For as long as I’ve been into cars, I’ve known that General Motors and Allison Transmission go hand in hand. The two industry titans share a long history that dates back to before the Second World War, when GM purchased Allison in 1928 following founder James Allison’s death.
Since 2001, General Motors has stuck Allison badges on its Chevy Silverado and GMC Sierra trucks as a marketing play to advertise that its Allison-designed transmissions could handle the ever-increasing torque numbers coming from GM’s Duramax diesel and gas-powered V8 engines. While that might sound strange, transmissions are far more important for handling huge towing and hauling, and the public caught on. Allison is now a household name (at least when it comes to people who are into cars).
The scheme continued even after GM sold Allison to private equity in 2007, and after the company went public in 2012. Now, the era of the Allison badge is finally coming to an end. But the changes won’t be nearly as drastic as you think.
What Exactly Is Going On Here?
The multi-decade partnership between Allison Transmission and General Motors is reportedly coming to an end on December 31, 2025, according to a communication sent by GM to dealers in October and published by TFL Truck. Here’s what the breakup means for that iconic badge, according to that memo:
Beginning with December production, Silverado and Sierra HD trucks will no longer be equipped with Allison-badged transmissions. As of this date, you must not create or publish new advertising and marketing materials using Allison trademarks for newly produced Silverado and Sierra HD 2500/3500 units that do not carry Allison badging.
You may, however, continue to market, advertise, and sell on-hand inventory that bears Allison trademarks through the 180-day sell-down window, ending on June 29, 2026. After that date, any and all use of Allison marks to promote and sell new Allison-badged inventory must cease. To that end, by June 29, 2026, you must also pull down all digital and website references, remove point of sale materials, and discontinue the publishing of any advertising materials that use or reference Allison marks.
Here’s where it gets extra fun. The memo goes on to say that dealers must start removing Allison badges from existing leftover inventory if they aren’t sold by that sell-down window:
Prior to June 29, 2026, GM will initiate a field action to retrofit any remaining Allison-badged inventory with a non-Allison badge. Again, this is required as GM dealers will not be permitted to advertise or sell new Allison-badged inventory after June 29, 2026.
What that “non-Allison badge” will be isn’t quite clear. TFL Truck predicts the new badges will reference whichever engine is under the hood, though that’s just speculation. A GM representative told me the company “wasn’t ready” to share this information yet.
These Trucks Haven’t Had Allison Transmissions For Years
Adverts like the one above are seared into my brain, which makes me sad that the Allison badge is exiting stage right. But the truth is, nothing under the skin of GM’s 2500 or 3500 trucks will change. It’s been years since any GM 1500, 2500, or 3500 truck has used a transmission actually built by Allison. Starting in 2020, GM started using the 10-speed automatic it co-developed with Ford for those vehicles, and marketed it as “Allison branded.” According to TFL Truck, all Allison did was validate the design. So why now? Well, branding stuff costs money. Car and Driver explains it succinctly:
[T]he reality is that the Allison partnership has been mostly a branding exercise since 2020, when GM introduced its HD 10-speed automatic—which, let’s be honest, owes more to Ford than it does Allison. Given that it’s no longer using literal Allison transmissions, GM evidently took a close look at what it’s paying for the branding and product validation and decided that at this point, probably nobody’s buying a truck or not buying one based on loyalty to a transmission supplier.
If you’re the type of person who simply can’t live without an Allison gearbox between the engine and the road, not all hope is lost—though depending on what you do for work, you might have to make some compromises. Allison still makes transmissions for GM, but only the six-speed automatic units found in the company’s 4500 HD, 5500 HD, and 6500 HD medium-duty trucks. I recommend taking some driveway measurements before heading to the dealership.
In other words the divorce happened years ago. The only thing new is GM no longer has to make child support payments now that the trans has grown up.
It’s long overdue. I’ve had people tell me that the gm transmissions are better then the ford because they are Alison. They are the same junk that need aftermarket parts to not grenade themselves. Alison doesn’t want to associated with current gm quality.
Sorry, I can’t help myself: https://www.youtube.com/watch?v=5_kMPMgVTj8&list=RD5_kMPMgVTj8&start_radio=1
I know GM is killin’ you…
Should be noted that Allison makes transmissions for International, which makes the 4500 HD, 5500 HD, and 6500 HD for GM. Though in this state they’re at least still mated to a DuraMax.
I don’t necessarily think this is correct, or at least completely correct. From what I’ve read, it appears that Allison has initiated this action, not GM. The recalls that have accrued under the Ford/GM joint 10 speed transmission, under the Allison branding, has put Allison’s reputation and brand cache at risk. That is why they are opting not to renew the deal and applying unusually stringent requirement for removal of Allison badges and replacement (with pretty much anything but). For those who are unaware, Allison-branded transmissions in the GM’s trucks are essentially running a beefed up 10L120 as opposed to a run-of-the-mill 10L80. The internals are capable of running more power and torque, but they’re not necessarily a better or higher quality design deserving of the Allison branding.
Yes, as a minor benefit, GM will save money on licensing of the Allison name, but they have more to lose with the halo effect of having the name attached to their products. That would be like saying that dying is a great way to save money, but also…you’re dead, which is sub-optimal.
“Starting in 2020, GM started using the 10-speed automatic it co-developed with Ford for those vehicles, and marketed it as “Allison branded.” According to TFL Truck, all Allison did was validate the design.”
I hate dishonest marketing like this. If it wasn’t an Allison-designed and Allison-Supplied transmission, then it should not have had that branding.
See also the “Cartier” clocks in Lincoln Town Cars
FWIW in 2007 when GM sold Allison to private equity, a small percentage of the Allison engineering staff was retained by GM, relocated to another facility in Indianapolis, and eventually relocated to GM Powertrain HQ in Pontiac.
Some of those folks plus some GM Powertrain folks worked on the design of the ten speed which replaced the Indianapolis designed six speed in the HD pickups in 2020. The original Allison was introduced in HD pickups in 2001.