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Hummer EVs to influence GMC's future buying process

Jamie L. LaReau, Detroit Free Press on

Published in Business News

"It’s a pretty reasonable investment and it’s an investment in the future," Brook said.

He declined to give an exact figure for a dealership investment saying it varies depending on each delership's current power grid.

Cadillac dealers have been asked to invest $200,000 to $250,000 to sell future EVs. Cadillac bought out about 270 dealers who opted out, leaving Cadillac with about 600 dealers in the United States. GMC is not following that same strategy.

"GM has a plan to transition to EVs in a big way and GMC will be part of that, obviously," Brook said. "This investment is the first step in that process. It’s not a one-and-done thing. It’s the start of a long-term investment."

Luxurious and capable

Brook expects that the Sierra light-duty and heavy-duty internal combustion engine pickups will continue to be the brand's top-selling vehicles for many years. But GMC has prepared its customers for future EVs by offering premium vehicles through its Denali sub-brand.

 

"We've identified this market opportunity that is premium and capable and we’ve positioned the brand to that," Brook said. "People do want to take their vehicles off-road and have adventures, but do it in a premium kind of way."

The Hummer EV will offer customers that premium capability without stealing sales from the Denali trim levels on GMC's other vehicles, he said.

"We see Hummer being the pinnacle of premium and capable," Brook said. "We see it as a halo and a big strong statement of GMC's future, particularly in the EV space.”

The Hummer pickup and SUV each have some unique off-road features such as CrabWalk, which allows it to move diagonally to slide out of tight spots, and UltraVision's underbody cameras. Brook hinted that those could be offered on future GMC vehicles.

"At this point in time, I don’t want to talk to much about product plans, but anything we do in a flagship, we would look to share across the range at the appropriate time," Brook said. "But nothing to announce now."

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