The 2022 GMC Hummer EV Edition 1 is being built right now at the General Motors Factory Zero plant in Michigan. And while that in itself doesn’t sound too remarkable – GM launches cars every year – the Hummer EV is a unique case that represents a paradigm shift in the company’s business model. As GM seeks an eventual transition to building only zero-emission vehicles, the 1,000 horsepower Hummer EV Edition 1 is tasked with charging into the foray, making an impact, and changing customer perceptions. Something that happens “once in a generation,” according to GMC Vice President Duncan Aldred.
“It’s been a great journey,” said Aldred during a virtual media roundtable. “We’ve confirmed the Sierra EV as well. You can see momentum building, and I’d say dealers are fully on board with the journey we’re on.”
Moreover, reservations and hand raisers for the GMC Hummer EV Edition 1 have been peppered across the country, according to the brand’s marketing data.
“Hummer EV has broken the mold of ‘oh this is a West Coast thing, or in other predominant areas,’ we have really really strong geographical coverage,” he said. “When you have a vehicle this special, and really truly sought after, it knocks down stereotypes.”
So far, electric vehicle sales have been dominated by west coast markets.
“80 percent of Hummer EV reservations are for our top of the line vehicle”… we have the Edition 1, and then the EV3X which is the best propulsion system we’ve got, and then a three motor, and a two motor.”
While the 80 percent figure is laudable, customers seeking more affordable variants of the GMC Hummer EV, such as the EV2X and EV2 variants, would have to wait a couple years before these vehicles reach production. That could have contributed to the fluctuation, as Ford Motor Company approaches nearly 200,000 reservations for the much more affordable Ford F-150 Lightning – triple the demand expected. GMC continues to not disclose total reservation numbers of the Hummer EV Edition 1, and only says that it’s fully booked. Its $112,595 USD price point represents the top 1 percent of all vehicles the industry. So it goes.
As for the GMC dealer body, apprehension to sell electric vehicles seems to have alleviated over time.
“People are really excited, there’s a huge amount of (dealer) training underway,” he said. “We basically put them in phases so they don’t have to spend massive amounts of money before they’re going to start receiving their first Hummers.”