There’s a reason American automakers seem obsessed with pickup trucks, and it all has to do with profits. Full-size trucks and SUVs have some of the highest profit margins in the business, and automakers make a mint when they sell luxury-loaded, high-end models – as much as $13,000 per vehicle. GM is hoping it can see similar margins on its midsize truck models with the launch of the 2017 GMC Canyon Denali.

The 2017 GMC Canyon Denali comes loaded to the gills with all the frivolous features that turn just-another-pickup into a versatile luxury vehicle. Available in both two and four-wheel drive versions, standard features include a unique chrome grille, chrome fog lamp surrounds, chrome step assists, as well as a brighter exhaust tip and 20-inch “ultra-bright” machined aluminum wheels. Lots of shiny bits, as well as a spray-on bedliner, come standard.

The Jet Black interior features “Mulan” heated and ventilated leather seats, as well as a unique console and instrument panel. Engine options include both the 3.6-liter V6 engine rated at 305 horsepower and 7,000 pounds of towing capacity, as well as the new 2.8-liter Duramax diesel with 369 lb-ft of torque and 7,700 pounds of towing and a 31 MPG highway rating. Also included are safety features like Forward Collision Alert and Lane Departure Warnings, along with a remote starter, OnStar 4G LTE with a Wi-Fi hotsport, IntelliLink with Navigation and 8-inch touch screen, both Android Auto and Apple CarPlay, along with several USB charging ports.

Pricing hasn’t been announced and will depend on options, but it’s not going to be cheap if previous Denali models are any indicator.