GMC Plans To Ratchet Up The Luxury For Future Sierra Models
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The 2019 GMC Sierra, complete with its Swiss army knife of a tailgate, is perhaps let down by one area: the interior. While General Motors made a concerted effort to ensure the 2019 Sierra and new Chevrolet Silverado were more than corporate cousins, both trucks feature nearly identical interiors that, to be blunt, already look dated.
The GMC brand has heard this loud and clear, per a Bloomberg report on Monday. Phil Brook, GMC vice president of marketing, said the brand is working on loading more luxurious features into the 2019 Sierra for future models. The report detailed the luxury shortcomings of full-size pickups in general, which regularly sell for an average price of $50,000. For the same amount of coin, buyers can load up a German luxury sedan with opulent materials and greater technology. Experts suggest consumers are starting to see through the cracks as GM, Ford, and Ram benefit from cushy profit margins by skimping out on serious luxury tech but charge premium prices.
Still, Brook believes the GMC brand has a major advantage over established luxury brands. Its vehicles are far more versatile. They can haul, tow, offer more space, and no one will catch a Mercedes-Benz luxury sedan off-road. The G-Class is a different story.
We should expect GMC to pack future Sierras with far more creature comforts, even a larger touchscreen, as the publication asked if buyers will finally be treated to some really premium features. “It sounds like you’ve been to some of our product-planning meetings,” Brook said.
A recent survey found 68 percent of truck owners believe pickups are overpriced and lack value. Another 17 percent of those surveyed said their next vehicle would not be a pickup truck.
Could it spell a changing sentiment for a market that’s been so focused on SUVs and trucks? Time will tell.
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Source: Bloomberg
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To be honest I am not thrilled with any full size truck interior. the consoles are too big. The materials are all lacking.
The Ram some think is better but it has too many buttons and the larger screen is only more area for finger smudges. Fords cheap plastic reeks.
GM needs to discover more of us want more than Jet black and ugly cloth on the seats. The material looks like the 1990’s all over again.
Save the big screen and just give me HUD like GMC has now but make it an option in all trucks or standard in more.
I spent a lot of time in the full size trucks and while some present better they are still not user friendly and more color than quality.
The Raptor for what you pay nearing $80K is a disgrace.
While many here choke on GM and fairly so the others are not all that much better.
I did like the floor storage in the Ram but not much else.
There are other areas to work too. Skip the Air Ride that will fail in 8-9 years leaving me sit on the ground like an old Lincoln. Give me better struts and shock. If you can make better off road ones for the ZR2 what can you do for the full size on and off road?
The consoles in the 19 trucks are too small, the 18s were larger and much better. The interiors we’re also pretty dang nice in the k2xx trucks bit they did step down on quality. I think you’ve either never sat in a 1990 vehicle or your memory is way off.
Overall it sounds like you would be better suited with a crossover or Ridgeline. What you claim everyone wants is not what I want in a truck and I sure hope GM never goes that route. Look to the Pacifica for in floor storage or perhaps a Traverse – they’re very nice.
You certainly are very judgmental on some one you have no clue about.
#1 I have a lot of time in GM full size trucks back to the 70’s.
#2 GM cloth interiors have sucked for a long time even the present Colorado cloth is nasty looking.
#3 I never said what others want these were my own personal observations of my personal thoughts.
FYI I own a Canyon Denali not a cross over or Ridgeline.
My thinking is bigger is not better. Stop the game and just make the trucks better and more practical. I liked the 1988 size or the 1978 Sierra Granda that we had that looked like Rockfords truck.
As for floor storage the floor pockets are nice for tie downs
1) I would like to see the safety standards raised up with GM’s new tailgate, to have a red blinking warning led in the DIC to show when the tailgate is down buy being illuminated when the ignition is turned on . The door chimes should also sound if the vehicle is placed into any forward gear above 5 mph.
2) There should be an interior for the Model 1500, SLT and DENALI which is not set up for the contractor only options. There are many people that world like leather seats that are wider in the base and back rest and more comfortable than 2019,20-21 models and still have their cooling ,heating, and adjustable features, believe it or not the arm rest should still be used on the sides of back rests for front and rear passengers.
3) The Gear Shift needs to be put into the center console of the 2 and 4 x 4 wheel 1500 series truck models. The Auto 4W,2H,4L, should be square button inline style on driver side of the center console in a signal line up so drivers recognition will be quick.
4) To end with the heads up display is an AWESOME DRIVER SAFTY feature which keeps the drives eyes forward and their peripheral vision working at maximum in order to use the most out of their defensive driving skills to avoid life threatening accidents.
