General Motors’ premium pickup and SUV brand GMC participated as an official sponsor in the “25th Korea National Hog Rally” held from the 15th to the 17th at the Mona Yongpyong Resort in Pyeongchang, Gangwon Province, showcasing a successful marketing promotion through the synergies created between two premium brands representing American pickups and motorcycles.
The Hog Rally is an annual event held worldwide for the Harley Owners Group, which boasts over one million members, making it the largest motorcycle gathering globally. Starting in 1999, the event has grown into the largest motorcycle festival in South Korea, attracting thousands of Harley-Davidson owners each year.
With a rich heritage spanning over 120 years in the American market, which is considered the home of SUVs and pickup trucks, GMC leads the market as a representative luxury pickup and SUV brand. Harley-Davidson, also celebrating its 120th anniversary this year, is recognized as a leading luxurious American motorcycle brand based on its overwhelming status and popularity in the market.
This collaboration between the two brands was made possible by their shared brand direction, aiming to provide customers with an authentic American brand experience based on their long-standing heritage in their respective fields.
Jung Jung-yoon, GM Korea’s Chief Marketing Officer, stated, “The meeting of two strong brands that symbolize and represent American heritage, GMC and Harley-Davidson, provided an opportunity for Harley owners to experience the overwhelming presence and powerful performance of the premium full-size pickup GMC Sierra, as well as its versatility, which can accommodate motorcycles. Moving forward, GMC plans to continue differentiated marketing activities targeting its customer base, grounded in a clear brand direction.”
At this year’s Hog Rally, GMC set up a display booth where attendees could feel the unique American vibe from New York’s skyscrapers to Route 66 and scenic driving tours. Notably, Harley-Davidson’s ‘Road Glide ST’ and ‘Street Bob 114’ models were showcased, emphasizing the collaboration’s authentic American sentiment while also allowing attendees to experience the vast cargo space of the Sierra and the versatility of its MultiPro tailgate.
Moreover, during the event, a test drive program was held for Harley-Davidson owners to experience the GMC Sierra directly, alongside engagement events such as the ‘Sierra Power Arm Wrestling Event,’ providing attendees a chance to experience what an American pickup truck should be.
Since its debut in 1987, the Sierra has evolved through five generations and is now known as GMC’s flagship model, representing America’s luxury pickup trucks.
Sharing the same platform with the Cadillac Escalade and Chevrolet Tahoe, the GMC Sierra boasts powerful performance with a 6.2-liter naturally aspirated V8 gasoline engine that delivers 426 horsepower, paired with a 10-speed automatic transmission and equipped with various advanced convenience features fitting for a premium pickup truck.
Lee Sang-jin daedusj@autodiary.kr