The GMC Sierra, the brand’s first full-size pickup truck, has successfully established itself in the Korean market.

The Sierra, which is the first model to be launched domestically under the GMC brand, sold out its initial shipment of 100 units within just two days of its release. Additionally, a total of 126 units were sold by March through prompt inventory management.

With consistently high demand for the Sierra Denali model, GMC plans to secure additional units proactively to ensure quick delivery to its contracted customers.

As the GMC Sierra shows unexpectedly high pre-order numbers, analysis of the customers who purchased the Sierra revealed that 37% are in their 40s. The majority of these buyers were corporate customers operating personal businesses, with the purchasing distribution being 41% from the capital region, 11% from Gyeongsangnam-do, and 5% each from Chungcheongbuk-do and Chungcheongnam-do. The male demographic is overwhelmingly prominent, comprising 83.5%, indicating that 40-something male entrepreneurs are the primary purchasers of the Sierra.

The appeal of the GMC Sierra, which has satisfied the demands of 40-something male business customers, lies in its impressive size and the luxurious quality of a true American full-size pickup truck, which cannot be found in Korea. The Sierra features bold design elements, a classic pickup truck full box frame body, strong performance, towing capacity, convenience, practicality, and top-notch specifications. After its recent market release, it garnered considerable interest, selling out its initial shipment within just two days of online contracts.

GMC garnered significant attention by appointing actor Jung Sung-il as the Sierra ambassador upon the truck’s domestic launch. Actor Jung commented, “The Sierra is a car with bold and powerful design, luxurious aura, and delicate details. Having it feels like experiencing greater freedom with ample space, and it feels like I’ve found a reliable companion that can go anywhere together.”

Jung Jung-yun, the Chief Marketing Officer of GM Korea, stated, “The GMC Sierra is an authentic American premium pickup truck showcased to provide a wide range of choices for domestic customers, emphasizing innovation and customer satisfaction, targeting those who seek a unique identity and a distinctive premium lifestyle. As the first luxury pickup truck officially launched in Korea and gaining significant interest, we will offer differentiated value to domestic customers through premium services and marketing strategies.”

Simultaneously upon launch, GMC is executing a campaign with a niche market targeting message: “99% will raise a strong question, but for the 1%, it’s a must-have, the one that conquers all, ‘Be the One.’” To offer a high-end luxury life experience through product and customer life touchpoints, from March 17 to March 19, an exclusive program called ‘My Selective Way’ was conducted for a total of 120 customers.

This event, held at the Andaz Seoul Gangnam Sky Terrace Suite and Penthouse, included various programs highlighting American culture, such as My Tasty Culture Experience, My Tasty Sierra Experience, and My Selective Party.

Meanwhile, Sierra customers can enjoy express services through GMC Premium Care, allowing them to receive regular vehicle inspections and simple consumable services within the warranty period (3 years or 60,000 km) without prior reservation. Additionally, customers can use the ‘Pickup & Delivery Service’ for unlimited requests within the warranty period at their preferred locations.

GMC provides a ‘Consumable Replacement Package Service,’ which includes free replacement of five consumables, such as engine oil (5 times) and air conditioning filters (3 times). Furthermore, it operates a dedicated call center and has GMC service centers across 52 locations nationwide, with plans to expand to 84 locations by the first half of 2023. The GMC Sierra can be contracted through the official GMC website, and potential buyers can view the actual vehicle at 11 major GMC zones across the country.

Written by: Lee Sang-jin daedusj@autodiary.kr