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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.")

GMC rules out subcompact crossover to go premium, focus on trucks

Don't wait for GMC's on-again, off-again baby crossover any longer. The company confirmed it has no plans to enter the growing car-based subcompact crossover segment in the near future because the expansion wouldn't fit its image. "I'm going to give you a definitive no on that one," answered Mark Alger, a regional marketing manager for GMC's Canadian division, when asked about the entry-level segment by GM Authority. "We want to position GMC as a premium brand, focus on our trucks, and capitalize on the AT4 name," he added. Positioning GMC as a premium brand wouldn't prevent officials from giving an entry-level the green light; Audi, BMW, and Mercedes-Benz all sell cars priced in the vicinity of $30,000. Focusing on trucks like the Sierra and the Canyon makes sense, however, because they compete in a bigger segment of the market where profit margins are much wider. It helps that GMC doesn't have to worry about markets outside of North America; it's not concerned about its sales and image in, say, Spain. We've heard speculation about GMC's entry-level model since the Granite concept (pictured above) made its debut during the 2010 Detroit auto show. It was approved for production in 2010, approved again the following year (complete with rear suicide doors), and canceled in 2012, but the reports never went away. The segment's popularity added credibility to the recent murmurs describing a born-again Granite aimed at the Honda HR-V and the Toyota C-HR, among others. The Chevy Trax and Buick Encore are both GM vehicles that compete in this segment.  GMC also canceled a body-on-frame, Bronco-taming SUV, according to a recent report. The truck-focused automaker promised every nameplate in its range will receive the rugged AT4 treatment by 2021, however, and it announced plans to show the off-road-ready Canyon in early 2020.

2024 GMC Canyon AT4X AEV teased on 35-inch tires

Last month, Chevrolet Performance teased the 2024 Colorado ZR2 Bison, which will be the ultimate hardcore off-road variant for that model developed in collaboration with American Expeditionary Vehicles (AEV). Since that camouflaged preview appeared, we've welcomed debuts of the competition, the 2024 Ford Ranger Raptor and 2024 Toyota Tacoma TRD Pro. Bookending a solid month of 4x4 delights, GMC teased the coming 2024 Canyon AT4X AEV. We can look at this as the GMC version of the Colorado ZR2 Bison, the Canyon's new-for-2024 AT4X trim given an additional boost in spec and capability. This isn't the truck's first flirt with the public. During media drives for the 2024 Sierra HD AT4X, one of the new heavy duty rigs showed up to the site pulling a trailer bearing a covered pickup. The mid-size form factor, 35-inch tires, and appearance at a GMC event were clues enough to the pickup's identity.  The official preview is proof of what we've been expecting. The revised front fascia wears a high-clearance bumper. Don't expect that winch to be included; the red hook in the tease is a digital add-on. You can expect the winch opening, boron steel underbody skid plating, and Multimatic dampers. The standard AT4X got a three-inch lift over the non-hardcore Canyon variants, in part thanks to being fitted with 33-inch tires. The 35-inch Goodyear Wrangler Territory MT 315/70 17 tires on the AT4X AEV are thought to help provide 11 inches of ground clearance. Beefier wishbones and hydraulic bump stops help protect owners who want to test limits. Reports by folks who walked around the covered truck predict a set of beadlock-capable AEV Salta wheels like the kind sold with the full-size Sierra AT4X AEV Edition. The cover couldn't hide the sport rack in the bed nor the bed-mounted spare tire carrier. Those, like the winch, are likely options that add to the price. Don't be surprised if engine output is unchanged. The 2.7-liter H.O. turbocharged four-cylinder makes 310 horsepower and 430-pound feet of torque. We'll never complain about more, but that's plenty for a truck envisioned as a low-speed obstacle crosser.  All GMC is saying for now is, "An even more off-road capable Canyon is coming." It debuts on July 6. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.