GMC is generating significant customer interest with its various aspirational brands in Canada, which include the Denali luxury sub-brand, along with AT4, Elevation and, as of late, Hummer.
During a recent media drive, GMC Canada discussed the appeal of its various aspirational brands among Canadian consumers. Despite their relatively high prices, Denali-branded vehicles account for a sizable 26 percent of all GMC sales in Canada. Denali is arguably the most well-known of the aspirational GMC brands and is used to denote vehicles with luxury features like additional chrome exterior trim, chrome wheels and leather upholstery. Every GMC model except the GMC Hummer EV and the GMC Savana is available in the Denali trim level, with the brand also now expanding to include even more luxurious Denali Ultimate models.
The AT4 off-road trim level, meanwhile, has proven to be almost as popular as Denali, accounting for 25 percent of all GMC sales in the country. The AT4 brand is a relatively recent addition to the GMC portfolio, having been introduced on the 2019 GMC Sierra 1500 truck, and is applied to models with rugged features like red tow hooks, unique front fascia designs and off-road wheels and tires. Just like with Denali, every GMC model except for the Hummer EV and the Savana is available with the AT4 trim level.
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The Elevation brand is similarly popular to Denali and AT4, with 22 percent of all GMC sales being a vehicle in the Elevation trim level or equipped with the Elevation Package, GMC said. The Elevation trim level is positioned as a slightly better-equipped variant than GMC’s lesser SLE trim level, introducing body-color exterior trim and gloss black wheels and accents to the vehicle. Vehicles in the Elevation trim or equipped with the Elevation Package help bridge the gap between entry-level trims and well-equipped ones like AT4 or Denali. It’s also worth noting that the Elevation’s take-rate in Canada is higher than in the U.S., suggesting Canadian customers may be enticed by its affordable-yet-well-equipped status.
Going forward, GMC is in the midst of expanding its aspirational brand portfolio with the ultra-luxurious Denali Ultimate and the ultra-capable AT4X trim levels, which were introduced on the 2022 GMC Sierra 1500.