GMC Design Manager talks to Megan Lampinen about the evolution of truck interiors
Pickup trucks are a big moneymaker for car manufacturers. General Motors generates at least $17,000 in pre-tax profit for every large pickup it sells. That’s according to Reuters, citing GM disclosures to investors. The pickup segment is huge in the US, GM’s home market, where it accounted for 18.3% of new vehicle sales in 2021. That makes it the second largest segment in the US. USA, after crossovers. With so much at stake, getting the design right is critical.
Pickup trucks are a challenging segment in that they function as both work vehicles and lifestyle models. That means that the cabin design must facilitate both use cases. Automotive World caught up with Brian Izard, GMC Brand Manager of Interior Design, to learn more about the evolution of cabin design and the secret to meeting the rapidly evolving needs of the segment.
GMC Canyon Denali interior
“Truck cabs have gotten bigger over the past two decades as the segment has increased its retail sales to include more families,” explains Izard. “For some buyers, pickup trucks have replaced the traditional family sedan.” Advocates point out that the trucks can carry up to six people and tow a wide range of things, which means that the same vehicle used for work during the week can also handle the weekend family getaway: hauling the boat or the quad is not a problem. These vehicles are also suitable for offroad driving.
But these aren’t the rough-and-tumble interiors of yesteryear. Izard notes that “more premium materials and technology have also been added to the trucks,” and larger screens and features like Super Cruise and head-up displays are available these days. Overall comfort levels have also increased thanks in part to heated and cooled seats and massage seat functions.
For some buyers, trucks have replaced the traditional family sedan.
The spotlight recently turned to the GMC Canyon, which came out with a redesigned interior for the 2023 model year. The Canyon is positioned as GM’s off-road midsize pickup and is offered in the US and Canada. The revamp was a great opportunity for Izard and his team to introduce some new changes. “Each version has a unique color combination and personality designed to resonate with our customers,” he tells Automotive World. Trim levels for the 2023 model year include the Elevation, AT4, Denali, and the rugged new AT4X.
The goal was to combine class-leading design and materials with smart storage throughout. He is particularly proud of the closing panel behind the large central infotainment screen: “This panel not only conceals the clips that securely hold this digital display, but is also sculpted to hold a pair of sunglasses. This illustrates our approach to maximizing every millimeter to look good and perform well.”
2023 GMC Cannon
The Canyon’s cabin is described as “technology-focused” and features a more dynamic high-resolution infotainment display and driver information center. The upgraded system features a ten-camera view system, which is more camera views than any other competitor in its class. An off-road performance display allows drivers to track real-time off-road performance data on the center display.
While many truck drivers use these vehicles as their workplace, Izard says the focus with the new Canyon’s interior was more aimed at creating a “dynamic lifestyle environment.” He adds: “The interior design stands out in the segment as the only premium midsize truck.”
Second-row interior seating means many models can seat six people
Looking ahead, the global pick-up market could be worth US$253.9bn by 2028, up from US$181.5bn in 2021, according to predictions by SkyQuest Technology Consulting. That growth will be driven not only by demand in North America but also in Asia, particularly China, where the segment has been growing at a rate of around 15% per year. Sunny Yang, research director at provider JTEKT Corporation, attributes this to “the growing popularity of off-roading and cargo transportation; consumer demand for large trucks with improved fuel economy; and increasing urbanization and consumer demand for vehicles capable of operating in different environments.”
With such tailwinds, the segment could see the arrival of more players and new models. Getting the design right can be key to standing out in an increasingly attractive segment.
Source: news.google.com