General Motors has figured out something brilliant. While Pay Here Buy Here Dealerships move budget cars in the $5,000 range, GMC went the opposite direction. Way opposite. We’re talking $85,000 Sierra trucks and Yukon SUVs pushing six figures. And customers are lining up to buy them.
- GMC’s Denali brand has sold over 2 million vehicles in 25 years, becoming a major profit driver for General Motors
- The Sierra Denali Ultimate starts around $85,000, with some configurations exceeding $100,000
- GM reportedly makes $17,000 or more in profit per full-size pickup, with luxury trims commanding even higher margins
Follow the Money
General Motors reported $187.4 billion in revenue for 2024, with North America contributing $14.53 billion in adjusted earnings at a 9.2% profit margin. Here’s what makes that interesting: nearly all of that profit comes from trucks and SUVs. Just five GM vehicles generate 80% of the company’s earnings before interest and taxes. Two of those five? The Chevrolet Silverado and GMC Sierra.
The Sierra Denali Ultimate sits at the peak of this strategy. Starting at roughly $84,200 for the 1500 model, these trucks come loaded with premium features like 16-way power massaging seats, full-grain leather, open-pore Paldao wood accents, and Super Cruise hands-free driving technology. Add the 3.0-liter Duramax diesel or step up to the heavy-duty models, and you’re easily crossing into six-figure territory.
Why Luxury Trucks Work
Back in 1999, GMC launched the first Denali as a luxury trim on the Yukon. The bet was simple: some truck buyers want the capability of a pickup or SUV but also want the comfort and technology of a luxury car. Twenty-five years later, that bet paid off spectacularly. The 2 millionth Denali sold in 2024 in Austin, Texas.
GMC took a different approach than Chevrolet. Both brands share the same basic truck platform, but GMC positions itself as the premium option. Chevrolet sells work trucks and family haulers. GMC sells professional-grade vehicles with upscale appointments. The Denali trim takes that premium positioning even further, competing with Range Rovers and Escalades rather than base-model F-150s.
The profit margin difference is huge. GM makes solid money on every truck, but the margins on Denali models jump way higher. You’re paying for walnut wood trim, chrome accents, exclusive paint colors, and technology packages that would cost thousands more as add-ons in lower trims. The customer gets a truck that feels like a luxury vehicle. GM gets margins that make the accounting department smile. So, while there may be a market for bargain basement Pay Here Buy Here vehicles, the luxury pickup market is plenty profitable.
What You Get for Six Figure Trucks
A loaded 2025 Sierra Denali Ultimate costs real money, but you get serious hardware. The 6.2-liter V8 pumps out 420 horsepower. The diesel option delivers 305 horses and a whopping 495 pound-feet of torque. Towing capacity hits 13,000 pounds when properly equipped. The MultiPro tailgate folds six different ways. You get 14 camera views for hitching trailers, including a transparent trailer view that lets you see through your load.
Inside, the cabin rivals luxury SUVs. The Alpine Umber leather interior in the Ultimate trim features plaited contrast stitching and laser-etched topographical maps of Mount Denali. The 13.4-inch touchscreen runs Google built-in navigation and voice assistance. A 12-speaker Bose premium sound system handles audio duties. Heated and ventilated seats with massage functions make long drives comfortable.
The Truck Market That GM Dominates
Ford still outsells GM in total truck volume with the F-150, but GMC carved out its own profitable corner. In 2025, GMC expanded Denali availability globally, launching the Yukon Denali in China, Australia, and New Zealand. The brand celebrated its 25th anniversary with a special commemorative package limited to 3,000 units worldwide.
The strategy works because Americans buy more trucks than ever, and they’re willing to pay for premium features. The average truck transaction price hit $48,200 in recent years. The Denali Ultimate easily doubles that figure, but customers keep buying. Drive through any wealthy suburb or mountain resort town, and you’ll see GMC Denalis everywhere.
GM’s truck profits fund the company’s electric vehicle development and technology investments. The Sierra EV Denali carries a hefty price tag near $100,000, continuing this profitable story into electrification. Early reservations filled up quickly, proving that Denali customers will follow the brand wherever it goes.
Wrapping It Up
Ford offers the F-150 Limited and Platinum trims. Ram has the Limited and Tungsten. Toyota pushed the Tundra upmarket with the Capstone trim. Everyone wants a piece of the luxury truck market because the margins speak for themselves. But GMC got there first with Denali, and they’ve spent 25 years refining the formula.
General Motors bet big on expensive trucks, and the gamble paid off. Other manufacturers chase volume. GMC focuses on value per unit. The result? A brand that makes serious money while maintaining strong customer loyalty. Denali buyers want a truck that does everything well, looks great doing it, and makes a statement pulling into the driveway. GM gives them exactly that, and banks the profits.
