GM executives say the automaker is determined to avoid “opportunistic” pricing of its upcoming electric vehicles, going for a long term approach and a lineup spanning segments and price points.
The company does not want to turn off prospective buyers by pricing its EVs too high, President Mark Reuss said earlier this month at the company’s investor day in New York City, Automotive News reports. General Motors is hoping that customers will be switching from gasoline-powered cars to EVs as it prepares to launch more models next year and make Cadillac and Buick all-electric by 2030.
While research shows that consumers are willing to pay a premium for EVs—at least for now—GM will target similar prices to ICE vehicles. Reuss said GM’s job is to offer “really good vehicles at appropriate segment pricing that doesn’t cost anybody any more money than what they were paying to go into an ICE segment.”
