GMC Middle East has recently unveiled an impressive brand campaign via a short movie titled ‘Legacy of Verse’ to celebrate Arab culture and heritage in synchronize with launching the all-new 2021 GMC Yukon. 

Kelly MacDonald, Chief Marketing Officer, GM Africa and Middle East

We’ve exclusively chatted with Kelly MacDonald, CMO of General Motors Middle East, for her perspectives on the brand campaign, what’s awaiting automakers and more!

BB: GMC Middle East has recently released ‘Legacy of Verse’, the short movie that launches the All New 2021 GMC Yukon. Briefly, what’s the thinking behind the campaign? How are you marketing the new Yukon?

KM: We were thrilled to launch the “Legacy of Verse” campaign at the beginning of this year, following months of anticipation, excitement and hard work behind it to mark the arrival of our 2021 GMC Yukon to the Middle East.

“Legacy of Verse” is meant to celebrate the rich Arab culture and heritage. GMC has been in the Middle East since the birth of the automotive industry and to date, this region remains the only export market for GMC outside of North America. For decades, we brought to this market world-class vehicles to exclusive trims that specifically cater to our Arab audience which earned GMC incredible brand legacies in this region, that has become like its own. In fact, it is fair to say that GMC can be considered an Arab brand and we wanted this campaign to honor this strong connection. 

“Legacy of Verse”combines traditional with modern, being both timeless when it comes to heritage and culture and appealing to the next generation of Yukon drivers when it comes to technologies, adventures and innovative features.

BB: The hero concept of the campaign is that it’s based on Classical Arabic poetry in a unique storytelling format that captures the minds and hearts of the brand devotees. Please comment with some elaboration on the creative strategy approach of the campaign.

KM: As I mentioned, the “Legacy of Verse” campaign celebrates the strong connection GMC has with its Arab audience. Speaking of which, over the years, the GMC Yukon’s devotees in the region were so inspired by its power and premium features that some have taken to writing verses in the style of Classical Arabic Poetry about it. That is not something you see every day, or that we take for granted at all, which is why this was the key element of the campaign. 

“Legacy of Verse” revolves mainly around verses sourced from a variety of these classical Arab poems and are spoken through our customer’s voice. To talk more specifically about the execution of the campaign, our creative team, spent weeks meticulously curating and combining some of these verses that show appreciation to the nameplate, to craft a story that unfolds through the words of its most passionate admirers. We’ve partnered with a renowned director and music producer to ensure the execution mesmerizes all senses.

The outcome can be summarized as true poetry in motion. 

BB: What’s the big deal in the All New 2021 Yukon?

KM: The 2021 GMC Yukon is a Premium full-size SUV that is made to be used. Launched in the region in November 2020, it is our hero nameplate within the GMC line-up.

The 2021 GMC Yukon brings our customers GMC’s class-leading technology and elevated engineered capability across all trims. It comes available with up-to nine camera views, the most in the segment, to increase driver awareness. These include High Definition Surround Vision and Rear Camera Mirror. 

The Yukon also packs a segment-leading available 15-inch-diagonal multicolor Head-Up Display projects speed, navigation, safety features and other driver-centric information when fully equipped. The 2021 GMC Yukon is also available with first-in-class four-corner Air Ride Adaptive Suspension that delivers the optimal ride quality and can raise the body by up to 2 inches (50 mm). When it comes to the looks, the All New 2021 Yukon exterior styling is more striking than ever, with distinctive lines made with the Middle East customer in mind.

Additionally, the GMC Yukon also gives customers the option to opt for a model that best suits their lifestyle thanks to our high-performing sub-brands, the premium Denali and the first-ever AT4.

Sitting at the pinnacle of the line-up, and bringing a new level of first-class experience, the All New GMC Yukon Denali is truly the quintessential Denali to date. It comes with a bold and dominating design from the outside including the signature Denali grill, a refined first-ever exclusive Denali interior with 4 different color and trim combinations paralleled with many unique touches of sophistication. The Yukon Denali is powered by a 6.2L engine with Dynamic Fuel Management and delivering an estimated 420 horsepower.

The first-ever Yukon AT4, for off-road adventure lovers, offers a whole new character for the Yukon and fulfills GMC’s promise to bring the AT4 sub-brand across the entire lineup. The most capable yet refined AT4 gives customers the off-road capability, innovative technology and bold design they want to complement their outdoor lifestyle. It is perfect for those who seek a vehicle that tackles any terrain and conditions yet want a daily driver that is refined in look and feel. From a performance level, it comes with a standard all-new 5.3L engine also with new Dynamic Fuel Management that enables the engine to operate on two to eight cylinders, to optimize power and efficiency. 

BB: Poetry and music are always intertwined. Does the use of Classical Arabic poetry in the campaign signal GMC’s interest in venturing in sonic branding or embedding music inside the brand DNA?

