GMC Sierra Denali and AT4 Push Pickup Price Ceiling To New Heights

Steve Fecht, General Motors

GMC unveils the 2019 Sierra AT4 Monday, March 26, 2018 in New York, New York.  The GMC Sierra AT4 goes on sale this fall. (Photo by Steve Fecht for GMC)

GMC is betting the already lofty price of full-size pickup trucks can rise even higher with its 2019 Sierra, which will also offer a new all-terrain package called the AT4.

This is in addition to the weight-reducing carbon fiber bed that will be offered on the top of the line Sierra Denali.

Interest rates are rising. Truck owners are more likely to buy than lease. Those factors could slow the rapid growth the segment has enjoyed in recent years.

“Interest rates could have an impact and probably will, but we haven’t seen the ceiling for premium pickup trucks yet,” said Duncan Aldred, vice president of global Buick and GMC.

While GMC won’t discuss pricing on these new models until closer to production launch, several officials indicated the AT4 will be priced slightly below the Denali package.

The Detroit Three are building their bridges to an unclear future of ride-sharing and self-driving vehicles on the backs of their highly profitable workhorse pickup trucks. That’s why the redesigned 2019 GMC Sierra, which will go on sale this fall, is so important.

While General Motors’ premium truck brand offers more basic packages (SLE and SLT), the upscale Denali trim level undergirds the truck’s business case.

The outgoing version of the Sierra Denali sold at an average of $56,000 in 2017, according to J.D. Power. Clearly, Aldred and his fellow GM executives expect that to climb higher.

Kelley Blue Book data shows that the average price of all Sierras in 2017 was $49,615, a bit higher than Ford F-150’s $49,439 and FiatChrysler’s Ram ($46,789).

Steve Fecht, General Motors

GMC unveils the 2019 Sierra AT4 Monday, March 26, 2018 in New York, New York. The GMC Sierra AT4 goes on sale this fall. (Photo by Steve Fecht for GMC)