In the past, Hummer was a standalone band under a far more diverse portfolio of General Motors brands. Those days are over, and the Hummer EV will be sold under the successful GMC brand. But still, the Hummer will have a standalone place in the GMC lineup, so much that not every GMC dealer will even sell the Hummer EV.
“The market will be somewhat lower than a mass market vehicle, and that’s led to about half the dealer network agreeing to participate in selling Hummer EV,” said Buick GMC VP Duncan Aldred on a recent investor call.
Given the Hummer EV’s rather high price tag, especially for the $112,595 Edition 1 model that will come out first, that’s no surprise. Some dealerships just don’t have the customer base to support such an expensive vehicle, let alone one that’s an EV. Furthermore, any dealership that wants to sell the Hummer EV will need to make some substantial changes to their dealerships to support such a premium product.
The GMC boss said dealers will need to invest in “special tools,” charging systems, special training, and exceptional customer experience. GMC doesn’t currently have an EV, or even a plug in hybrid, in their lineup. If they want to sell the Hummer, they’d better have a way to charge it. And given it’s status at a flagship in the GM lineup, Hummer customers rightly deserve some special treatment with their six-digit purchase.
Part of the special treatment Hummer EV customers will receive is haggle-free pricing. GMC is pledging they will have no markups on the new electric pickup truck, a nice surprise in the world of $200,000 Ford Mustang Shelby GT500s. The pricing model does have a downside, however, as the Hummer will not have discounts or special pricing.
“We have to reimagine what the customer experience is gonna look like…Our objective here is that the prices you see on the internet… the price you see is the price you’ll pay,” said Aldred. “Secondly, we’re working with our dealer partners to construct a dealer margin in such a fashion that it is a ‘no-haggle’ price.”