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2019 GMC Sierra AT4 First Drive Review | Off-road overkill

The road ahead is dirt with a rut here and a rock there. Brush keeps a respectable distance on the right side, the edge on the left gradually falls away into the valley below. The grade is nothing your treadmill couldn't duplicate and traction is pretty good. Honestly, a couple in their Subaru Crosstrek could pop up here for a picnic. The 2019 GMC Sierra AT4 we're driving is therefore complete overkill. But at least it looks the part as it trudges up this uncharacteristically verdant mountain with San Diego in the distance to the north and Mexico to the south. Its special, dechromed AT4 grille has a purposeful appearance, but tastefully lacks the show-off machismo of Ford and Ram's off-roading models. The red tow hooks are a nice touch and the dark-accented 20-inch wheels wrapped in all-terrain rubber are just the right size beneath a suspension that is raised an extra 2 inches from every other Sierra. That would be one of the key elements that differentiates the AT4 as the Sierra's off-roading model – GMC's answer to the Chevy Silverado's Trail Boss trims. In fact, their mechanical enhancements are identical. Besides the 2-inch lift, the suspension features off-road-tuned Rancho monotube shocks. There's also a locking rear differential, a two-speed transfer case, skid plates and those tow hooks. The 5.3-liter V8 with Dynamic Fuel Management is similarly standard, but unlike the Silverado Trail Boss, the Sierra AT4 offers the 6.2-liter V8 good for 420 horsepower and 460 pound-feet of torque as a roughly $2,500 option. That's the engine we have and it delivers the expected punch, complete with a satisfyingly snarling exhaust note. However, as observed in back-to-back drives with these two available engines during the Silverado launch, the 6.2 certainly isn't necessary. The 5.3-liter is seriously capable and the bigger engine is largely for those who want to have the biggest number possible emblazoned on the fender. It's overkill, which in this particular environment, is fitting. Besides the available engine upgrade, the AT4 also goes beyond its Trail Boss counterpart by dipping into the Sierra Denali's tool box. Its MultiPro tailgate is standard equipment, allowing for six different configurations, the most notable of which include a means of more easily reaching into the bed and a drop-down step that eases entry into the bed. GMC's considerable touting of that last element is rife with hypocrisy given GM advertisements that mocked Ford's similar feature.

General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")

2015 GMC Sierra Elevation Edition goes dark, looks good

Forget about the so-called sporty Chevrolet Silverado Rally Edition. If you want a General Motors pickup with some added style, this one looks like a more cohesive, well-done package to our eyes (though it's also not "sporty," despite GM using that term over and over again). It's called the GMC Sierra Elevation Edition, and it hits dealerships later this year.
For its more stylish truck, GMC has fitted the 2015 Sierra Double Cab with a body-colored grille surround, door handles, mirror caps, side moldings and bumpers. The truck also rides on black 20-inch aluminum wheels.
The Elevation Edition, which GMC contends qualifies as a sport truck, comes standard with the Sierra's 285-horsepower, 4.3-liter V6, though buyers can opt for the more powerful 5.3-liter V8 with 355 hp. Other standard goodies include OnStar with 4G LTE connectivity and Bluetooth, all housed in the 4.2-inch Intellilink color display.