A little while back I mentioned I’d take a look at the GMC brand to see what it was all about.
So, I threw some coal into the furnace and got my computer (an Osborne portable) up and running.
The GMC range is divided into two groups: trucks in one groups and cross-overs and SUVs in the other. The truck range has two basic models dressed up to appear like eight. The Canyon and the Sierra form the core truck range, starting at $21,000 for the Canyon, and $28,000 for the Sierra. Three sub-models form the Sierra range: 1500, 2500 and 3500 at $28,000 to $34,000 for the base models. To
add a bit of luxury and comfort (or to prise dollars from customers) the trucks can all be had as Denali variants e.g. the Sierra 2500 Denali. The Denali option nearly double the price of the Canyon but adds about $9000-$14000 to the others. The most expensive “base model” is $55,000 for the Sierra 3500 Denali. The Canyon is “the only premium mid-sized pickup” say GMC and without a huge survey of the market I can not assess this claim. The Sierra does not have a motto. The vehicle takes up too much space on the webpage. I had to switch between the images to play spot the difference. And they can be found while also not being great differences. Both are crew-cab vehicles.
Over in the Crossovers and SUV departments, GMC offer the Terrain, the Acadia (drat that car), the Yukon and the Yukon XL. The Terrain is an SUV with a base price of about $24,000 and looks to be where GMC’s range overlaps most with more general brands such as Chevrolet. The Acadia is more of the same but bigger: $29,000. And the Yukon is a big BOF thing in two sizes and two base prices, $48,000 to $51,000.
For comparison, Cadillac’s XT5 crossover costs $40,000 meaning a GMC customer could easily pay similar money for a Cadillac. Only the Escalade weighs in with a base price higher than any GMC but not much higher. The Escalade costs from $74,000. With the 4WD box ticked the GMC Yukon XL comes to with a thousand dollars of the Cadillac. The Yukon and Escalade are on the same platform.
The next part of this fine exercise is to see what Chevrolet are selling and find out how much overlap there is. In summary, GMC means “not cars” from $20,000 to $73,000. It also means “vans” as in the Savana passenger van, which covers that part of the market the Ford Transit does in Europe. It costs from $34,000 and there is a panel variant.
Shoved to one side of the side is GMC’s actual commercial division which means vehicles actually intended to get wrecked, dented and dusty on buildings sites. It looks to me as if GMC (which means GM Commercial) has grown from the white truck market out into the private vehicle market much as Carhartt work trousers are now sold in ordinary shops for men’s and ladies apparel.