With all of its models based on products from other General Motors Company [NYSE:GM] brands, GMC is often left in the shadow of Chevrolet, Buick, and Cadillac. Other than peddling trucks that slot between those of Chevy and Cadillac in price, GMC's purpose sometimes appears unclear.

In a recent interview Duncan Aldred, GMC's new boss, told Edmunds that he's looking to "change the face of the brand" with new products, including potentially a flagship SUV positioned above the current Yukon Denali and perhaps a Jeep Wrangler rival.

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A price point for the proposed flagship model wasn't discussed, nor was GMC's strategy for differentiating such a model from Cadillac's Escalade or its upcoming crossover with third-row seats.

On the other end of the spectrum, Aldred believes a Wrangler-esque model could be a worthwhile addition to the lineup, as would a Buick Encore-sized subcompact that would give GMC an entry in that booming segment. The latter could actually be a revival of the blocky GMC Granite concept from the 2010 Detroit Auto Show.

However, he noted that the powers that be at GM are simply brainstorming ideas for GMC, and there are no concrete plans to add models to the lineup at the moment.

With those brand-specific models being discussed, though, it appears GM could be looking to reposition GMC as a Jeep or Land Rover rival. The brand could specialize in high-end SUVs with a focus on off-roading, while Cadillac continues to take on German luxury brands with SUVs and crossovers that emphasize on-road driving.

That would give GMC a better-defined place in the GM hierarchy, one that doesn't hinge on a price point and a shiny Denali grille.


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