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.