LIKE A ZR2, BUT FOR ADULTS
GMC Is Launching a New Off-Road Rival to the Gladiator and Tacoma
Earlier this week, GMC snuck some news into a media event for the 2020 Sierra HD. As Roadshow noted, when testing out the new tech features in the heavy-duty GMC, the rear camera display exhibited a picture of a white camouflaged truck — with an accompanying announcement that a new Canyon AT4 pickup truck would arrive in early 2020.
The Canyon, in case you’ve forgotten, is GMC’s midsize pickup, a counterpart to the Chevrolet Colorado. The AT4 is GMC’s premium off-road package that currently appears on the full-size Sierra.
A Canyon AT4 should be a natural addition to GMC’s lineup. The Sierra AT4 is a formidable off-road truck and more than just an appearance package. But it’s too large for some off-road trails, and too expensive a base for off-road customization for many people. Chevy’s Colorado ZR2 provides a strong rival to the Toyota Tacoma and Jeepm Gladiator; it’s fun, just not very luxurious. GM, therefore, has room for a smaller, more elevated take on the off-roading truck. The Canyon AT4 should fill that niche.
The Sierra AT4 package came well-stocked with a two-inch factory lift, Rancho shocks, hill descent control and other off-road-ready features. Starting at a lower price point with the Canyon AT4 should allow GM to ramp up the customization choices for buyers — and, consequently, profits.