Canyon Experience Lets Customers Take Virtual Test Drive

‘Engineered for Everywhere’ site customizes road tests by lifestyle, location

DETROIT – 04.06.2015 – Whether it’s pulling up in front of a restaurant in the city or trailering a camper into the woods, the all-new 2015 GMC Canyon premium midsize pickup is right at home. Beginning today, an interactive Canyon Experience lets customers virtually “test drive” a Canyon in four lifestyle environments starting from their neighborhood – or anywhere else.

The Canyon Experience is the first with Google Maps and Google Street View technology that lets users “see” a Canyon in their neighborhood, close to their home.

“The Canyon Experience will appeal to the variety of lifestyles and interests of our very diverse audience,” said Kenn Bakowski, Canyon marketing manager. “Customers can learn about the various Canyon attributes that interest them, including capability, safety, the quiet cabin, connectivity and more.

“When they visit the site, customers also can choose different scenarios for their Canyon test drives – city, shore, mountains and rural. They can even ‘park’ a new Canyon close to their home to see how it looks, and share it socially,” Bakowski said. We set out to engage potential Canyon customers in a fun, creative way.”

Another byproduct of the Canyon’s versatility is the range of vehicles of its buyers owned More than 30 percent of Canyon buyers previously drove a small or midsize crossover, SUV or car. Other Canyon buyers are upgrading from their former midsize pickup or downsizing from a full-size pickup.

In addition, through March, more than 53 percent of Canyon buyers have traded in a non-GM brand vehicle and Canyon information on GMC.com had been viewed more than 3 million times since its introduction last spring.

The Canyon Experience is designed to connect with customers in the early stages of the vehicle-buying process and is compatible with desktop (Internet Explorer 9 or higher), tablet and iOS and Android smartphones.

New GMC Campaign Celebrates the Art of Precision

Features entire showroom for the first time since ‘Professional Grade’ debut

DETROIT – 03.02.2015 – Precision can be the difference between winning and losing, or that element that separates ordinary from a cut above. GMC today unveiled “Precision,” an advertising campaign promoting the brand’s relentless attention to detail, a foundational value for the brand.

The multimedia campaign is part of a major investment by GMC this year that showcases GMC’s full line of premium trucks, SUVs and crossovers, including its popular Denali sub-brand. The entire GMC showroom is featured in the campaign for the first time since the 2000 launch of tagline “GMC: We Are Professional Grade.” The ads represent a broader, contemporary interpretation of the longstanding GMC positioning.

“For discerning GMC customers, Professional Grade has evolved to mean exacting attention to detail and fine craftsmanship in everything they do and purchase,” said Duncan Aldred, vice president of GMC Sales and Marketing. “Precision is a core attribute of the brand and is reflected in GMC’s continued momentum. GMC’s year-over-year sales gains are a strong indicator that premium GMC attributes resonate with customers who seek more from their vehicles.”

Fastball,” the first of three TV ads developed by GMC and agency-of-record Leo Burnett Detroit begins airing nationally in a 60-second ad on March 2. The ad’s underlying theme is that the same precision and attention to detail applied by pro athletes and accomplished professionals translate to GMC engineers and designers. Ultimately customers who demand superior execution in the products they purchase look for the same level of precision and craftmanship.

“Fastball” opens with a panoramic view of a packed ballpark. The scene shifts to San Francisco Giants left-handed relief pitcher Jeremy Affeldt as he deftly paints the corners of the plate, a “Rembrandt” in baseball terminology. Striking out a batter is one thing; painting the corners of the plate to strike out the batter elevates his craft to a higher level.

As the narrator speaks, shots of Affeldt pitching alternate with GMC vehicle details, such as the French stitching on a GMC leather seat and a grille’s sparkling meshwork.

“Precision, to me, is pretty much everything in the role I play on my team,” said Affeldt, explaining that he continually pushes himself because a lack of precision can contribute to a loss on the diamond. Affeldt’s precise fastball helped his team win the 2014 World Series.

“Swish,” the second of the three TV ads, features basketball forward Harrison Barnes, of the Golden State Warriors, as he sends a ball clean through the hoop without touching the rim.

“When you have that perfect swish, you hear the net and it goes right in,” Barnes said. “That’s precision, and it’s the best shot you can shoot. We’re always striving for that precise movement and pure shot.”

The third TV ad, “Sharp,” draws a parallel with contemporary menswear. The ad juxtaposes the details of an impeccably dressed man, right down to his designer cufflinks, to the precision features on a GMC Yukon Denali.

The “Precision” ads will air throughout 2015, and the campaign will extend to digital, social and print advertising featuring every truck, crossover and SUV in the 2015 GMC lineup.

All three “Precision” ads open with an instrumental portion of The Who’s “Eminence Front,” chosen for its confident tone and technical, precise musical execution.

Three GMCs ranked Most Dependable; Brand in Top 10

Sierra 1500, Yukon and Terrain rank highest in segments

DETROIT – 02.25.2015 – The GMC Sierra 1500 full-size light-duty pickup, Yukon full-size SUV and Terrain compact SUV ranked highest in their respective segments in the 2015 J.D. Power Vehicle Dependability Study. The GMC brand gained six spots, moving up to No. 10 overall (in a tie).

The 2015 study tracks 2012 model year vehicles in the third year of ownership.

Both the Sierra 1500 and Yukon also achieved the highest score in their segments in the 2014 J.D. Power Vehicle Dependability Study.

“The momentum continues at GMC with this recognition,” said Duncan Aldred, vice president of GMC Sales and Marketing. “We expect all of our vehicles to perform at the highest level every time a customer gets behind the wheel and this achievement validates our commitment to dependability and reliability.”