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.
Comments
Together, GMC and Buick have the power to be the quality and design leader ahead of Lexus.
Some of this goodness must trickle down to Chevy so that the view tie becomes, like Toyota, a global high quality and desirable leader.
Steve as I enjoy your idea. But what is trickling down to Chevrolet? the interiors that are nicer in the Denali?
So you are saying the bells and whistles trickling down?
GMC is as you know a Chevrolet with a little different sheet metal and more premium features.
Buick has a vehicle that is really the Chevy Trax.
Chevrolet’s quality is massively on the rise. I think it’s just the consumer getting aware of it.
Please elaborate as I may have missed your point,
DeliveryMan
I totally agree with you Sean . And I agree with KBB . In our family I am the GMC guy and my brother is all out Chevy . I know some people don’t think the Denali versions are worth the extra cost but , there is a reason GMC sells so many Denali’s . It’s the best you can buy from GMC , they look better , ride better , and usually have more safety features than a regular truck . I love my Terrain Denali ( 2016 ) , and an added feature is with as many Terrains that have been sold since 2010 you’re not as apt to see as many Denali versions on the road . Plus it seems that the truck is much better put together . The sheet metal gaps are tight and straight and the interior parts fit and finish are very good .
Well this is a mark of excellent marketing and image building.
The truth is the Chevy trucks and SUV models are just as refined and of equal quality.
I am an owner of a Terrain and I know the Terrain and Nox inside and out. I know good and well they are the same vehicles with some very minor changes. Even the Denali mostly amounts to some added chrome lighted rockers, improved front struts that most people really never notice and some stitching. Yet while it really does not change the quality of the vehicle it does change the perception from those who really do not understand that it is till mechanically the same as the SLT2.
Not only are these vehicles mechanically nearly identical between divisions but they built on the same lines by the same people using the same tools etc.
But add some chrome, Add some projection lights, add some larger tires and better looking trim on the interior made of the same material then you market it well it will get people to perceive it as better.
I have owned GMC vehicles for years and know first hand they are no better or worse than any Chevy but I have always like the changes in trim better than most Chevy trucks.
To me GMC is executing what GM as a whole needs to do. They are convincing people that this is a better product than Chevy and other products with good marketing and good design. Easy to say but hard to execute effectively.
They have done this so well I am sure someone will be so convinced that they will want to argue GMC really is better when the truth is they are basically the same. That is something that is a good indicator of how well they have done their marketing.
How people persevere things mean more than how good they really are. The Germans have gotten away with this for years. I remember the Orange peel on the paint on the German cars. While it really was just a bad paint job many people because they perceived German cars being higher quality though it was a sign of better paint because it was thicker. I spoke to an engineer at Ford who said they had done studies on this and even added orange peel to their paint in the late 80’s to give the same impression. He noted they could have done a better paint job but people though the orange peel was a sign of quality since they saw it on the German cars.
Real quality and perceived quality are two different things.
Oh and if you really want a good example of how something looks can be perceived as being higher quality. Just look to the new Canyon.
The Canyon interior is the same as the Colorado in materials. Now note you can get a Chevy pretty much in black and dark gray or some blue cloth.
Now note the Canyon can be had in a brown and tan with fake carbon fiber trim or black plastic wood trim over the simple looking plastic. Now the Canyon is not better physically but it looks so much better offered in a lighter color of leather and better looking plastics. I may buy a Canyon only just because of this reason. The Chevy while a nice interior look cheap and uninspired due to the dark colors and no real options at this point.
I do hope GMC does add higher level of content and quality of materials to add to their products and set them farther apart from Chevy. But with sales so good and cost to build each nearly the same with more profits from GMC they may not do a lot right away.
The GMC brand has always been able to hold its value, especially the Denali editions. I am a big fan of the progress that GMC has had with regards to their interior styling and exterior upgrades. I can remember growing up and only seeing GMC vehicles parked in the driveway. My family was a huge fan of the brand and still are to this day. I definitely recommend upgrading if you have an older GMC, or if you have another brand of an older model, test drive a new GMC and you will be hooked. Get your vehicle appraised properly though and ensure you get what your vehicle is worth. The KBB has a great tool for this. You can also get free KBB values from VehicleHistory.com right now. https://goo.gl/pZyv3L