ASHEVILLE, N.C. — GMC hopes to capture a larger piece of the midsize truck market by upping the off-road capability of its next-generation Canyon.
General Motors' premium truck brand has been steadily increasing Canyon's performance on the trail, first with the AT4 trim a few years ago and now with the top-end AT4X arriving for the 2023 model year.
GMC says the third-generation Canyon is designed to be a formidable rival in a competitive segment led by Toyota, which is preparing to show a redesigned Tacoma this month.
Production has started on three of the 2023 Canyon's four trims, with the AT4X expected this spring. The brand says it aims to grow its U.S. midsize pickup retail market share to about 7 percent over the Canyon's life cycle, from 5 percent today.
"Success is definitely gaining share in the midsize truck segment," Christopher James, Canyon's marketing manager, said during a media drive event here. "It's no surprise Toyota has led the midsize truck segment for a long time. And we have that target on the dartboard, that, 'Hey, look, we're just as capable — and more capable — than the Tacoma.' "