If GMC is going to expand the premium Denali brand to its Sierra pickup,
why is the company being so stingy with the truly advanced equipment it
has developed? Is GMC afraid of the dreaded $50,000 price point for half-ton
pickups? Or is the truckmaker saving a little something special for 2006
when the Sierra Denali will be going heads up with the new Lincoln Mark
LT? It’s not like GMC can’t afford to splurge now.
GMC Sierra sales for 2004 were up almost nine percent over the previous
year, according to data from Automotive News. (All GMC was up 3.2 percent
while all General Motors was down 1.2 percent.) Chevy Silverado and Dodge
Ram sales were down while Ford posted a record year with the F-Series
line, mostly due to the success of the new F-150.
Why is GMC
doing better than Chevy when the two General Motors siblings sell pickups
off the same GMT800 platform? First, we have to acknowledge that GMC sells
only about one-third as many Sierras as Chevy does Silverados (213,756
vs. 680,768 in 2004), so Bow Tie dealers aren’t exactly applying
for food stamps. But GMC continues to work a little stronger magic with
consumers. Could it be a more satisfying dealer experience? Is the “Professional
Grade” campaign more in tune with the truck audience than the “American
Revolution” theme that must also appeal to car and minivan shoppers
in Chevrolet’s marketing plans?
Mechanically, the majority of GMC pickups aren’t that different
than their Chevy brethren. The obvious contrasts are wheels, grille treatment
and some equipment combinations. The trim lines are similar as are the
cab/bed choices. But GMC has the new Sierra Denali, a model that Chevy
has no equal.
The 2005 Sierra Denali is a continuation of the upscale Denali treatment
first seen on the 1999 Yukon and later adapted to the Yukon XL. It first
appeared on the Sierra in 2004 but only as an Extended Cab model. The
Denali advantage over a fully loaded Sierra is availability of the most
powerful engine combined with all-wheel-drive, distinctive front-end styling
and a boatload of standard equipment.
you say! Doesn’t the Chevy Silverado SS have the most powerful engine,
all-wheel-drive and distinctive front-end styling? Yes, but the Silverado
SS is available only in Extended Cab. The new 2005 GMC Sierra Denali comes
in the more desirable Crew Cab configuration with the 68-inch bed. And
the 2005 Sierra Denali succeeds in its mission of offering a high degree
of luxury to the pickup owner when compared to the competition. The Silverado
SS fails in its mission of offering a high degree of performance when
compared to the competition.
But when we picked up our Sierra Denali test model, we were struck by
what was missing from what could have been the most full-featured pickup
on the market. Where was the multi-link, coil spring rear suspension?
Where was the StabiliTrak? Where was the Autoride suspension system? This
equipment is standard on the Yukon Denali. It all fits on the GMT800 platform
and can be built on the same assembly line as the SUV.