GM has confirmed it will launch the GMC Canyon AT4 as an off-road-oriented variant of the Canyon midsize pickup truck in early 2020. The new model variant will succeed the Canyon All Terrain and is expected to launch in conjunction with a number of minor changes for the Canyon set to arrive for the 2021 model year, as GM Authority previously exclusively confirmed.
This latest bit of news comes to us from the recent GMC Sierra HD media drive in Jackson Hole, Wyoming, where GM teased the upcoming model with a clever trailer view showing a prototype of the GMC Canyon AT4 decked out in heavy front-end camouflage. The prototype was kept under wraps in a sealed-off trailer at the event, but the trailer view was fed to an infotainment screen in the towing pickup’s cabin.
The trailer containing the upcoming 2021 GMC Canyon AT4
As we covered previously, GMC is planning to offer an AT4 trim level for every model in the brand’s lineup by 2021, with the possible exception of the GMC Savana. The GMC Canyon currently offers an All Terrain model that will be replaced with this upcoming AT4 model variant.
For those who may be unaware, the GMC AT4 line adds in a host of new equipment to bless a given model with expanded off-road capability, such as a lifted ride height and new suspension, standard four-wheel-drive, skid plates, and driveline updates as well.
We’d also expect this upcoming off-roader to boast a fresh aesthetic, and by the look of the heavy front-end cladding seen in the above teaser image, that’s exactly what’s in store here.
2021 GMC Canyon prototype, non-AT4 model
The new GMC Canyon AT4 will arrive alongside incremental updates expected for the nameplate with the 2021 model year update, which will include a new grille and a few other small changes.
Adding a new GMC Canyon AT4 to the lineup now makes a lot of sense. The nameplate’s next-generation update won’t arrive for a few more years, and with increasing competition from heavy-hitting midsize pickup rivals like the Toyota Tacoma and Ford Ranger, the current Canyon All Terrain just doesn’t have what’s needed to keep pace.
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Comments
Make it a Canyon equivalent of the ZR2, please! …but they probably won’t, judging by the other AT4-tagged GMCs.
Not really needed. There is already a ZR-2. What is needed is a trailboss/AT4 class vehicle that is cheaper yet capable. The current Colorado ZR-2 is a toy that sits in the garage. Gm needs a smaller truck that offers agility and mudding capacity coupled with comuters and work. An AT4 can have the lift and tires but drop the steel bumpers and locking front diff to keep a decent ride and price.
So another concrete cowboy truck that’s useless off-road but looks tough
Meh not people out there want to spend $50k on a truck and bruise it offroad. Even fewer need detachable sway bars and shocks with reservoirs. There are some, yes, but there are more than want AT tires and a lift kit from factory. And for most who ‘soft road’ that’s all you need.
AT4X is likely coming to bring more hardcore offerings.
TrailBoss and AT4 on the half tons has been a mega seller, especially TrailBoss in Canada.
Really what they should’ve done is offer a GMC offroader in place of ZR2. And Chevy should have got a Colorado SS
Curious to see how they will reorganize the midsize model range for the next generation.
If that were true none of the people that buy $70K raptors would use them off road. And detachable sway bars are a jeep thing not a truck thing. Most truck off roading is high speed not crawling. The AT4 and Trail boss are selling in huge numbers, but those are not true off road trucks. Only the ZR2 is.
you’re very one sided without considering a greater perspective, and for that you can’t be reasoned with or even attempt a conversation.
From the sounds of it, you and your buddies would be better suited to build a purpose built offroader, at which point, why does it matter what is offered from factory.
None of the groups I off road with have garaged ZR-2’s. That’s absurd. People that do not actually off road think that about off road trucks. None of your other ideas make sense either.
I think AT4X is equivalent to ZR2.
GM is completely dropping the ball with GMC. Off road badging does not make a truck an off roader. GMC needs Sierra and Canyon ZR2 equivalents or they are going to lose customer to Chevy.
