A while back, I reviewed GMC’s Sierra Denali 1500 pickup, which had a whopping MSRP of $87,385 including options, so I thought that was the only luxury I could get in a truck. It was – at least when gas-powered. But the GMC Premium brand offers so much more. The Sierra EV Denali costs at least $98,400, but if you’re looking for some extra disposable income, GMC’s electric Hummer starts at $108,650. Few owners would transport garden waste in one of these gorgeous creatures.
Just when I thought the Denali was GMC’s top trim level, a 2025 Denali Ultimate arrived for my test with a window sticker totaling $87,405. Apparently, the Ultimate’s tiered structure avoids the pain of choosing the higher-priced $15 options that previous pickups had.
Some of us may remember a time when automotive “luxury” regulations applied to large, luxury sedans and grand touring sports cars. But as light trucks grew in popularity, marketing masters recognized a money-making opportunity. Back in 2001, Lincoln took the Blackwood concept, a beautiful pickup truck with a wood-finished bed and hardcover, and put it on the market for $52,500. In my review at the time, I found it very useful for tailgating parties or picking up a few cases of nice wine for the cellar. That’s not a robust market, so Lincoln returned to cars and SUVs in 2003. But a few years later, they ventured into truck luxury again with the Lincoln Mark LT, a souped-up Ford F150. The price was $38,615, much higher than Ford’s King Ranch model, but sales were fairly modest because Lincoln’s legacy had little to do with trucking.
Meanwhile, Cadillac’s brand masters thought it would be a great idea to modify the Chevrolet Avalanche into a product that could be turned into a tall sedan or pickup, depending on the owner’s wishes. The Caddy version’s starting price of $51,215 was a $20 grand premium over the luxury car traditions of Chevrolet and Cadillac, just as Lincoln was not built on a transportation tradition.
All of this history made me think about brand value and luxury. For example, in Ford Motor Company’s brand portfolio, Lincoln is a luxury brand name, but the most expensive product I found was the Navigator L Black Label for $121,485. Meanwhile, Ford’s new Mustang GTD costs $325,000. The Ford GT sports car was priced at $500,000 when it recently hit the market in limited quantities, with the last Track Edition model selling for $1.7 million. The question arises: what brand defines premium?
At GM, Chevrolet appeared to be the price title holder, with the Corvette ZR1 model starting at $205,000. And while it may have maintained its position, Cadillac responded with the Celestiq, a built-to-order electric sedan with a base price of $340,000. It’s a pretty cool Caddy, but I’m not sure whether the exterior color should be Vixen Metallic or Cictric Coat. What do you think?
Returning to what may be a reality for most of us, the democratization of what I call trickle-down luxury means that if you don’t care what the badge claims, you can have all the luxury you want with just about any brand. This means that you can get the refinement and sophistication you need. Meanwhile, back to luxury pickups, the GMC Sierra Denali Ultimate’s competitors include the RAM Tungsten and Ford’s King Ranch.
fine print
2025 GMC Sierra Denali Ultimate
Type: Front engine four-wheel drive
Engine: 6.2 liter V8
Horsepower: 420 at 5,600 RPM
Torque: 460 lb-ft. At 4,100RPM
Base price: $84,200
As tested: $87,405
Fuel consumption: 15 city, 19 highway, 16 combined
Brian Douglas has driven just about anything with wheels during his professional career in automotive technology, marketing, and journalism. If you have questions or a story to share, please contact brian@autoeditor.com.
