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General Motors’ GMC truck division will launch advertising for its new Envoy and Yukon Denali premium sport utilities in May that aims to take the brand back to its future and away from the 2-year-old “Comfortably in command” tagline.
GMC has been using disparate messages to advertise its various models, touting towing capacity of its Yukon while using Martha Stewart to attract women to the Jimmy. But it plans to reposition the brand as “trucks and sport utilities of the professionals,” said Jimmy brand manager Jeff Cohen.
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