General Motors has released a new advertisement promoting its GMC AT4 lineup of off-road focused vehicles.
The advertisement, entitled “Made to be Used”, highlights the premium, luxury-focused nature of GMC vehicles, as well as the added capability of the AT4 trim level. The ad opens by showing a Lamborghini Centenario, Bentley Continental GT and Genesis G80 stuck in sand and mud, spinning their wheels. The ad then cuts to video clips showing GMC AT4 vehicles like the Canyon AT4 and Sierra AT4 taking on difficult off-road terrain. The voiceover eventually chimes in with the following:
“Think premium cant be capable? Think again. Introducing the first-ever AT4 lineup. Premium and capable. Thats professional grade from GMC.”
The idea behind this advertisement is that other premium vehicles emphasize on-road performance, whereas the GMC AT4 lineup pairs premium build quality and luxury features with off-road capability. It seems a bit strange to compare GMC trucks, crossovers and SUVs with Lamborghinis and Bentleys, but we can understand what GMC’s marketing team was going for here.
All current GMC models except for the Savana utility van can be ordered in the AT4 trim level. The equipment differs slightly from model-to-model, but all AT4 models feature re-tuned off-road suspension, underbody skid plates and off-road tires, among other equipment. The Canyon AT4, for example, adds the following equipment:
- 31-inch Goodyear Wrangler DuraTrac tires and 17-inch aluminum wheels
- Off-road tuned suspension with Advanced Hill Descent Control System
- Eaton G80 Rear Automatic Locking Differential
- Transfer case skid plate
With the introduction of the AT4 trim level, GMC is hoping to attract more off-roading enthusiasts to the brand. The AT4 trim level may be more appealing to outdoors hobbyists as well, allowing fisherman, kayakers and other types of enthusiasts to more easily reach far-out campsites and other off-grid locations.
Check out the new GMC AT4 advertisement embedded below.
Subscribe to GM Authority for more GM marketing news, GMC news and consistent, around the clock General Motors news coverage.
Comments
It’s a great commercial, although I think the slogan “professional grade” should be reflected in the warranty and engine choices to help set GMC apart from the competition.
Offer some interior color choices on the Yukon/XL AT4 and I’ll buy one.
I’m planning to go Suburban this time, because at least the interior has some color options, except black with an oddly-accented tan stripe.
Why not just make it all baseball-glove leather, similar to King Ranch Ford, or the previous Chevy high country trucks?
After having two Denalis in a row, I’m looking for something I won’t feel guilty driving to deer camp.
Shoehorn that Duramax in the AT4 Yukon and I’m a serious buyer.
You can’t really use the Canyon AT4, if GMC dealers have been waiting weeks for a correct label so they can be delivered.
You may as well have one of those other cars that were stuck in the sand.