The configurator for the completely redesigned 2023 GMC Canyon midsize pickup truck went live last week and a fully-loaded model costs almost $72,000. Yes, you read that right. $70k+ is an awful lot of money for any new vehicle, especially a midsize truck. Why should truck customers buy one for that high price and is it even worth it? Muscle Cars And Trucks spoke to a member of the GMC marketing team and asked them that very question.

"I think the market is very strong right now," the individual explained. "There's a lot of technology in this truck, a lot of capability new to this generation. It's in an ultra-premium package, it is highly limited in the market."

They're not wrong but, at the end of the day, why should potential Canyon buyers select it over its corporate sibling, the also all-new Chevy Colorado?

"I think the biggest thing that's changed with the customer base for Canyon is they're looking for technology," they continued. "We did a lot of research with them. The midsize truck segment… a lot of the technology that you see in full-size trucks and full-size SUVs hasn't hit the segment yet. With this next-generation truck, it does."

Think of the new Canyon as the "Cadillac" of midsize pickups, specifically the AT4X Edition 1, a $9,295 package. GMC is moving further upmarket, already evidenced by the launch of the Sierra 1500 Denali Ultimate earlier this year. That full-size truck carries a starting price of nearly $85,000 and tops off at over $91,000. GMC is able to further justify the Canyon's high price following consumer feedback.

Nearly 60% of current Canyon owners are opting for either the Denali or AT4 trims. The brand is confident this trend will not only continue but further increase.

The new AT4X, in particular, is expected to sell very well. It comes equipped with front and rear locking differentials, 285/70R17C Goodyear Wrangler Territory MT tires wrapped in 17-inch wheels, an 11-inch digital instrument cluster, outboard-mounted Multimatic DSSV dampers, and an optional underbody camera system.

Compared to the base Elevation and Denali, the AT4X also has an extra inch of height. With its $56,995 starting price tag, the AT4X (without the Edition 1 package) is a very tempting proposition for many.