The worst thing of all, is that I have to look at this nonsense every half hour. Would this encourage me to buy a GM product? I don’t? Think so.