Earlier today, we told you all about GMC’s Hummer EV rollout and pricing strategy. To sum it up, the cheapest Hummer EV will run $79,995—but those don’t show up until spring 2024. First up is the Edition 1, a limited run of an unknown quantity of units that will shock your pocketbook with a starting price of $112,595. Of course, its specs (and trappings) look formidable. But whatever future Hummer you’re eyeing, you might be concerned about dealers pricing tactics—namely, hefty markups on hot, limited-availability vehicles.
We have some good news for you. Automotive News is reporting that Duncan Aldred, vice president of global Buick and GMC, told investors on a call this absolutely won’t happen. Yes, no-haggle pricing—once a bedrock of GM’s defunct Saturn brand—means GMC Hummer purchasers will both get protected dealer price gouging and not receive incentives. Aldred promised that the price listed will be the price buyers pay, no negotiation required.
We’re not privy to the conditions GMC will place on dealers, but Automotive News reports Aldred said that it’s structuring the pricing scheme to provide sufficient margin to dealers, presumably so they’ll get onboard. The report also notes that not all dealers will sell Hummer EVs—reportedly, only half of all GMC dealers have agreed to do so. We’d presume that electing to sell Hummers requires agreeing to the no-haggle pricing policies.
This is probably a good move for GMC to prevent ill-will among buyers turned off by opportunistic markups and perhaps speculative flipping, since it seems likely that Edition 1 Hummers will be scarce on the ground. We’re sure buyers would pay a premium to get an Edition 1 early, but additional costs above MSRP won’t be the limiting factor for now.
