21: The GMC Brand
Another thing that GM needs to fix is the focus of the GMC brand, which is not being split into GMC and Hummer. The brand has always sold rebadged Chevrolets and that continues to this day, but now there’s a new off-road focus. The problem is that the brand doesn’t have a dedicated off-road vehicle either. Early renderings for the new Jimmy show another disappointing crossover instead of a body on frame SUV. Again, GM is missing the mark here and the GMC brand could be positioned better.
Jimmy could be the brand ambassador to the SUV lineup. Instead, GM wants to focus on these crossover vehicles. Yes, the market is hot for these models but there is also a market for off-roading. When you think about iconic off-road vehicles, the Jimmy was almost as iconic as the Bronco was during its time.