The revived Hummer will be sold under the GMC brand this time around, but potential buyers won’t find the Hummer EV “supertruck” at every GMC dealer. In fact, only about half of dealerships are slated to get the new Hummer.
News of the limited distribution came directly from Buick GMC VP Duncan Aldred, who confirmed as much on a recent investor call. Although he declined to offer specifics, Muscle Cars & Trucks reports part of the reason is the required investment for dealerships to sell the battery-electric pickup truck.
In order for GMC dealerships to sell the Hummer EV, they are required to add charging stations and other service department equipment. For smaller stores that may only sell a few Hummers, the investment likely does not net out to a good idea. It is fairly common for automakers to require dealerships to invest in upgrades as a gating factor to selling a battery-electric product.
The other piece here is the customer experience. GMC already sells some fairly pricey vehicles, but the 2022 Hummer EV Edition 1 is in a new league with its $112,595 MSRP. In theory, these buyers may expect a more premium experience both during the sell and post-sell at the dealership level that some stores simply don’t have today.
While the limited distribution may impact a few buyers, it apparently isn’t going to significantly impact sales. The Hummer EV Edition 1 sold out in about 10 minutes after its reveal last week. Though we will note GM has not disclosed how many Edition 1’s it plans to build.