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GMC EXPLAINS BUSINESS CASE FOR 2023 CANYON

Technology And Capability Play A Major Factor

2023 GMC Canyon Denali
2023 Canyon Denali. Image Copyright Steven Pham, Muscle Cars & Trucks.

The configurator for the 2023 GMC Canyon has just gone live, and while you can get a lot of capability for your money, the pricing quickly increases with each trim level. For example, while the base Canyon Elevation has a base MSRP of $38,095, the higher trim Canyon AT4X will set customers back $56,995 and over $60,000 if they opt for the Edition 1. To compare, an outgoing GMC Canyon with a crew cab and short box configuration (the same style as the new one) can be had for about $32-grand on the nose right now, though is not nearly as nice, or as powerful.

In short, this new GM midsize truck is moving upmarket.

In a market climate where there’s not enough small/cheap trucks, that’s a hefty price for a midsize truck and brings the vehicle into the full-size truck price range. However, the GMC marketing team believes the new Canyon is the right-sized product at the right time, based on customer feedback.

“I think the market is very strong right now,” GMC marketers told MC&T back during the truck’s reveal, before pricing was made public. “There’s a lot of technology in this truck, a lot of capability new to this generation. It’s in an ultra-premium package, it is highly limited in the market.”

2023 GMC Canyon AT4X Edition 1 Denali L3B Engines Nick Katcherian
Image copyright Steven Pham, Muscle Cars & Trucks.

GMC is hoping to net the same customer with the new 2023 Canyon as with the outgoing one that’s been on sale since the 2015 model year, while meeting their growing demands for technology and capability.

“I think the biggest thing that’s changed with the customer base for Canyon is they’re looking for technology. We did a lot of research with them. The midsize truck segment… a lot of the technology that you see in full-size trucks and full-size SUVs hasn’t hit the segment yet. With this next generation truck, it does.”

GMC marketers also reached out to vehicle owners within the Canyon’s competitive set, where they shared similar sentiment towards technology and capability expectations for their trucks. Almost 60-percent of current Canyon customers are either choosing the range-topping Denali or AT4 trim levels.

2023 GMC Canyon Denali Steven Pham
Image copyright Steven Pham, Muscle Cars & Trucks.

As for capability, the trim level that sits atop the 2023 GMC Canyon lineup is the mighty AT4X. This variant sits an inch taller than both the Denali and Elevation trims, and comes with an available underbody camera system, front and rear locking differentials, 285/70R17C Goodyear Wrangler Territory MT tires wrapping around 17-inch wheels, 11-inch digital instrument cluster, outboard-mounted Multimatic DSSV dampers, and more.

Stepping up to the 2023 GMC Canyon AT4X Edition 1, customers will get the AEV-sourced brush guard, COMEUP winch, beadlock capable wheels, accessory power box, front skid plate, 30-inch light bar, unique badging, standard underbody cameras, and a reconfigurable bed rail system. This package, which is limited and has late availability, adds $9,295 to the $56,995 USD price tag of the AT4X. If that’s too steep, the $2,995 Sports Bar Package may suffice, which adds the light bar, brush guard, and accessory power distribution box but will still make customers pay nearly $60,000 for the midsize truck.

Written by Zac Quinn

Zac's love for cars started at a young age, after seeing the popular Eleanor from Gone In 60 Seconds. From there, fascination and enthusiasm blossomed and to this day the Ford Mustang remains a favorite. His first job started out detailing cars, but also provided the opportunity to work on restoration including an 1968 Ford Mustang, Ford Firebird, and a C3 Corvette, though he left that job before further work and experience could be had. From there, he was a detailer at a car dealership before quitting that job to try and finish college.

Much of his free time while studying was spent watching YouTube videos regarding new cars, or off-roading. 4WD247 is a personal favorite channel which rekindled a dying flame in car enthusiasm, now tailored towards trucks and SUVs and the fun that can be had building up an overlanding rig, and going on adventures, though, that chapter remains unwritten for the time being.

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