The outgoing GMC Canyon wasn’t a top seller compared to, say, the Toyota Tacoma or Ford Ranger. Or even its sibling, the Chevrolet Colorado. However, there is more to the story. Because while other midsize trucks emphasized economy and volume, GMC Canyon broke new ground by using the Denali sub-brand for more affluent customers who might not want to live with the bulk of a full-size truck. .
Later in the truck’s life cycle, the GMC Canyon AT4 was introduced. And while it wasn’t the Colorado ZR2, it will close the second-generation Canyon’s chapter as the most popular trim level for a GMC truck. This could be a sign that the next-generation 2023 GMC Canyon has more off-road capabilities than ever before thanks to the first AT4X model.
GMC Canyon 2023 marketing strategy is built on success
“Denali is now a quarter of the mix. AT4 more than a third. So we’re almost 60 percent Denali/AT4,” said GMC Canyon marketing manager Will Mallon. MC&T. “So we expect the AT4 to continue to be very strong and then the AT4X to reflect that. I won’t give the exact numbers, but we expect the AT4 and AT4X to be together for the majority of the lineup.” said Mallon.
GMC first introduced the AT4 trim level on the Sierra in 2019. In the following calendar year, the AT4 was added to the GMC Canyon for the 2021 model year, indicating delayed off-road demand from the nameplate.
“We’ve had great success with the AT4,” said Mallon. “It gives you some off-road capabilities, some technology, things that our customers love. It’s actually the most popular Canyon trim right now. So, it is very successful in the market.”
The AT4’s success with the previous model helps build momentum for the new truck and the new AT4X trim. Other variants of the GMC Canyon, such as the Elevation, are expected to start around $40,000.
Canyon AT4X Edition 1 Chosen Over Denali Edition 1
When asked why GMC chose the Canyon AT4X Edition 1 over the Denali Edition 1, as we see with the Sierra EV, Mellon had this to say:
“Since the beginning, we’ve focused on the AT4X and the capabilities it brings, all the technology, all in a super-premium package. So the AT4X is our flagship Halo vehicle, and that’s what we want to build Issue 1 on.”
Canyon’s marketing manager, however, highlighted the success the Denali handling system has had on the midsize truck.
“I think we’ve had great success with Denali. In fact, it’s only a quarter of all Canyons sold … it’s an exceptional car, and it will be in the next generation as well,” said Mallon. “But the AT4X is a really important step for GMC. Our vision has always been top-notch and capable, right? So AT4X is one of our new sub-brands, but we really believe in it. We think it’s as great a vehicle as the Denali, so we wanted to make it an important part of Canyon. But, of course, Denali is the foundation of the next-generation Canyon.”
The hierarchy of the 2023 GMC Canyon configuration will be as follows:
All trims will feature a high-output turbocharged L3B four-cylinder engine with 430 lb-ft of torque, and a well-proportioned wide body that will give buyers great value on lower trim levels like the Elevation and standard AT4. GMC will soon follow American Expedition Vehicles with the even more powerful AT4X AEV Edition. According to our sources, this upcoming package will include the same kit as the Canyon AT4X Edition 1, but with 35-inch tires (instead of 33-inch) and an additional tube mount. There has been no official comment on whether GMC plans to release the Canyon Denali Ultimate.