Jordan sets the stage for GMC spotlight

GMC hosted regional motoring and lifestyle journalists for an exciting ride & drive event held across a number of world-renowned locations in Jordan. The ‘GMC Trail Jordan’ was put together to enable the media to test the full GMC line-up and experience at first hand the vehicles’ bold styling, refined interior comfort and driving versatility.

The ancient country of Jordan, which has captivated visitors for millennia, was the ideal location to celebrate GMC’s rich heritage within the Middle East. The country’s dramatic landscape was selected by GMC as the perfect setting for the region’s media to test drive the entire GMC line-up: the iconic Yukon Denali full-size SUV and GMC’s powerful and capable full-size pickup, the Sierra, as well as two new additions to the range - the all-new Terrain and the Acadia Denali.

Media were assigned different GMC vehicles and travelled over 400km from one historical site to another. Starting from the Dead Sea, the GMC Trail moved on to Tafileh, an area known for its green gardens and divine scenery. The journey continued to Wadi Rum, a location famed for its stunning beauty that epitomizes the romance of the desert. Wadi Rum is also known as The Valley of the Moons, due to its ancient valleys and towering sandstone mountains, which rise out of the desert sands; it is also home to traditional Bedouin tribes who live in scattered camps around the area. After Wadi Rum, the trail experienced the red Jordanian desert, known for its challenging off-road landscape that provided the drivers yet another memorable experience.

“GMC is well-known for its strength, performance and refinement, which makes its vehicles some of the most sought-after in the region. We wanted to highlight GMC’s heritage and the equity this brand has built over the years and Jordan provided the perfect location. Jordan is a country known for its rich heritage and unspoiled and captivating environment, presenting the perfect arena to test GMC’s capabilities,” said Luay Al Shurafa, Regional Brand Manager for GMC.

The trail ended at Aqaba castle located in the ancient coastal town of Aqaba. The 13th century castle proved a fitting place to end what had been an exhilarating test of GMC’s capabilities and a journey that celebrated Jordan’s rich history.

Having set up its operations in the Middle East in 1926, history is something that GMC is proud to celebrate. GMC’s history in the region almost stretches as far back as the birth of the automotive industry.

GMC entered the Middle East market in the 1930s with 4x4 and 6x6 vehicles that were specifically developed for desert use. In 1937, GMC introduced its first sports utility vehicle, the GMC Suburban, which is now known as the Yukon XL. The Suburban earned itself a lasting place in the hearts and minds of the region’s motorists and has achieved unprecedented market penetration. It was followed by the Sierra in 1962, the brand’s first full-size personal-use pickup and the GMC Jimmy in 1970.

Today, the strength of the GMC brand remains evident, representing almost 30% of GM Middle East’s total sales in 2010. The Middle East market has always been a key market for GMC and is in fact the only region outside North America where the brand is offered. In fact, Kuwait’s GMC dealer, Mohammad Saleh & Reza Yousef Behbehani, is the world’s largest standalone GMC dealer for both retail and total sales. GMC is one of the most popular brands in Kuwait and Behbehani has held this distinction for the past five years, further underlining the brand’s market strength in the region. The impeccable workmanship, design and styling make GMC vehicles perfectly suited to the tough environment in Middle East and a must have for any driver.

GMC’s future success seems set to continue as it strengthens its comprehensive line-up of crossovers, SUVs and full-size pickups. The Yukon, Yukon Denali, Sierra, Sierra Denali and the Acadia have recently been joined by the Acadia Denali and the all-new Terrain. The Acadia Denali exudes refinement and attention to detail with many luxury features contained within a finely crafted environment. Meanwhile, the Terrain reflects GMC’s “Command Respect” philosophy with its toughness and superior craftsmanship.

“The Middle East is a key market providing tremendous growth potential for GMC,” added Al Shurafa. “This growth will be driven by the economic recovery in the region, robust oil prices, young regional demographics, and our commitment to continue to expand the GMC line-up.”