No discounts, but no mark-ups either.
The GMC Hummer EV has just been revealed and it comes loaded with cool features that are sure to make it a highly sought-after electric truck. In fact, fervor around the pickup is so high that the Edition 1 variant sold out in just one hour. Something similar happened with the Ford Bronco, prompting the Blue Oval to offer more units of the limited model to the enthusiastic public. However, the dark side of highly popular and scarcely available cars is that they're often overcharged for at dealers. Fortunately, GMC has taken note of this trend and has decided that the Hummer will not fall victim to this practice.
Often, dealers will have a tendency to snap up special vehicles that are expected to be future classics or are simply in high demand upon release with the intention of selling them at higher-than-recommended prices, but GMC wants everyone to have a fair chance. Thus, if you see an Edition 1 on a dealer floor, the base price will not exceed the MSRP of $112,595. The base model's asking price of $79,995 will also be firm. According to Automotive News, global vice president of Buick and GMC, Duncan Aldred, told investors that price hikes absolutely will not be tolerated with the Hummer and the listed price will not be subject to negotiation from the buyer either.
This means that there will be no discounts either, but considering how badly some customers get ripped off with special vehicles, we're sure that the buying public will be happy to accept the flip side of this coin. While we don't know exactly how Aldred is planning to enforce these terms with dealers, we do know that GMC's pricing scheme will be structured in a way that provides sufficient profit margin for those dealers that opt to stock the Hummer.
In slightly unrelated news, we also know that not all dealers will sell the new EV. It's reported that only half of GMC's dealers will get in on the action, but exactly why this is the case has not yet been confirmed.