Some GMC dealers are standalone shops in the US.
Investments will be required from dealers to sell the Hummer.
Only about half of GMC dealers will retail the electric truck.
Although the all-new GMC Hummer EV truck’s appeal is wide-ranging, the fact of the matter is that it will not be a volume seller. With a price tag into the six-figure zone and the need for special equipment investments from GMC dealerships, the HUMMER won’t be available at all GMC establishments.
The Hummer EV’s uniqueness will require dealerships to consider the purchase of special tooling to service the truck, along with specific training in order to do the work. Obviously, charging stations for the EV will necessary. Most importantly, customer service and experience will have to be exceptional. A number of GMC dealerships are paired with Chevrolet stores which are already equipped with chargers.
And there’s more. GM and GMC are promising the Hummer EV customers will be entitled to no-haggle pricing. And, according to musclecarsandtrucks.com, dealers will not markup the new electric truck. These markups, ridiculous in some cases such as the $50,000 premium for the Audi RS 6, could help pay for the tools and training but given that no such fees will be charged, many GMC dealers are opting out.
On a recent investor call, Buick GMC VP Duncan Aldred said: “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,” “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. Secondly, we’re working with our dealer partners to construct a dealer margin in such a fashion that it is a ‘no-haggle’ price.”