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GMC Sierra AT4X reportedly on the way, nameplate could be GMC's ZR2

In 2016, GM filed an application with Mexico's Institute of Industrial Property to reserve the name AT4X, and in 2019, the automaker made the same request to the U.S. Patent and Trademark Office. Seeing that GMC's current AT4 trim replaces the former All Terrain trim used on the last-gen Sierra pickup, there have been suspicions ever since those trademark filings that GM would use the AT4X name to replace GMC's former All Terrain X trim. GM Authority reports that this is precisely what's going to happen, citing "sources familiar with the matter." The outlet even gleaned an equipment group number: 4SG for AT4X, whereas AT4 is equipment group 4SB.  The surmise is that GMC is again developing its versions of Chevrolet's dirt-clobbering pickups that wear the ZR2 name. Spy shooters caught the GMC Canyon earlier this month trotting around on Multimatic's DSSV dampers and a set of 33-inch tires like its Colorado ZR2 sibling. The Canyon already offers an AT4 trim, it's thought this beefier setup will roll into the lineup as an AT4X.  Stepping up to the half-ton league, at the end of last month Chevy released a teaser for the Silverado ZR2, which had been caught in prototype guise (pictured at top) around Detroit on at least two occasions. We've mused that the production Silverado ZR2 could take some hardcore off-roader cues from the factory-upgraded Silverado ZR2 race truck like a lifted stance, long-travel front suspension, four-leaf springs instead of three-leaf, electronic locking front and rear differentials, and a wider track. One of the production prototypes was caught on 33-inch tires, but we wouldn't be shocked to see 35-inchers on the spec sheet. That size would match the race truck and the rubber fitted to the cross-town rivals Ford Raptor and Ram 1500 TRX. A GMC Sierra AT4X would be the plusher, pricier, chrome-ier version of the ZR2. The aforementioned Multimatic shocks could also be on the docket. We'd expect the GMC Sierra AT4X to bow with the heavily updated 2022 pickup, whenever that arrives. Events around the world of late delayed the pickup, its launch now thought to happen late next year or in early 2023. Related Video:  

GM issues stop-sale order for 2024 Chevy Colorado, GMC Canyon pickups

General Motors has issued a stop sale for the midsize 2024 Chevrolet Colorado and 2024 GMC Canyon pickups due to software problems, the Detroit Free Press reported Tuesday. The newspaper had previously reported that trucks were piling up in GM's Wentzville Assembly holding lot. Well, now we know why. As happened with the 2024 Chevy Blazer EV late last year, the midsize pickups are grounded until further notice.  While GM declined to reveal the nature of the software issues to the Free Press, we've seen the chaos inflicted by the company's current digital suite manifest in the Blazer's rocky launch. In some cases, those EVs were effectively bricked (whether permanently or temporarily) by glitches that plagued the infotainment. And because modern infotainment touches virtually every aspect of vehicle operation, what might sound like a trivial issue can quickly snowball. The Edmunds test vehicle produced "the single longest list of major faults" the outlet had ever seen.  Some trucks have already shipped to dealers and will remain on hold there until serviced and released; it appears GM will continue to hold trucks at its Missouri production facility until they receive software updates to address the ongoing issues. GM did not provide a timetable for software fixes or the resumption of customer deliveries.       

General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")