DETROIT -- Emblazoned on the hood of the GMC Sierra All Terrain HD Concept are the names “Allison Transmission” and “Duramax.” General Motors, it seems, may try branding its powertrains.
It's a concept made famous by the successful “Intel Inside” campaign. Or think of Chrysler's “That thing got a Hemi?” campaign.
“Duramax” is the name of GM's diesel engine subsidiary. But Allison Transmission, formerly a unit of GM, now is an independent company.