GMC Thinking About Launching a Subcompact Crossover. Again

2010 GMC Granite Concept 1 photo
Photo: General Motors
It took a while, but General Motors is adapting in response to Fiat getting involved in Jeep's product strategy. After one of the most "American" brands on the market started launching more European-looking models, GMC thinks it should be doing the same.
According to GMC and Buick boss Duncan Aldred, who spoke to Automotive News, GMC wants to launch a subcompact crossover. "How can General Motors' truck brand not be in the fastest-growing segment in the industry, an SUV segment," said Aldred. Seeing the Jeep Renegade outsell the Ford Ecosport in Europe and nearly equal Nissan Juke in US sales (first half of 2015) has convinced Aldred.

GM's Opel Mokka is the second-best selling small crossover in Europe, while the rebadged Buick Encore, which is built in Korea, grew 33% in US sales in November and will clear the 70k mark this year. Even if Buick dealerships also usually sell GMCs, Aldred isn't worried about cannibalization.

"We've got to build world-class brands. If the first thing we do is ask, 'Well, hasn't Buick got one?' Then we're constantly suppressing one brand for another."

Sales figures support his statement. Take the Renault-Nissan Alliance, which is the perfect example in this case. The Renault Captur is the best-selling subcompact crossover in Europe. And yet there was still enough market space left for the Nissan Juke to rank fifth. Before you give us that "not impressed" look, take into consideration that this is the hottest segment in the automotive business. Competition is both numerous and fierce.

GMC tested the waters in 2010 with the Granite concept but found them to be cold and full of piranhas. The brand has been mulling over a small crossover ever since, with GM North America president Mark Reuss saying in 2013 that GMC was planning a new model to slot below the Terrain. Moreover, in June this year, General Motors submitted a new trademark filing for the Granite nameplate.
If you liked the article, please follow us:  Google News icon Google News Youtube Instagram

Would you like AUTOEVOLUTION to send you notifications?

You will only receive our top stories