What we really need is a Silverado and/or Sierra ZR2 to compete with Ford.
Brett – if you study the market, you’ll see that most people who are looking for off-road capability will be very well served by the AT4 line on both the Canyon and Sierra. These AT4 models aim at the sweet-spot of the market, which is what the Chevrolet Trail Boss models also aim to do.
Meanwhile, the ZR2 models are fun, and I would argue that they’re also needed. However, they aim at the extreme end of the segment, rather than at the sweet spot, which means obvious sales volume tradeoffs.
How do you explain the massive success of the Raptor, then? While there are definitely Raptor owners who use them for their intended purpose, many owners don’t drive their Raptors on anything but pavement. I believe GM is missing out on major sales opportunities by neglecting this part of the market and refusing to give Ford some competition, but they’d obviously have to get the design right in order for it to be truly successful – which is something that GM seems to be struggling with lately.
Not only that they’re a cash cow. While regular models routinely sold for thousands in some cases even ten thousand under sticker, you can’t find a Raptor that isn’t marked up $20k here in Phoenix.
So theoretically Raptors could could account for 1% of total sales but 3% of profit dollars.
GM Has the best performance fleet in the game and has completely squandered the opportunity to profit in the performance SUV/Truck market.
What would most likely happen if GM made a vehicle like the raptor the public would scrutinize GM saying that they are not caring about the environment making such gas hogs….the Ford raptor get the worst fuel mileage of any light duty truck……however you never hear that mentioned…..if GM did that…..all the news channels would be calling them irresponsible.
To expand on what Tolson said, not only am I part of the off road market but I work in the auto industry for GM. They are completely dropping the ball right now with the off road community. Which by the way is MASSIVE. People that do not off road just do not get it. GM needs a Raptor competitor for both Chevy AND GMC. To not do so is shooting themselves in the foot
Most guys who buy raptors don’t go off-road, but they buy them for “bad ass” status.
Jesse
The Raptor generally sells 20k units or less of all the F trucks sold which is a very small number.
Factor in the added content and total development cost that makes them making a small profit for Ford.
As for dealer mark up that is up to the dealers. Some can get it many cannot.
The reality there are not buckets of money being made here. Small or break even profits at best and decent return on marketing aspects to be fair.
The reality is the standard off road package will go where 99% of folks go. Most ZR2 owners could easily live with a Z71.
But at least with Chevy they kept the ZR price where is is little more than a Z71 so they sell in volumes of 15% of total production which is a sustainable number vs anything less.
The Raptor even takes extra labor to build so it is not an economical plan.
If GM could do a similar ZR like package that would make people sense and the Trail Boss is kind of doing that now. No one is going to do Baja with these trucks and if they are they rework them. I would like to see more dealer parts for the Trail Boss like skids and shock packages to enhance the truck, make dealers money and give customers the choice of what they want at the budget level they have.
The Raptor is kind of like the Ford GT. No major profits and very low volume vs a Corvette that makes more money and a vehicle most can afford and enjoy.
Taking in volume and cost I am sure Ford makes money but no where as much as some assume. It is not a pure profit machine once all the factors and numbers are considered.
Like on the Bison the panel under the head lamp was made new. It cost millions of dollars just for the tooling alone. They had to re crash test it factor in development just of this non working panel. Now multiply that with working parts and more. Even the Bison was expensive to develop but the cost was shared.
GM went broke while making a lot of cool cars ten years ago. At the GM Performance division. They were still not enough to save the company.
Most Raptors around here you’ll see all polished up sitting in the driveway of a big beautiful home right on the golf course. You’re 100% correct. Never have I seen one dirty. They’re simply a status symbol.
It maters little how they are used. It really matters
how much they cost to develope
how much you have to sell them for
Do you make enough money at the low volumes sold.
If they make a lot of money they can park them in a garage for anyone cares at the automakers.
