Money seems to be of little concern to buyers.
The GMC Hummer EV has to be one of the most anticipated USDM vehicles since the arrival of the Ford Bronco, and GMC is facing massive demand for these large trucks and SUVs. Demand is so high in fact that dealers are marking the Hummer EV up by ridiculous amounts (we've seen numbers as high as $50,000), and some private owners are flipping Edition models for up to $325,000. According to Automotive News, new buyers are not holding back on the options either, and are spending a small fortune on optional extras. GM must be smiling all the way to the bank, as the average spend on options is between $2,000 and $4,000.
The launch edition of the Hummer EV, known as the Edition 1, has been sold out for a while, but when they were still rolling off the lot, new buyers were adding tons of extras, on top of the already stiff asking price of $112,595. According to Howard Drake, dealer principal at Buick-GMC Sherman Oaks in Southern California, the amount of money spent is flabbergasting: "Every Hummer is loaded up. Every single one." Drake says that his customers all added the $4,000 exterior lighting package, the tailgate audio system, and the hard power-retractable bed cover. Drake also said that his customer list was filled with the rich and famous.
Currently, there are more than 66,000 people waiting in line for either the pickup or the SUV which is set to go on sale in 2023. To date, GM has delivered only 100 Hummer pickups, and the vehicle has already suffered from a recall, but the general reaction to the car has been fantastic regardless.
While the Edition 1 comes fully loaded, there are still some accessories on offer for it, but when the lesser-spec vehicles arrive, Hummer will be ready. "We have a very wide portfolio of up to 200 accessories that are Hummer EV-specific," says Matt Mallino, marketing and advertising manager for the Hummer. GM also notes that Hummer buyers are spending twice as much as buyers of the GMC Sierra pickup, another massively popular vehicle for the GMC brand. Dealers are smiling all the way to the band, as optional accessories can net them margins as high as 30%.
Interestingly, GMC says that roughly 70% of Hummer EV SUV or Pickup reservation holders would be first-time EV buyers and 75$ would be new to the GMC brand and 80% expect to go off-road once a year while 30% expect a monthly adventure. Clearly, all of the Hummer's advanced tech and options won't be going to waste.