GMC is still considering an off-road SUV capable of bringing the fight to the Jeep Wrangler, the Wall Street Journal reports. We first heard whispers GMC was considering a super-capable off-road SUV in March of last year, however the idea is now being shopped around to dealers as the automaker looks to capitalize on growing demand for crossovers and SUVs.

WSJ says GMC believes the new off-road model would help grow the brand significantly. Sources claim the new off-road model, which could be the totally unique GMC vehicle GM product chief Mark Reuss alluded to last year, would borrow some cues from the now defunct Hummer lineup and also have similiar capability. The new SUV is still in the discussion phase, but we feel GM wouldn’t collect dealers’ opinions on a product they weren’t seriously considering.

GMC spokesman Brian Goebel didn’t want to comment on the rumors, but said brand vice president Duncan Aldred has been adamant about capitilizing on GMC’s current momentum by expanding its product lineup. Insiders say the idea “is being kicked around real hard,” within GM, so maybe if we cross our fingers and toes real hard, the Jeep Wrangler will no longer be in a segment of its own.