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An executive cautioned that it is not planning a Jeep Wrangler rival, despite years of rumors pointing to such a project.

GMC has hinted at plans to launch a small SUV to slot below the Terrain.

"To me, there is more room for SUVs in the GMC stable," Buick and GMC brand head Duncan Aldred said at a recent media event, as quoted by Automotive News. "An obvious place for GMC to be if it expands is that small SUV segment."

Persistent rumors have pointed to a GMC rival to the next-generation Jeep Wrangler, possibly a body-on-frame model underpinned by the Canyon and Chevrolet Colorado chassis. Designers are said to have gravitated toward a Hummer-like styling.

Aldred downplayed the rumors, admitting that he doesn't think it is "worth trying to take on Wrangler."

General Motors in 2015 revived its trademark for the Granite, previewed in a 2010 concept (pictured) that hints at GMC's take on the Buick Encore and Chevy Traxx.

Aldred is apparently frustrated that GMC doesn't already have a compact crossover, arguing that the premium truck brand "should have been first in the segment."