I have owned a GM truck since 1975 and have been proud of it to snowplow, haul firer wood, tow trailers and just enjoy going for a drive with Leslie my wife of 47 years. I have been in the vehicle maintenance end of the horseless carriage for over 57 years of commercial and military use .
Thanks for taking time to listen to some constructive ideas in in the hopes of making a Sierra ever better.
It is said that “pickup trucks are very profitable” for the manufacturers. At least two ways that can be interpreted is this: pickup trucks are popular, one can sell a lot of them at a modest markup and make a lot of money” or “the pickup truck market is not that price conscious. Charge a high price (big markup) per vehicle, probably sell fewer of them, and make a lot of money”.
The problem with the second approach is that we, the consumers, suspect that is what is happening and we feel stupid to go along with it. It is not a good idea to have your customers think they are stupid for buying your trucks.
That is the trap the truck manufacturers have set for themselves.
When it comes to the comments about what new feature is good or bad, too big or too small, what we want is choice. There is no reason why everyone could not be accommodated in a competitive environment.. Forcing packages on the buyer is no help, and it is not clear why manufacturing could not be more “custom” designed.
That’s right, a lot of trucks have gotten supper expensive. This is where I think the new GM twins will shine. They are more affordable than other vehicles. I look at fords chevys and rams priced online, ram is offering 15000 off msrp to match chevy’s marked off 10000. The rams are nicer, but how long will the 15k incentive last? everyone wants a super nice truck, but lets be honest. 95% of truck buyers can afford a ram limited, and will be looking at the bighorn trim, which when properly equipped is the same price as the LTZ Silverado with a 6.2L engine. Chevy focused a lot on the Custom and LT trims, where 9 of 10 buyers will go. At 15k off id buy a ram, but if the gmc’s became 15k of id go the other way. either way I cant afford 60K for a truck. A ritzy truck is cool, but ill never own it.
I have 4×4 crew V8 Rams here for the price of mid size trucks as they are $35k. GM trucks are $45k..
Makes you wonder what corners they cut under the skin.
Often at FCA the heavy frosting covers a stale cake.
“Heavy frosting covers a stale cake.”
That’s exactly what Ram did with the NBS 2019 Ram 1500. They replaced the cast aluminum upper control arms with wimpy plastic parts, the bed is a lower grade of steel, the electrical system is a cheap mess, the brakes on these trucks have been notorious for seizing up with corrosion due to unprotected cast aluminum calipers, the air ride system is designed to be as cheap as possible, etc. My last Ram fell apart in just a few years. Edmunds had a long term Ram 1500 just a few years ago and that thing was constantly at the dealer for warranty work.
scott3, I just see it as people aren’t getting as screwed buying the RAM as I am buying a GM.
I’m done with the FCA isn’t as good. That old argument just doesn’t hold true anymore. Too many people drive them and the word is getting out. GM just messed up on the new trucks.
GMC/Chevy got lazy
The new interiors have some nice features and a solid update over the 2014-2018 trucks, BUT it’s more of a mid cycle refresh than a new generation, and that’s not ok.
I think they should also do like they did with the 2007.5-2013 trucks, where the LTZ and Denali trims had a completely different interior (Had the Tahoe interior), everything from dash trim, air vents to interior door handles were different.
It’s really not hard to figure out. All the time spent in focus groups could be eliminated if they actually hired engineers and designers that are TRUCK PEOPLE.
GMC/Chevy wasn’t lazy. The last gen trucks by far had the best interior, better than ford, better than ram by a huge margin. In designing the new trucks how do you improve an interior with no customer complaints? they tried to improve everything they could think of and keep what was loved the same. The new interiors are still super nice, they are just average when compared to the ram, not much worse, but just lackluster to all the interior bling on the rams. If ram had just done a facelift on the new interiors would anyone even care? mostly the new rams look newer because they overhauled everything and it has the appearance of “new”. I actually think the GMC’s have a better laid out interior than rams, just I wish they had more colors and more accents on the doors. I agree with using designs from the Tahoe/suburban. There is a little more to work with.
I agree. The GM interior is very user friendly, durable and well laid out which makes for a good drive but it wouldn’t hurt them to mix up color schemes a bit. This is where Ram is really killing it. Even their mid line interiors are very nicely appointed with a few different color schemes that provide some contrast. Whether it’ll hold up, I don’t know, but I know the GM holds up well so maybe they could liven it up a bit.
