GMC 2027 Vehicle Refresh

GMC set out to refresh the visual experience of its vehicle pages by updating styles across the platform to create a cleaner, more modern look that better reflects the brand today. The redesign focused on giving the overall aesthetic a more editorial feel while highlighting big, bold imagery. The project focused on evolving the existing design language while maintaining familiarity for users and ensuring consistency across all digital touchpoints.

At the core of this initiative was a comprehensive update to GMC’s Figma library. Foundational styles were refined — such as color, typography, spacing, and UI treatments — to reflect an elevated brand identity while meeting accessibility and usability standards. These updates were then systematically applied to shared components and page-level patterns, ensuring visual consistency across the site.

The initiative focused on transforming traditionally static product pages into immersive, editorial-style experiences. The redesign showcases each vehicle's personality while guiding users toward high-value conversion opportunities. By introducing a more dynamic and visually engaging layout featuring bold, aspirational imagery and storytelling, this creates a stronger emotional connection to the vehicles and their standout features. The experience helps users envision ownership while discovering relevant information throughout their shopping journey.

While the vehicle overview pages were designed to inspire and generate interest, the trim pages serve a different purpose by helping users quickly evaluate specific configurations and confidently move toward purchase-related decisions. A need for faster access to the details shoppers use most when comparing options was identified through user research. The redesign shifted the format toward relevant product information tailored to each trim level and focuses on an e-commerce experience.

The new experience centers around a highly visual grid-based layout that enables users to efficiently scan and browse a large collection of imagery. To further improve content discovery, filterable image categories were introduced to focus on key shopping considerations. By surfacing more content upfront, users can quickly gain a holistic understanding of the vehicle's design, features, and craftsmanship without navigating through multiple galleries or image carousels.

User testing comparing the 2026 and redesigned 2027 vehicle pages showed a clear preference for the 2027 experience across both mobile and desktop. Participants consistently responded to the more engaging and immersive visuals. Larger imagery, vibrant color treatment, and integrated video content effectively showcased the truck and captured attention. In addition to improved visual engagement, users appreciated enhanced content structure, including clearer layout, easier navigation, and helpful tools such as vehicle details and side-by-side comparisons. Many users were more likely to scroll and explore deeper into the 2027 page, indicating stronger content engagement.

On desktop in particular, the 2027 Sierra HD Vehicle Overview Page outperformed the 2026 version across most measured attributes, especially in its ability to “capture interest” and deliver a more compelling overall experience. While both versions were considered informative, the 2027 redesign was perceived as more modern, visually appealing, and effective at presenting complex vehicle information in a clear and accessible way.

VISUALLY APPEALING