The introduction of GMC’s off-road AT4 sub-brand has been a major success for the automaker, and with the recent introduction of the even more capable AT4X sub-brand, it’s clear GMC customers are responding well to this new focus on go-anywhere capability.
The popularity of these off-road-ready models may leave some observers wondering just how many people are really taking their brand-new GMC crossover, SUV or pickup truck off the beaten path. According to data collected by GMC, 19 percent of light-truck and crossover customers say they use their vehicle to go off-road, while 22 percent desire a rugged-looking or off-road capable vehicle. Additionally, in the segments that GMC operates in, owners are roughly three times more likely to use their vehicle for active uses like camping or carrying outdoor sports gear.
That said, these customers aren’t necessarily looking for a hardcore off-roader like a Jeep Wrangler or Ford Bronco. Of the customers who say they use their vehicle to go off-road, 67 percent say that convenience and on-road comfort were also extremely important.
Given the relative popularity of off-roading among GMC buyers, it’s easy to see why the automaker decided to launch the AT4 and AT4X sub-brands. The automaker has a proclaimed strategy of disrupting the off-road market “by delivering a unique combination of premium and credible off-road capability” throughout its lineup. This strategy aims to set GMC apart from other brands that focus on capability, as true off-road products may not have the same premium look and feel.
In the U.S., roughly 50 percent of GMC vehicles sold are in either the AT4 or opulent Denali sub-brands. This figure rises even higher for the GMC Sierra HD full-size pickup, where 80 percent of customers are flocking to either AT4 or Denali sub-brands. This is an indication that most GMC buyers are looking for a combination of capability and luxury, with the AT4 and Denali sub-brands allowing them to choose which of these two characteristics they want a higher concentration of in their vehicle.
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Comments
I call B.S. on that ! More like 5% if that many…pulling off the highway on a job site is not off roading……pulling off the road onto your gravel driveway is not off roading……and don’t talk about people who live on gravel roads……that doesn’t qualify either…..
Lol I’d say 1% at best
I was going to reply with basically the same thing. Of the 19% that take their truck off road I bet 95% of those consider off road to be a gravel road. Or “I’m going to take it off road” but never do.
I use my trucks payload and carrying capacity. I’m realistic that I don’t off-road though. Just gravel roads and harsh winters.
Gm needs to hire another marketing data information company. I believe that the numbers of off-road enthusiasts is much, much lower. Asking a guy who spent a ton of money on wheels and lift kits needs to justify the reasoning to his wife or girlfriend. It equates to asking him how many women that they slept with. You know it’s BS.
It’s all about image. Majority of 4 wheel drive pickup use is grocery getters, going to Walmart, drive up window at McDonald’s, and picking up prescriptions at Walgreens.
All I know is that other Automakers are selling psuedo off road Crossovers and they are selling them like Hotcakes. I mean Toyota has a TRD RAC-4 and Chevrolet has nothing.
I have literally lost count on how many Subaru Wilderness Edition vehicles I have seen and that Trim just came out this year on Subaru vehicles.
GM needs to offer Chevrolet All Terrain or Active Trim moniker ASAP. They are losing free money from their Customers.
If you care enough for a fancy off-road trim, then you pay extra for a GMC AT4. It’s been thought through.
I agree with the above. “Mark Allen, head of design at Jeep, told ABC News in September 2019 that 10% to 15% of customers take their Wranglers off-road.” If 10-15% of Wrangler owners go off road, it is must less for more normal vehicles. The Raptor is only somewhere between 5-10%. Not sure where they are getting the info or if owners are confused what constitutes off road. Shoot, they might just be embarrassed that they don’t so they say they do, who would know if you really don’t take it off road if it is just an email or letter survey? “Yeah I bought this hard core off road version so I can go off road, it wasn’t just for the looks” while they have their fingers and legs crossed and really just want the image and will complain about the ride on the road…
I pulled a tow truck out of some mud once with my 18 2500HD Duramax. That’s about it for me. If i wanted to go off road i certainly wouldn’t spend 50,00 or more to do it
AT4 matches customer “off roading”. No real increased capability for no real off roading.
Maybe they’re in to something. Stickers only plz
Depends on the definition of off road.
Not all off road is the same.
My Canyon has and can go off road. Real off road not just driving in the yard.
The Acadia and Terrain may catch some grass if the corner of the drive is cut. But that is ok as neither are real off road and the AWD does what it needs to do in the snow.
It has been my observation that most off road use of a pickup truck is a farmer entering a field to get to his combine or tractor. Most cars can do the same, but the higher ground clearance of a truck keeps the very hot catalytic converter off the stubble where it might create a fire. I’ve seen it happen.
UTVs/ATVs have taken over the off road market in much of the country. In the eastern half of the country, recreational off road use for trucks has become more confined to off road parks where as UTV/ATV trails on public and private lands is expanding. Of all the fleet and commercial truck owners I have worked with that need off road capability, only loggers are staying loyal to pickups, and many of them are seeing that it is more efficient to have UTVs and trailers. This GMC press release is a stretch.
Homer:
UTVs/ATVs have also taken over for ranch work. Fence maintenance, livestock movement, water management, etc. Cowboys on horses are now few and far between. Many ranchers now equip their pickups with CM beds for towing livestock trailers. It’s a changed game.
I will agree with most everyone above my comment. I smell something fishy when they say 19%. Although I don’t have an exact number, I would guess that maybe 5% of these GMC drives will every go off pavement and I also agree that driving a gravel road or going camping and driving your AT4 from the paved road to the campsite 50 feet from the road does NOT constitute off road.
Now is we were talking Jeep Wranglers, then maybe (not quite sure 19%) that number would be more believable. Lastly, I used to do quite a bit of off-road stuff in my Jeeps. Even for someone who’s done real off-roading, when you get out there on those logging trails and are scraping your skid plates over lots of rocks and tree trunks, that’s the true off-roading. I’d be willing to bet the majority of these people wouldn’t be able to tell you what a skid plate is or what it’s for.
Look if it sells vehicle sell them what they want.
Most here wear running shoes but few run.
Not sure why so many people are concerned with how someone else chooses to spend their money.