Small GMC Crossover A No-Go For Now, Says GMC
11
Sponsored Links
The topic of a subcompact GMC crossover called the Granite has been on our minds for quite some time now. Last we heard, such a vehicle has yet to receive the green light from GM, making us wonder why GMC has not yet capitalized on the highly-lucrative sub-compact crossover segment.
As we write this, the smallest vehicle in the lineup is the GMC Terrain – a compact utility vehicle. Hence, GMC has nothing in the subcompact CUV space, a segment that includes the likes of GM’s own Chevrolet Trax, Buick Encore, and Toyota C-HR. The segment is currently seeing significant growth, so it would make sense for GMC to capitalize, right?
2017 Buick Encore subcompact crossover
So we asked Mark Alger, Regional Marketing Manager at GMC Canada, if a GMC crossover below the Terrain is something GMC is planning on exploring in the near future. This was his response:
“I’m going to give you a definitive no on that one. We want to position GMC as a premium brand, focus on our trucks and capitalize on the AT4 name. We recently announced that we’ll be opening up the AT4 variant to all our products. This is where our focus is at right now.”
Chevrolet Trax sub-compact crossover
This would make sense given that GMC is continuing to redefine itself in the premium space, and the AT4 variant of the GMC Sierra has garnered a significant amount of interest as a product between a conventional light duty truck and a full-on dune-jumping machine like the Ford F-150 Raptor.
However, by preventing the GMC brand from going small, General Motors is missing out on a massive opportunity. The numbers speak for themselves: U.S. sales of subcompact crossovers are up six percent in the first half of 2019. Chevrolet Trax sales increased 43 percent to 89,916 units in 2018 compared to 2015 levels, while Buick Encore sales have catapulted 191 percent to 93,073 units in 2018 compared to 2013. Together, the Trax and Encore typically make up either the best- or second-best-selling subcompact crossover SUV franchise in the United States.
Upcoming Buick Encore GX is slightly larger than the “regular” Encore subcompact, but smaller than the compact Envision
Those models will are expected to continue seeing huge amounts of success, as GM prepares to launch new sub-compact crossovers based on new VSS-F platform – the Buick Encore GX and Chevrolet Trailblazer. In North America, both the Encore GX and Trailblazer will continue being sold alongside the current, first-generation Encore and Trax.
Philippe-André Bisson of GM Canada product communications also remained firm on GMC’s plans. While acknowledging that the Granite name has been trademarked by GM several times, he claims such a vehicle is currently not part of GMC’s short to medium term plans.
Upcoming Chevrolet Trailblazer is slightly larger than the “regular” Trax subcompact, but smaller than the compact Equinox
Even so, it is typical of corporate communications personnel to remain tight-lipped about future products, and these answers don’t surprise us. But the fact that we are being told a definite “no” seems to serve as an indicator that a subcompact GMC crossover isn’t on the horizon, despite the fact that GMC boss, Duncan Aldred, thinks such a model would expand the brand’s appeal.
2010 GMC Granite Concept
GM rolled out the GMC Granite Concept back in 2010 as a small hatchback, but the model never made it past the exploration phase and was shelved.
We’ll have to keep a close eye on the matter as it evolves, as we typically do. In the meantime, subscribe to GM Authority for more GMC Granite news, GMC news, and around-the-clock GM news coverage.
- Sweepstakes Of The Month: Win a Corvette Z06 and 2024 Silverado. Details here.
Sponsored Links
GMC probably doesn’t know what market segment that their CUV would go after as Chevy has the sporty segment while Buick has a more upmarket luxury segment; but given it’s appearance, one would think that GMC could possibly go after the utility segment meaning it wouldn’t target a niche market as much as being appealing to everyone who may want a small CUV.
Here is my perspective on this. GM wanted GMC to have the small CUV but GMC wants to go more upscale and Off Road.
The last thing a marketing rep at GMC wants to do is have to compete with a Buick and Chevy and that is all this would do in a small model like this. While GMC may lose the money the odds are great the customer who would have bought this will still buy GM from one of the other 3 divisions.
The problem is GM never knew what to do with Pontiac. They never understood Pontiac and that is why Pontiac died. GMC is in the same boat. They want to do their own line of non competing products at GM but GM does not understand that.
All 4 divisions need to be set to work complementing each other not competitng with each other. Right now they are stacked very close to each other and they need to spread it out a bit and really make each model different with in GM vs. just special sheet metal.
Judging by looks I would take the GMC any day if I was in the market for one of these.
I think GMC needs a dedicated off road vehicle. A Jimmy which rides on the ZR2 frame would be awesome. GM made a big mistake by cancelling it, especially when so many people have Wranglers running on 35’s with freedom tops. Mark, please bring the idea back.
Smart move – it’s ridiculous to have a variation for each division unless it serves an underserved market. It would only cannibalize sales from Chevy or Buick. Let us never return to redundancy that nearly destroyed GM.
GM knows very well how to develop GMC for its future. There will be more luxurious Denali versions and off-road versions, GMC is seen as an initial premium brand in the pickup and body-on-frame SUV segments, which will offer more features and modifications than Chevrolet analogues.
GMC needs to be what Jeep is to FCA.
Say what you will, but Jeep is killing it right now
GMC is a local north American/Middile east brand. No other places GMC sells. Its better to keep cruze in north America than GMC introducing a compact crossover. Least Cruze is a global offering.
GMC should take Hummer design clues, Make a Hummer Model using colorado/canyon frame and make it an SUV and SUT. From a progress, start using the CT6 hybrid power-train and offer a eco-offroad offering.
The other offering GMC can go is a Granite which is a compact EV crossover which is of size of i-pace. That one should focus on the vision of future and should start with a grill free design and should carry 5 people ( 4 adults for sure ) and 5 travel suite cases in back and one over nigth bag on Frunk. It needs to have a recliner back seat when its not carrying the suite cases. For inspiration look on the Lucid air design theme ( ex: First-Class Comfort : Standard Rear Seating The Lucid Air’s standard rear seating provides superb comfort for up to three adults with class-leading legroom. Optional Executive Rear Seating: Inspired by an executive jet, the Air offers optional executive rear seating with 55 degrees of recline, affording moments to stretch out and relax. )
Use the skateboard and using the space possibilities skateboard design offers.
forgot to add :
GMC should take Hummer design clues, Make a Hummer Model using colorado/canyon frame and make it an SUV and SUT. For a progress, start using the CT6 hybrid power-train and offer a eco-offroad offering.
The advantage of doing this is , As the offroad/Hummer model can be a global offering and it requires less marketing as HUMVEE ‘s are known all over world and same is Hummer, they can sell it as a Chevy offering in places where GMC is not present. By adding a 2.5 Hybrid from CT6 , it an be env friendly too and motors can offer a great torque for the off-roading needs.
A strong emphasis on the AT4 trim could mean that an off-road SUV is on the horizon. But speculation aside, I have to agree with GM’s decision because it will be very difficult to sell a subcompact GMC next to an Encore and Encore GX. At this point, GMC should focus on becoming more Jeep-like and let Buick handle the near-luxury segment with its products.
Also, does anyone else think that it’s time for Buick and GMC to get separate dealerships or are they best suited with their current arrangement?
Perhaps the money made on a GMC Granite wouldn’t be as much as could be made on a hypothetical Cadillac XT3.