On Monday, General Motors Co.’s GMC brand launched a new advertising campaign that shows its entire lineup for the first time since 2000. The new campaign is entitled “Precision,” and was designed to highlight GMC’s attention to detail as well as the premium features of its product offerings.
It has been 15 years since GMC introduced its “We Are Professional Grade” tagline, which underscores the level of craftsmanship one can expect from the brand’s products. The new campaign builds on this by emphasizing the attribute that allows the brand to continue having a strong following. In a statement, GMC sales and marketing chief Duncan Aldred said that the brand’s robust sales growth is proof that they incorporate precision in the way they build vehicles.
In the new campaign, GMC continues to use its “Professional Grade” tagline but the ads will offer a more contemporary take to the brand’s positioning as a premium truck brand. It consists of three new commercials, all of which show the importance of doing things precisely. Two of the ads are sports-themed: “Fastball” features San Francisco Giants relief pitcher Jeremy Affeldt while “Swish” stars Golden State Warriors forward Harrison Barnes. The third ad, dubbed “Sharp,” compares modern menswear to the GMC Yukon Denali. All three ads will feature The Who’s “Eminence Front.”
GMC revealed more than a new ad campaign on Monday. In the statement, the brand said that the campaign “is part of a major investment” this year.
Aldred disclosed more about this major investment in an interview with journalists in Detroit. According to him, GM will spend nearly double the amount it previously invested on GMC over the course of the next decade in hopes of increasing the brand’s market share to five percent. GM will invest more money on a number of areas, including vehicle development and marketing. Advertising spending alone will get a 50 percent boost. Aldred did not specify the total amount GM will invest on the brand.
Aldred also mentioned that GMC is thinking about expanding its current portfolio even if it is satisfied with its status as a truck brand. While he did not say which segments GMC is targeting to enter, he hinted that there are crossover categories where the brand does not have contenders. This means it is possible that the truck brand could soon develop a small or mid-size SUV as the latest addition to its lineup.
As for the rumor that GMC will make a rival to the Jeep Wrangler, Aldred simply said that everything is on the table.
Photo credit: © General Motors CC BY-NC