For Denali, they need to have the exclusive materials. They did do it somewhat with the 2019 but still very conservative. Why not go all out and build something to rival Longhorn and Limited? How about an LSA engine option? Just do something bold again.
I never once questioned the functionality. Simply the Materials used and the Outdated Design.
The Mid-Pack Ram interior is nicer than the High Country and the Denali. The Base versions (Not even talking about the WT) are almost a complete Joke when you compare the materials used. That is totally unacceptable in todays Market.
So truck people want a car interior? Um, no. Obviously you are not a Truck person. I am going to guess this is your first truck and you traded in a luxury car of some sorts? The GM truck interiors are laid out excellently for truck duties, large knobs and switches, less small buttons, good storage, etc. The previous gen interior focus grouped well as people who work in it daily. People only complain because Dodge put a snazzy interior that looks like it was mimicked after a Mazda in and people who came from cars are all ohhing and ahhing. Many people have concerns about it actually standing up to abuse in 5 years as it doesn’t seem durable. Already there are tons of issues on the forums with them. Don’t put a car interior in my truck please. GM did well with the current ones, it isn’t as visually appealing but it wasn’t meant to be. It was a evolution of the previous design that worked very well with some new features and upgrades in areas and the money was spent on actual truck improvements (bed, frame, engines, transmissions, etc). You know, the stuff a truck should actually worry about and do the best…
When someone intentionaly buys a Denali, then hell yes Its SUPPOSE to be the Cadillac of GM trucks. So if I am pulling a 48 GN or a 30 foot horse trailer, we paid for qhat is to be the best. If you think not for you then order a work truck with rubber floor mats and cloth seats.
Chuck
Not sure if this is a real comment or not, “it isn’t visually appealing but wasn’t meant to be” People want a luxury truck when they buy a luxury truck end of story. I have had trucks my whole life and now I want a luxury truck that is my family ride and can also pull my boat and trailer when I need. I want the “cadillac” of trucks. You can still have your single cab long bed truck. The Denali’s need to be on par with the luxury cars.
I could not agree more.
I want a truck I want.
If Denali is supposed to be the best GM truck it should be the BEST.
A do it ALL truck BEST isn’t that what GM has said ? Denali is the best!!
If I don’t want a sun roof in my Denali, I don’t want one I am paying for it.
If GM wants to sell me a 2020 HD Denali it better be able to have NO sunroof or roof lights.
This is my point If I am paying the top dollar I want what I want or I will go where someone offers the most of what I want.
I guess I don’t know how to express it to GM. I am a truck guy. I use a truck. I have had to have more done with the most expensive GM vehicle than any of the rest, however the last 3 have NOT been good.
On top of that GM CUSTOMER service is TERRIABLE !!
Now all I hear is the RAM is not a good vehicle.
Well I own 3 GM that would fit in that category !
And again GM’s lack of truly caring about there paying CUSTOMER is concerning.
So even if GM truly believes this interior is NOT up to par for the TOP truck ( and I don’t believe they do ) will this take 5 years to get fixed ?
Someone at GM needs to do some PR work.
Real PR, public relations, NOT dealer relations, PUBLIC, CUSTOMER.
Get some of those worthless CUSTOMER support people who do nothing but say the same thing every second to talk to CUSTOMERS.
This is getting out of hand !
Good luck !
When you see the new and old side by side above they are different but similar. Seems that all the mags and critics need to see them side by side to see the difference. I think it looks better laid out. could they use a bigger screen yes, but not much maybe a 10inch. I think its funny how mazda got rid of the touch screen in the new Mazda 3 and they think it was great idea. Everyone knows if GM did that it would be like the world is going to end to the critics and magazine writers. GM could have leather all over the dash and they still will say why would you do that in a truck.
GM needs to enhance interiors across the board not just GMC.
I don’t care how GM tries to spin this, it is embarrassing that they are not even one year into production of the current model and are already admitting their Interior is NOT good enough in todays Market. I said it from the second I saw these Two interiors that they were a Joke for todays Market.
At least they are not ignoring this HUGE issue.
The new GM trucks are nice, but for sure there are some shortfalls. Being in sales for Gm myself I hear it all the time. Here is what really needs to be reworked: Bigger radio screen in upper models like Denali and AT4 – 10 inch is perfect,
add more styling cues to the dash/radio/HVAC – break up that black melted plastic look, it’s so bland and cheap,
improve the soft touch dash materials – the last gen were actually softer and more premium feeling, these ones feel tough, rough and less premium,
Denali should have a power tilt and telescopic steering wheel like the Yukon has, for real it’s an $85,000 truck up here in Canada
Rain Sense wipers – bring them back!