KM: In any culture, language is the principal form of communication for its community, and in this region, it is the Arabic language, which by the way, I am fascinated by including its various dialects.

Additionally, we know how essential and respected Arabic Poetry is as a refined form of Art in this region, and in the UAE specifically, which makes it very special for us, that the Yukon reserved a spot in the verses of those poems – and that is why “Legacy of Verse” uses Arabic Poetry.

Regardless of the brand’s future ventures, what we can assure you is that the Arabic culture is in GMC’s DNA. 

BB: The global pandemic made it a tough year for global auto makers and auto marketeers. As a CMO, what do you see 2021 bringing for the regional auto industry?

KM: The past year has been tough for everyone, across industry and in the world. The automotive industry was not exempt from those challenges as it suffered a decline throughout 2020 and the predictions were the very worst.

However, tough times like these, showed us the strength of our network and helped us reiterate to our valuable customers their importance and that of their safety which sits at the center of everything we do. As GM, we are proud to say we haven’t only weathered this storm last year, we’ve also maintained a strong financial position in the process. Better yet, GM in this region outperformed much of the broader industry.

We’ve navigated through some of the biggest challenges, with the support of our unique dealers’ network across the entire region. As the pandemic outbroke, we quickly extended our 24/7 roadside assistance and warranty on all expiring vehicles to meet our customer’s needs and bring them some peace of mind in unprecedented times. 

Another milestone last year was the launch of our online car purchasing platform, Shop.Click.Drive allowing customers to buy their GMC vehicle from the comfort of their homes. The platform brought a seamless digital car buying experience by enabling customers to prearrange secured financing, through GMC’s website which further accommodates our customers’ need for convenience and safety.

Despite all the difficulties across markets, we have a lot in store for the immediate and long terms future for GMC here in the region and we are confident that with our amazing dealers network and loyal customers, great times are ahead of us.

BB: The MENA Region is cluttered with a handful of automotive brands in the category of SUVs, crossovers, vans and trucks. What differentiates GMC?

KM: GMC has a strong connection to the region, and we believe the Arab culture is part of our DNA. In fact, GMC’s entry into the Middle East market was marked by the 4×4 and 6×6 vehicles that were developed for desert use in the 1930’s and used heavily by Oil Prospectors and Merchants.

Over the years, we’ve brought to this market world-class vehicles to exclusive trims and tech and cargo capabilities that specifically cater to our Arab audience, and today, we are proud of the premium, world-class line-up we offer our loyal customers in the region from SUVs and pick-up trucks. From the compact SUV Terrain, the mid-size SUV Acadia and the all new Yukon to the unmistakable Sierra, our crossovers and trucks deliver GMC’s signature combination of intuitive technologies and premium execution.

Additionally, thanks to our high-performing sub-brands, the most premium Denali and the AT4, we give our customers the option that best suits their lifestyle for every nameplate. 

On another note, the past year reaffirmed our strength in this region, and we have a lot more in store, starting with OnStar, GM’s pioneering in-vehicle safety and connectivity technology on the GMC Yukon, which elevates the ownership experience for every Yukon driver by keeping them more protected and connected on the road. 

BB: The future for the global automotive industry is heading towards an all-electric one. How do you see this impacting GMC in the region?

KM: We’ve seen an increasing demand and need for Electric Vehicles (EVs) in the region, and it will continue to grow in the years to come. There has also been an uplift in the electric vehicle (EV) infrastructure locally and regionally. Governments across the region, particularly in the UAE, have very specific targets in this area, and we are working hand in hand to help in the progress. 

As part of General Motors vision of a world with Zero Crashes, Zero Emissions and Zero Congestion, we believe we can play an integral role in speeding up this adoption and changing the face of mobility, while continuing to grow our Truck and SUVs line-ups. As we move into the next phase of mobility, producing cars that are smarter, cleaner and safer, we look to translate these longstanding legacies, delivering vehicles that embody the GMC DNA, no matter how they’re powered.

As a first step, the 2022 HUMMER EV Edition 1, a first-of-its kind super-truck and GMC’s first ever EV vehicle, was revealed globally last October. Developed to forge new paths with zero emissions, it encapsulates everything that GMC stands for. It is premium, packed with cutting-edge technology and segment-exclusives. It is driven by the next-generation EV propulsion technology that enables unprecedented off-road capability, extraordinary on-road performance and an immersive driving experience designed to put occupants at the center of every moment.

As GM Middle East, as part of our 2021 regional business and growth strategy, we’ve reinforced the positioning of this region as a critical piece of GM’s past, present and future in leading towards our current and future mobility goals. While the entire automotive industry is undergoing a fundamental transformation, balancing between electric and ICE vehicles, we are leading this evolution and will continue to deliver on both fronts, bringing the latest and greatest to the Middle East.