NEVER SAY NEVER. The three words that describe the attitude behind human progress serve well to define the ideas that drive every GMC. For over a century, our engineers have overcome compromise with innovation, making GMC known for creating capabilities that lead to new achievements. That reputation is why people who hold themselves to a higher standard choose GMC above all others. It makes us uniquely qualified to say – GMC. WE ARE PROFESSIONAL GRADE. BRAND DNA: Uncompromising, Capable, Extraordinary BRAND BENEFIT: Enables the expert in you THEME LINE: GMC. We Are Professional Grade. CHARACTER: Confident, Undaunted, Leader