GMC Celebrates the Success of the AT4 Sub-Brand in the Middle East

GMC Middle East has renewed its commitment to bringing world-class technology and premium vehicles to serve the region’s off-roading needs, by placing the present and future side-by-side. During an adrenaline filled, all-terrain adventure on the Arabian sands, GMC Middle East celebrated the exceptional success of the GMC AT4 sub-brand in the Middle East, which has redefined the adventure category since its introduction to the market.

In light of the remarkable success of the beloved AT4 sub-brand in the Middle East, a market considered like its second home, GMC has confirmed that the AT4 line-up will be completed by the first quarter of 2022, with the planned addition of the first-ever Terrain AT4. The 2022 GMC Terrain AT4 was designed to be bolder, sportier and more capable than ever and will offer customers more choices that suits their persona and lifestyle.

Building on this accomplishment, GMC have now unlocked the next chapter in their off-roading story and set the scene for the future of the segment, with a surprise reveal of the revolutionary GMC HUMMER EV for the first time in the region. The reveal teases the official arrival of the GMC HUMMER EV to the region set for the end of 2022, which will be a gamechanger in the electric vehicle and off-roading spaces. The first-of-its kind super-truck is the leader in the quiet revolution and was built with the ability to tackle all types of terrains, including the Middle East’s rocky roads and sandy dunes. Offering best-in-class 1,000 horsepower, this super truck brings features such as Adaptive Air Suspension hardware, Extract Mode, Terrain Mode, One-Pedal Driving control, e4WD and torque distribution, as well as pioneering CrabWalk mode.

Sharon Nishi, Chief Marketing Officer, GM Africa and Middle East said: “GMC’s operations in the Middle East started in 1926. Today, almost a century later, we are proud to witness the continuous growth and strength of GMC’s legacy in the Middle East market, one that we consider our own and a culture that is embedded in the brand’s DNA. The Middle East remains to date the only export market for GMC outside of North America, and we are committed to continuously bringing our customers the all-terrain companion that they need, from class leading innovations, distinguished features and of course unrivaled off-roading capabilities. Last year, we saw the launch of the first ever all-new Yukon AT4, which has witnessed an incredible response. Today, we are very proud to gather and celebrate the success and completion of our AT4 sub-brand, but also open a new chapter with the regional reveal of the GMC HUMMER EV, a first-of-its kind supertruck. When this revolutionary vehicle hits the roads of the Middle East late next year, it will be one of the most capable vehicles on and off the road.”

The AT4 sub-brand line-up is engineered to add an extra level of functionality and technology, bolstered by premium everyday comforts to create a league of their own and the level of capability will vary across each vehicle, matching the needs of customers in each segment. AT4 is made to be used, both on and off-road. Accumulated with an ambience of rugged luxury, the AT4 range looks the part.

Last year, both GMC’s loyal and new customers were taken by storm with the introduction of the first ever GMC Yukon AT4. The full-size SUV offers an additional layer of off-road ability, innovative technology, and bold design to complement its drivers outdoor lifestyle. Key features of the vehicle include GMC’s best-in-class Air Ride Adaptive Suspension, grippy 20-inch Goodyear^® all-terrain tires, power side steps, exclusive door sill plates with the AT4 logo and an all-new active response 4WD™ system.  In parallel, it is equipped with luxurious infotainment and interior details such as an all new rear-seat Media System featuring class-leading dual 12.6″ diagonal screens with touch-screen and screen-sharing functionality, an AT4-exclusive premium interior with Kalahari accents and brushed aluminum details, a premium AT4-specific carpeted floor mats, ventilated driver and front-passenger seats for extra comfort and a panoramic roof to name a few.

As for the GMC Sierra AT4, it redefines capability in the off-road space as the truck delivers a unique formula of authentic off-road capability and innovative technology paired with premium refinement and a bold appearance. The GMC Sierra AT4 is meticulously crafted with an enigmatic exterior finish, paired with modern detailing to elevate the vehicle into an eye catching blend of engineering, easily attracting attention from other passengers on the road. As standard, the vehicle includes a 2-inch factory-installed suspension lift, Standard 4WD with a two-speed transfer case, locking rear differential, and Off-road-tuned Rancho monotube shock absorbers to name a few. To honor the regional fans’ love of GMC, the brand brought the Sierra AT4 reg-cab exclusively for the region in 2019.

Alongside the prominent GMC Sierra and Yukon and the anticipated GMC Terrain, sits the practical GMC Acadia in the AT4 line-up. The Acadia AT4 features a distinctive design, bold exterior styling cues with darkened finishes and exclusive details that create an aggressive attitude, sportier look and a rugged presence built to adventure beyond the pavement.

Over the past nine decades, GMC has consistently delivered on its customers’ needs, bringing world-class vehicles to market that introduce leading advancements and innovation with no limits. GMC celebrated its legacy in the region with the success of the AT4 line-up and its promise for a sustainable future claiming its territory in the premium, off-roading and class-leading innovator spaces.