Partnership includes a new vehicle fleet, a guest test drive program, and on-mountain activations
DEER VALLEY RESORT; PARK CITY, UTAH (Jan. 14, 2026) – Deer Valley Resort is proud to announce a new multi-year partnership with GMC as “The Official Vehicle of Deer Valley.” The collaboration marks a major milestone during Deer Valley’s historic 45th winter season, defined by one of the largest ski resort expansions in history and a new era of guest experience.
Through this partnership, Deer Valley has introduced a fleet of 30 all-new 2026 GMC vehicles into resort operations, enhancing the Deer Valley Direct transportation program for lodging guests, and implementing a first-of-its-kind guest test drive opportunities and on-snow activations throughout the season.
“This partnership is a natural fit for Deer Valley and the elevated yet welcoming experience we strive to deliver every day,” said Todd Bennett, President & COO of Deer Valley. “Our guests expect ease, comfort, and thoughtful details at every touchpoint of their visit. As we continue to grow through our transformational Expanded Excellence project, this partnership helps support seamless movement across the resort while also meeting the needs of our teams in a unique mountain setting.”
2026 GMC Yukon SUVs will be incorporated into Deer Valley Direct, the exclusive transportation service offered to guests staying in Deer Valley-managed lodging via a custom app. Deer Valley Direct offers exclusive complimentary on-demand ride services, providing guests with convenient travel to various destinations within the resort area and Historic Park City, with the elevated service the resort is known for.
Deer Valley and GMC will debut an on-site GMC Test Drive Program in 2026, also available exclusively to qualified Deer Valley lodging guests. Through a reservation system, guests will be able to take one of several designated GMC Courtesy Vehicles from a curated lineup – including both gas and electric models – to explore the surrounding Wasatch Mountains and scenic areas within a 50-mile radius of the resort. This immersive program is designed to connect Deer Valley guests with GMC’s premium, capable, and adventure-ready lineup in the environment where these vehicles are meant to shine.
“We’re excited to bring GMC’s philosophy – premium, capable, and adventure-ready – to Deer Valley, a destination that shares our commitment to elevating experiences,” said Suzie Guzzo, Chief Marketing Officer, Buick and GMC. “This partnership further connects us with our consumers who prioritize adventure and quality time – values that are also central to the Deer Valley guest experience.”
Deer Valley skiers can also look forward to custom GMC experiences, resort base-area vehicle displays, and experiential moments throughout the season. A full schedule of activations will be announced soon.
The partnership arrives as Deer Valley enters a transformational period, more than doubling the available ski terrain and introducing an entirely new resort portal at Deer Valley East Village, with further expansion and amenities underway. GMC will play a visible and functional role across the resort, supporting operations and enhancing guest touchpoints during this historic era.
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About Deer Valley Resort
Deer Valley Resort, located in Park City, Utah, set the standard for luxury in skiing by offering the service and hospitality of a five-star hotel. The ski-only resort is now delivering the largest expansion in ski resort history for the 2025/26 season. This winter, Deer Valley unveils seven new chairlifts, including the East Village Express—a 10-passenger gondola connecting the new Deer Valley East Village to Park Peak. Since December 2024, Deer Valley has added 10 new lifts, doubling its skiable terrain and redefining the mountain experience. This transformation is part of Expanded Excellence, a resort-wide initiative that includes a new portal at Deer Valley East Village with 1,200 day-skier parking spaces, the reimagining of Snow Park base area, and enhancements to on-mountain infrastructure. The resort now features 31 chairlifts, 4,300 skiable acres, seven bowls, and benefits from 300 inches of average annual snowfall. Deer Valley limits daily lift ticket sales and is renowned for its award-winning ski school, elegant day lodges, exceptional dining, and a wide range of luxury accommodations. Deer Valley has been named the United States’ Best Ski Resort by the World Ski Awards for 13 consecutive years.
About General Motors
General Motors (NYSE:GM) is driving the future of General Motors (NYSE:GM) is driving the future of transportation, leveraging advanced technology to build safer, smarter, and lower emission cars, trucks, and SUVs. GM’s Buick, Cadillac, Chevrolet, and GMC brands offer a broad portfolio of innovative gasoline-powered vehicles and the industry’s widest range of EVs, as we move to an all-electric future. Learn more at GM.com.
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