No-Haggle Hummer: GMC Hummer EVs Won’t Be Discounted—or Marked Up
Earlier today, we told you all about the deployment and pricing strategy of the GMC Hummer EV. To sum up, the cheapest Hummer EV will retail for $ 79,995, but these won’t appear until spring 2024. First, Edition 1, a limited run of an unknown quantity of units that will shock your wallet with a starting price of $ 112,595. Of course, its specs (and attributes) look great. But whatever future Hummer you envision, you might be concerned about dealer pricing tactics, namely the steep markups on hot, limited-availability vehicles.
We have good news for you. Automotive News reports that Duncan Aldred, global vice president of Buick and GMC, told investors on a call that absolutely would not happen. Yes, no-haggle pricing – which was once the cornerstone of GM’s defunct Saturn brand – means GMC Hummer buyers will both benefit from a price increase from protected dealers and not receive incentives. Aldred has promised that the price listed will be the price paid by buyers, no negotiation required.
We are not aware of the conditions GMC will place on dealers, but Automotive News Aldred reports said he was structuring the pricing system to provide enough margin to dealerships, possibly for them to participate. The report also notes that not all dealers will sell Hummer electric vehicles – only half of all GMC dealers have reportedly agreed to do so. We’ll assume that choosing to sell Hummers requires accepting no-haggle pricing policies.
It’s probably a good move for GMC to avoid the unwillingness of buyers discouraged by opportunistic mark-ups and perhaps speculative reversals, as it looks likely that Edition 1 Hummers will be scarce in the field. We’re sure buyers would pay a premium to get an Edition 1 sooner, but the extra costs above MSRP won’t be the limiting factor just yet.
The No-Haggle Hummer post: GMC Hummer EVs won’t be discounted – or Marked Up appeared first on MotorTrend.