GMC Envisions More Premium Truck Features

General Motors Co.’s GMC unit expects demand for upscale pickup trucks loaded with content will continue to increase in coming years.

Noting that 60% of buyers of the Sierra pickup opt for the $7,450 Denali Ultimate Package, GMC boss Duncan Aldred believes the market hasn’t reached a price or feature ceiling yet. Customers “will pay for premium features,” he tells Motor Authority.

The average transaction price for a GMC Denali model last year in the U.S. was $55,600, according to market analysts J D. Power. This was more than the going-rate for luxury marques such as Audi, BMW, Cadillac and Mercedes-Benz, Motor Authority notes.

GMC’s 2019 Sierra 1500 pickup features a host of available high-end equipment and amenities. The list includes LED headlights, a customizable head-up display, integrated video camera rearview mirror, advanced trailering system with a smartphone app for remote operation, carbon fiber pickup bed and new multi-function tailgate. Safety tech features include low-speed automatic emergency braking with pedestrian detection.

In addition to Denali models, GMC also is launching an AT4 off-road sub-brand, starting with the 2019 Sierra AT4 it unveiled last week at the New York auto show. Billed as GMC’s most premium, most capable Sierra, the new AT4 model gets a more powerful engine and various off-road performance enhancements.

Pricing for the redesigned Sierra 1500 and Sierra AT4 hasn’t been announced.