The problem is 10K-20K vehicles are not large numbers and the Raptor has a high part dollar value content while it also has high devopment cost that drives the price to $80K.
Now if you can sell a competent truck will still good content but at a lower price you will make more money. With that said the AT4 Sierra and Trail Boss Chevy may not be the headliner in Marketing of the segment but they are selling in greater numbers and have a higher return on investment. That means they make more money.
Dame thing applies to the HellCat and Demon. They make headlines but not all that much money while it is the V6 and other lower priced models that carry the profit load.
“Most guys who buy raptors don’t go off-road, but they buy them for “bad ass” status.”
I cannot upvote this hard enough. Raptor sales are almost entirely status-driven.
I’d back up your statement with how SUV’s from 20 years ago were advertised and marketed. Same rugged off-road attitude, but they seldom ever got dirty. Consumer knew this, but it didn’t stop them from wanting one, even if it had a 4 cylinder engine, an auto, and FWD.
After reading all of these comments the past few days it seems from my perspective mainstream buyers do not quite understand, nor do I think GM quite understands. They think putting the WORST shocks ever developed (rancho) onto a truck and some stickers will appease to off road people and I am telling Alex, it does not. This is coming from an owner of a GMC All Terrain. I had to do a lot of work to my truck to make it off road capable. Driving down some gravel mountain road like they show in the advertisements is not what off roading is. But anyways. You can see what we really do by going to youtube and looking for “420motors” channel. I’m there too my truck is in 3 of those videos. Have fun watching what the real off roaders do
One of my neighbors just got a Sierra AT4. It might be the most gorgeous truck I’ve ever seen.
Ohh goody more stickers and useless garbage that hints at being a off-road truck but is really just extra money to piss away.
GM the AT4 is a sissy cubicle cowboy trim that really has no off road capability at all. Look at the Bison and ZR2 that dealers cant keep on the lots yet your full sized 50 shades of gray options sit lined up 30-40 deep.
If GM prices the AT4 correctly, it could be a huge shot in the arm for the Canyon. A well equipped Canyon Off-Road MSRP’s for ~$40k. If GM prices the AT4 at the same price level, but gives the customer more off-road goodies in the package, it’ll definitely get people talking and buying. A Canyon AT4 may be my new commuter vehicle.
Now, give it a very competitive price, GM!
please please please please be a plug-in hybrid
Barra and her goons have already turned ~98% of the GM lineup into a bland and boring CUV/EV joke. Let’s leave some fun and exciting vehicles for the GM faithful that haven’t jumped ship to brands that are actually making vehicles for people that want a lineup to consist of more than 14 cookie-cutter CUV’s.
Much appreciated.
Pardon my ignorance. What does AT4 stand for? All Terrain 4 wheel drive?
Yes.
Thanks Rosado. I’m a 4X4 Concrete cowboy and really don’t get into the hardcore off-road vehicles.
What they REALLY need at GM is to send that CEO pack’n along with some of her lack luster designers/engineers ! That thing is like a cruise ship tilting to one side taking on water and trying its best not to sink ! Who comes up with automotive ideas like these ? lol
GM please redesign those over-sized Canyon bed fenders. They are way too large for this small pickup and IMO do not look good. The Colorado’s bed fenders look much better in comparison. Also, level the truck so it doesn’t look like a hot rod with its rear end sitting so high. Then you might sell more of them.
The problem is so e like the big fenders. If you don’t then buy the Chevy.
As for the rear. Lower it then people will complain that it is too low when the springs sag like on a Taco.
Petty beefs are the least of the needed changes.
The AT4 could very well be just a GMC version of the Trail Runner Chevy just started to offer. A ZR with none of the expensive suspension parts. A truck that makes a good base for building your own truck on at a better than ZR price.
Remember this is replacing the All Terrain so a ZR GMC is not likely.
rancho shocks what a joke keep your garabge gm