As silly as it sounds, customers liked the silicone grips on the temp controls and volume controls, somehow add those back
replace the cheap black plastic trim on the steering wheel and make them aluminum again
make the driver memory and heated seat buttons larger, the buttons are big enough for a child to press, but too small for a grown man to accurately touch and use. They seem hidden.
That’s my short list. Take it and do with it what you may, coming from a guy who sells these things up north.
I prefer the silicone control knobs. Especially in the winter when I usually have heavy gloves on. The new fake metal knurled knobs are too small and have a cheaper look to them.
GM also needs put a center console in the back of the fold down seat in the Classic. They’re selling a Custom Trail Boss but the fold down seat doesn’t have a storage compartment like the LT’s. Plus the instrument cluster display on the Custom trim trucks is super old and outdated. It looked like it’s from a GMT900 truck.
Add adaptive cruise control as well… then I will buy one
On a new note. The Denali with ALL those cameras. Please make sure IF you are reversing… once you set a camera OR mirror settings that it DOES NOT reset in 20 seconds. Then take you 3 minutes to reset all those settings! To flop from a trailer camera and try to keep the tail gate camera from taking over the screen! And 3 minutes resetting that camera! Traffic loves ya! Thanks for the dent in my trailer!!! Oh did I say its 48 feet lomg! Yes looking at a 2020 Denali Dually. Currently have a 2016.
I have been a gm person for 20 years but is thinking of trying another brand..I really like the 2019 GMC but they left out to many details like taking away the power paddles and no adaptive cruise control and you have to get pretty much the same interior in every truck.they need more color options and a nice design pattern in the seats something like the ram does.over all gm needs to step up its game like ram did and still keep affordable prices like ram
Fingers crossed that GM’s core automotive market “Large SUV segment” will have visibly more opulent interiors than what the new Silverado and Sierra trucks have to offer.
Ok GM this is your tip of the ice berg. How much WILL make it into the 2020 model year! Over the years the above was spoken out loud. But what about all the NEW details! Why wait? Early marketing will either make or fail on purchases. Can you take the obvious and make software changes or and fix the obvious to the owners. But its a new model year and ALL supplier chains are linked and in production. Are we talkkig 21….22… 25 model years! Whats the actual action in hand period.
It’s a pickup truck people it’s not supposed to be fancy like cars. GM is the only one that understands that pickups require durable interiors. All that electronic crap the other ones have are terrible the wear out after 1 year right when the warranty on it is up then you gotta pay thousands of dollars to fix it . If you want luxury something else besides a GM pickup. As for all that self driving or adaptive stuff if you need that then well take more driving lessons get off your damn phone and pay attention to what’s going on. The end good job GM. Hopefully this comment doesn’t offend to many but we actually need reliability before luxury
Joshm other truck company’s have alot of this stuff in there pickup trucks and it’s not giving out..read the internet. Ram has surpassed GM in sales in 2019 and they weren’t close before..and this is a new area and most all people want this changes.its time GM realizes that like Ford and Ram has.or there sales will keep dropping..I heard a sales say in my area they have lost alot of sales just because GM stopped using power foot paddles.. my wife and I use this option and if it’s not in the 2020 model I to will be changing to Ram
I have owned GMC 1/2 Ton trucks since 1959. Yep, ordered a 1959, 1973, and 1994 (now has 256500 miles on it) and every one of them received the best of care. With almost no exception, all of them have been trouble- free. I just ordered a 2019 Sky Blue Ultimate Denali 1500 with Dark Walnut/Ash Grey interior. I don’t remember ANY model year where GMC took 2nd place in most every category… until 2019. In my opinion, RAM is still chasing GMC with one exception… interior/gadget/gizmo
appeal. It seems like GMC has focused on convenience and fundamental design features and forgot about interior door panels/seat/dash appeal including material quality, design and color options. From my perspective if GMC is going to offer a “luxurious” but tough and ready machine and charge a luxury price, then the damn thing ottabe instantly luxurious to the eye when the door opens… and it just plain isn’t!! All that being said, it is acceptable to my 1946 elderly eye, but going forward it is my belief, unless society at every level changes it’s truck buying attitude, truck luxury price MUST be worth it and it’s not!!
Must be nice to order a new truck at 13 years old!
Do the math .he was born in 1946 and ordered a new 59 truck!
Old people and computers. probably a typo.
