During a recent media presentation, Global Vice President of Buick and GMC Duncan Aldred told GM Authority that the AT4 and Denali sub-brands accounted for nearly half of all GMC brand sales last year.
More specifically, the AT4 and Denali sub-brands accounted for 46 percent of all GMC sales during the 2022 calendar year. A substantial number in its own right, the ratio is even higher in Canada, where the two sub-brands accounted for 55 percent of all GMC brand sales.
“Now, we’ve been in the market for a couple of decades on Denali, and sold over a million Denalis in our lifetime,” said Aldred during the brand’s presentation. “AT4 came along a lot later when we launched the new version of the Sierra four years ago, and really that was an insight of customer trends changing a little bit, and mostly just wanted a more rugged look and more capability as well,” he added.
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It’s worth noting that of the entire GMC brand lineup, only the Hummer EV SUV, Hummer EV Pickup, and Savana cargo van do not offer an AT4 or Denali variant. Meanwhile, the brand is expanding the off-road-focused sub-brand even further with the AT4X, which is now offered on three nameplates so far, including the upcoming GMC Sierra HD AT4X. On the luxury side of things, the range-topping Denali Ultimate trim is now available on three models as well.
The figure is even higher in regards to trucks. Per previous GM Authority coverage, GMC said in 2020 that AT4 and Denali trim levels accounted for roughly 80 percent of all Sierra HD sales. In the fourth quarter of 2022, the average transaction price for the GMC Sierra line, including 1500 and HD trucks, stood at $72,006, and according to Aldred, the average price paid for a Sierra HD during the 2022 calendar year was in the mid-$70,000s. In fact, the Sierra boasted the highest ATP among full-size pickups in the U.S. in 2022.