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GM files for Z71 Trail Boss trademark

Try as they might to keep their plans a secret, automakers have their hands tipped through a variety of methods – be they through loose lips, spy shots or patent and trademark applications. That's how we know, in this instance, that General Motors is working on (or at least considering) an off-road machine wearing the name Z71 Trail Boss – the name which our compatriots at AutoGuide.com tell us that GM has registered for use on light-duty trucks. Now if that alphanumeric designator sounds familiar, it should. GM has long used it to designate the off-road packages on many of its body-on-frame trucks from Chevy and GMC. These days you can order a Z71 package on the Chevy Colorado, Silverado, Tahoe and Suburban and on the GMC Canyon, Sierra and Yukon. The package typically includes components like a beefed-up suspension bits, high-capacity air cleaner and underbody protection plates. The Trail Boss designator would seem to suggest something further reaching than a suspension package, though. Just what it would entail we don't know; minds immediately start running toward Chevy or GMC going after the Ford F-150 Raptor, but we'll likely be looking at something closer to the Trailhawk packages Jeep offers on the likes of the Renegade and Cherokee. Featured Gallery 2015 Chevrolet Tahoe Z71 View 16 Photos News Source: AutoGuide.comImage Credit: Chevrolet Chevrolet GM GMC Truck SUV Off-Road Vehicles patent trademark

2017 GMC Canyon Denali brings the bling

Denali is an incredibly important part of GMC's product strategy. It takes very little effort to create a Denali variant, and these models retail for big premiums over the models on which they're based. So if you're GMC, it makes sense that you'd want to create a Denali version of every product in your range. That in mind, enter the 2017 Canyon Denali. GMC's midsize pickup gets all of the usual Denali trimmings, including a new grille, chrome trim, 20-inch wheels, and the necessary badging. Inside, there's a unique instrument panel, Jet Black leather, heated and cooled seats, and again, Denali badges abound. GMC says the Canyon Denali will be offered exclusively in the crew cab body style, with either the 3.6-liter gasoline V6 or 2.8-liter diesel engine. Have a look at the fancy truck in our gallery above, and scroll down for GM's official press blast. GMC Introduces 2017 Canyon Denali Exclusive design cues, content elevate industry's first premium midsize truck DETROIT, Tuesday, Nov. 17, 2015 – Denali is the ultimate expression of GMC's professional grade style, luxury and capability – and it is coming to the Canyon midsize truck. The 2017 Canyon Denali is being introduced today, ahead of its public debut at the Los Angeles Auto Show. It goes on sale in late 2016. "Canyon is the segment's first and only premium midsize truck, offering unparalleled capability and efficiency matched with maneuverability and refinement," said Duncan Aldred, vice president of GMC Sales and Marketing. "The all-new Canyon Denali builds on that award-winning combination with the distinctive styling, luxurious interior and elevated content that has defined the Denali nameplate since its introduction nearly 17 years ago." Like all Denali models, the new Canyon Denali is distinguished with a unique chrome grille and unique wheels – 20-inch ultra-bright-machined aluminum wheels with painted accents. Exterior cues include chrome fog lamp bezels, five-inch-diameter rectangular chrome assist steps, a polished exhaust tip and a standard spray-in bed liner. The Canyon Denali will be offered in six exterior colors. Inside, a Jet Black interior features Mulan leather-appointed seats with perforated, heated-and-ventilated front seats – exclusive content in the Canyon lineup – along with unique instrument panel and console trim; and Denali-logo sill plates and floor mats. Standard technologies include Forward Collision Alert and Lane Departure Warning.

GMC's Denali offerings are going great guns

The Denali trim that GMC uses to denote its top-of-the-line vehicles was introduced back in 1999, partly as a way to challenge the recently introduced Lincoln Navigator. Fifteen years later, and with GMC the tenth-largest US automotive brand by itself Denali has become a sub-brand that keeps the cash registers ringing at the Renaissance Center HQ. While GMC increased sales by 9 percent in 2013, TheDetroitBureau.com reports that that Denali sales rose by 20 percent.
There are currently five Denali models in the GMC line, with the Denali trim available on all but its commercial vans. In 2010, when the now-discontinued Yukon XL Hybrid was also on sale, GMC sold 32,886 units of its top trim. Last year, that number had increased to 75,558, with almost no help from traditional marketing spends. Go to YouTube and search for "GMC Denali commercials" - the few actual commercial results are from years ago. GMC marketing director Roger McCormack tells TheDetroitBureau.com, "It's largely all been organic."
As sales have grown, so has the tide of money GMC rakes in from the additional luxury features on Denali models. The 2015 Chevrolet Tahoe starts at $44,600, yet its 2014 Yukon Denali doppelganger starts at $58,320, pricing that includes additional features like the larger 6.2-liter V8, nicer interior, head-up display and magnetic ride control suspension. The Yukon XL Denali starts at $60,965, but the article says the "average customer" likely to spend "up and above $70,000" to take one home. How does that happen? On a top-trim Tahoe LTZ, the top-tier wheel option is a set of 20-inch chrome wheels for $400; on the 'base' Yukon Denali you can swap for a set of 22-inch chrome alloys for $2,995. Add it up, and an analyst at AutoTrends Consulting said that kind of margin "epitomizes the concept of obscene profitability." We say when it comes to Denali, GMC appears to stand for "Grabbing More Cash."