From what I am reading here it seems that GM relied too much on focus groups and not common sense.
They did a great job on some areas and fell short on others. People don’t buy just parts of a vehicle they buy the whole thing. So GM fell short by not doing a great job on the whole truck.
One of the real problems with the trucks and cars now is that the companys have been forced to hire women by the “inclusive” party. So now they have women giving their input into the design, ergonomics, color choices, etc of these vehicles. This is a fact. Don,t get me wrong, I love women and have been married to one for 55 years but keep them out of designing anything for me – I want a TRUCK, not a girly toy with funeral colors and satin seats.
Sounds like funeral colors, a satin interior, and six handles that open nothing is in your near future. Maybe you’re on the wrong forum. But one truly never knows when the bell will toll and for who. But one thing is clear, the old will die and the young can. So always buy the things that will make you happy. Life is short!
if you are one who revels in white, black, silver and gray colors I fell sorry for you. If all the gorgeous flowers and other attributes of nature were these “colors” would you like that? I think not. Cannot for the life of me see why anyone thinks these funeral colors of today are attractive in any way, shape or form. Cheers – have a good day..
I honestly think GM put decent quality interiors but they look dated. the creases the bumps the center stack looks like its being birthed out of the dash and so do the outer air vents. there’s a bunch of little things they can do from a design perspective to make them seem more plush without messing with the durability or the convenient layout. Use the 10 inch screen from the CT6 on High country/LTZ/Sierra models and at least give the denali the option for a fully digital cluster.
In 1984 my first 1/2 ton truck was a used ford. From that point on have driven a 85 GMC, new94 GMC, used 2000 Chevy z71, new 05 GMC z71, and I ordered a 2018 GMC Denali 2500HD, with the 6.0. I waited 3 years hoping GM would put an iron block 6.2 in them. In the meantime I drove a King Ranch with all the bells and whistles. I was impressed. Not impressed enough to by a new Ford. But I have been watching Ford and Ram. Ram interior seems nice, but I don’t think I can bring myself to buy a Ram. Now I am waiting for the 2020 – 2021 Denali HD. I now have a 11,000 lb boat. Down the road I will buy a 5th wheel travel trailer. I want ALL the bells and whistles, ALL of them. My 18 stickered for $64,000. If I am looking at a truck with a 70,000+ sticker, it better be luxurious and loaded with the very latest technology!
Slow down there Corey Giles. Ram has not outsold GM already. Yes, maybe the Silverado, but you are forgetting the Sierra. And if you want to include the other smaller GM trucks, Canyon and Colorado, it’s not even close.
There’s no way that Ram will outsell GM in the fullsize category. Ram sales are flat compared to their sales performance in 2017. GM outsold Ram by over 230,000 trucks last year. Even if GM had a bad year, there’s no way they’ll be outsold by Ram.
From the text, it is my take that, luxury FEATURES will be addressed, not so much the poor build, engineering, or design.
“We should expect GMC to pack future Sierras with far more creature comforts, even a larger touchscreen, as the publication asked if buyers will finally be treated to some really premium features. “It sounds like you’ve been to some of our product-planning meetings,” Brook said.”
In other words, they want to charge you for even more! No thanks, a bigger screen or motorized cup holder, or motion gesture controls that order funeral flowers for your spouse one when you throw your hands in the air, aren’t going to make up for a lousy design or engineered construction (Steering wheel still isn’t centered to the driver’s seat for crying out loud!)
Poll:
Q1. How much will they charge for the luxury of decent sized HVAC vents in the rear seat?
Q2 How much will they charge for the luxury of an opening glovebox?
Q3 How much will they charge for the luxury of a steering wheel?
Q4 How much will they charge for the luxury of not having your “digital displays” be monetized by advertisements?
My guess is $850, $1,200, $17,000, and Not Available
My son and I spent this past weekend shopping for a new truck. We went everywhere to every dealer. I am 77 and have hundreds of cars throughout the years and at the end of the day my son asked me what I thought. My reaction was: “It was depressing”. For the money I thought at least I would be able to get something that had some uplifting color choices inside and out. I never saw so much white, black, gray and silver in my life. Those are not colors – they are what I call funeral colors. Even the blues, browns and greens were so dark they all looked black. We were sitting in a new Dodge pickup when the salesman asked how we liked the new brown color – what? I thought it was black. What a bunch of crap. Needless to say we did not buy a truck. The cars are also the same. Look at the cars on the road. They all look like similar shades of asphalt. What the hell country are we in? China?