Source: China Economic Net Jiang Zhiwen
Although research shows that consumers are currently willing to pay premium for electric car to a certain extent, General does not want to scare potential electric car buyers due to excessive pricing. "Our mission is to provide truly high-quality, affordable electric models, which will not exceed the price of traditional energy models." GM President Mark Royce said that we want to build lifelong customers, which is a protracted war.
"We will not make mistakes that others have made, nor will we change the price of cars that consumers have already ordered." General Motors Chief Financial Officer Paul Jacobson said, "We would rather risk orders dry up or customers suddenly give up on electric vehicle modifications than make customers feel that we are unable to manage the production costs of products."
According to the US Automotive News Network, at the recent Investor Day, General Motors executives said that General Motors will launch a lineup of electric vehicle products covering multiple segments and prices, and will consider it in the long run before the new car is launched to avoid " opportunistic " pricing.
Photo provided by the company
Currently, customer demand is shifting from fuel vehicles to electric vehicles. General Motors plans to launch more electric models next year and transform Cadillac and Buick into pure electric brands by 2030. GM president Mark Reuss said that although research shows that consumers are willing to pay a premium for electric vehicles to a certain extent, GM does not want to scare potential electric vehicle buyers because of its high pricing.
"Did GM add premiums and utilize them in every product and every segment? The answer is no." Reus said, "GM must continue to maintain its position as an advantageous automaker. When consumers buy our electric vehicle products, they must minimize friction as much as possible, whether in terms of price, design, availability and range."
It is reported that GM will launch more models on its proprietary Ultium pure electric platform next year to cover the nearly $90,000 price gap between the Chevrolet Bolt EV built on the old architecture and the GMC Hummer EV pickup. It is reported that the basic model of the GMC Hummer EV pickup is priced at US$112,595.
GM CEO Mary Barra (Mary Barra) told investors this month to focus on the already listed Cadillac Lyriq mid-sized crossover , as well as the upcoming Chevrolet Equinox, Blazer, Silverado and GMC Sierra electric vehicles, "this is the core and key to our electric vehicle growth strategy by 2025."
Royce said that GM's mission is to provide truly high-quality and reasonably priced electric models, and the cost will not exceed the price of traditional energy models. "Our job is to achieve commercial value and reach a level similar or slightly higher than traditional energy vehicles in terms of profit margins. Opportunity or frequent price adjustments are not what we need to do." Reus said that we want to build lifelong customers, which is a protracted war.
In addition, GM will also pay close attention to vehicle bookings to avoid raising prices for consumers waiting in line. General Motors only accepts pre-orders for the cash Cadillac Lyriq because we can't predict the cost of producing the 2024 model, said Paul Jacobson, chief financial officer of GM.
"As the times change, we really don't know how much it will cost to build a 2024 model." Jacobson said, "We will not make mistakes made by others, nor will we change the price of cars that consumers have already ordered."
"We are willing to take some risks that may exist for long-term contracts." Jacobson said, "We would rather risk the orders dry up or customers suddenly give up on electric vehicle modifications than make customers feel that we are unable to manage the production costs of products." ( China Economic Network Jiang Zhiwen/translated)
