GMC boss says there’s still room for pickup truck prices to rise – Roadshow


GMC boss says there’s still room for pickup truck prices to rise

Duncan Aldred doesn’t believe “we’ve reached the top” of truck pricing.

Prices of pickup trucks keep creeping upward as automakers add more and more luxurious features. That’s especially true of GMC, where the new Sierra 1500 AT4 has an average transaction price of $57,000 — and the Sierra Denali sells at an average of $62,000. And those are just averages; play around on the GMC online configurator and it’s easy to spec out a $75,000 pickup. But according to Duncan Aldred, vice president of global Buick and GMC, truck prices haven’t hit the ceiling yet.

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Denali buyers have previously owned traditional luxury vehicles, or buy a truck alongside their luxury vehicle, and they expect the same kind of features and amenities. That means there’s still a chance for truck makers to offer even richer experiences.

“They’ve had a lot of these creature comforts or luxury features, and they want that,” he said. “I think there’s still an opportunity for more traditional luxury items, whether it be materials or quality of materials, audio systems, things like that.”

2019 GMC Sierra DenaliEnlarge Image

2019 GMC Sierra Denali
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