GM Korea will fully roll out the premium sport-utility vehicle (SUV) and pickup brand "GMC" in Korea. Including "Buick," which could launch as early as this year, Korea will become the first country outside North America where four GM brands are introduced. The move is seen as an attempt to revive sluggish domestic sales and quash speculation about an exit.
Hector Villarreal, president of GM Korea, on the 27th held "GMC Brand Day" in Gimpo, Gyeonggi, and unveiled three new models: ▲Hummer EV ▲Acadia ▲Canyon. GMC is a global SUV and pickup brand launched in 1902, and was first introduced in Korea in 2023 with the extra-large pickup truck "Sierra Denali." Villarreal said, "Today marks the starting point of fully expanding GMC's presence in the Korean market," adding, "It is the start of a new chapter based on confidence and long-term responsibility."
◇ "Korea is the first market outside North America to offer four GM brands"
GM Korea repeatedly stressed that the introduction of GMC will not be a short-term measure. Villarreal said, "Korea is a strategically very important market for GM, and GM views Korea from a long-term strategic perspective." To back this up, in addition to Chevrolet and Cadillac, GM will introduce GMC and, within this year, Buick. If so, Korea will become the first market outside North America to have all four GM brands.
Villarreal said, "This means Korea is included in a very limited and special market group worldwide," emphasizing, "The reason this matters is that it is a strong signal GM is investing in the Korean market for the long term and that it offers customers more choices."
The remarks appear to address the recently intensifying "Korea exit rumors." GM Korea decided in Nov. last year to close nine company-operated service centers nationwide to improve profitability and restructure its business, which sparked labor-management conflict. On top of that, since early this year it has been at odds with a partner at the Sejong parts logistics center, raising signs of a looming service disruption. While domestic sales plunged nearly 40% from a year earlier last year, high U.S. tariff rates are also weakening its competitiveness as an export base.
Villarreal drew a line under exit rumors, saying, "Demand for products we produce at our Korean plants is very strong, and we plan to continue producing these products."
GM Korea's decision to configure GMC's new models only with the top-tier "Denali" also reflects its view of the Korean market. Villarreal said, "In Korea, GMC will fully pursue a premium strategy centered on Denali. This is not a short-term attempt but a long-term vision to build trust and presence in the Korean market and achieve sustainable growth," adding, "Our intent is to offer customers products across the full spectrum."
◇ GMC builds a premium SUV and pickup lineup
GM Korea officially launched GMC's large SUV "Acadia" and the midsize pickup truck "Canyon." These vehicles will be sold through the nationwide Cadillac network. Maintenance will be available at Cadillac and GM Korea service centers.
First, Acadia will reach Korean consumers in the top trim "Denali Ultimate." It features a Denali Ultimate-exclusive Vader chrome grille and GMC emblem, as well as signature C-shaped LED headlamps. Inside, the Woodland Mahogany interior theme highlights its premium feel. A 2:2:3 seat layout provides a spacious cabin.
The powertrain delivers a maximum output of 332.5 horsepower and a maximum torque of 45.1 kg·m that determines acceleration. It is also the first GM vehicle in Korea to come standard with Tmap Auto, providing navigation optimized for Korean road conditions.
Canyon also comes in a single, top Denali trim. The powertrain uses a 2.7L gasoline turbo engine delivering up to 314 horsepower and a maximum torque of 54 kg·m. The combination of an 8-speed automatic transmission and a four-wheel-drive system enables stable driving on both roads and off-road. It also earned first-in-class certification as a type 3 low-emission vehicle, adding to its economy. Prices for the Acadia Denali Ultimate and Canyon Denali are 89.9 million won and 76.85 million won, respectively.
The "Hummer EV" to be launched in the first half of this year is a high-tech luxury SUV that represents GMC's electrification vision. It is built on GM's advanced EV platform. Based on four-wheel steering, it can move diagonally with "CrabWalk," making it specialized for maneuverability.
A GM Korea official said, "By introducing an EV model that adds future orientation to Hummer's authenticity and reputation, we will enable customers to experience the meeting of brand credibility and advanced technology."