GMC has always been General Motors' truck and SUV marque, but the brand could break new ground if it decides to build a small urban vehicle based on the Granite concept from the 2010 Detroit Auto Show. The Granite would likely be smaller and less rough-and-tumble than any other vehicle in the GMC lineup while also carrying a lower base price tag. If GM's "Professional Grade" brand builds a Granite-like vehicle it could take the marketing road less traveled; television-less advertising.
Buick-GMC advertising director Steve Rosenblum has reportedly told Automotive News that the next step for GMC could be a four-passenger vehicle that slots below the Terrain, and the Granite certainly fits that bill. Rosenblum went on to hypothesize that a Granite-sized vehicle would be heavily marketed to car buyers under age 35, and that its marketing campaign could be focused almost entirely on the Internet. And the tried-and-true "Professional Grade" tagline? GMC could exclude it from Granite ads, says Rosenblum. Hmmm...
GMC could also focus its marketing dollars on "smart phone" advertising. Rosenblum says that by 2011, two-thirds of cell phone users under age 40 will own a smart phone. One application the ad team designed is a brochure for the Granite with bar code designs that can be read by smart phones. The codes would then lead interested parties to a website with features about the Granite, along with a social networking site where interested parties could chat with designers.
Is the Granite a smart direction for GM to be taking with GMC, or is it a bridge too far? Have your say in Comments.