Quote:
Originally Posted by Martinjlm
I totally get your point. I was there when they first said it, but now I believe it. Allow me to toss in a bit of history. When I was at GM, GM Legal was the bane of my existence for many reasons. One of those reasons was that whenever we suggested going to market with performance claims, pricing claims, or competitive comparison claims they came out of the woodwork with the most banal reasons why “you can’t say that”. So, unless the new GM has found a way to stifle the lawyers, I’m inclined to believe that if it’s in print, they mean it. And they have definitely put it in print.
Another signal is they just cut the price of Bolt EV and Bolt EUV by over $5,000 to get them both under $30k before they exit the portfolio just as Equinox EV comes in. And it’s not like those vehicles weren’t selling (EUV outsells Camaro)
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I worked for GM for 30 years and there is little you can tell me about GM's legal department that I haven't witnessed.
GM used to sell hundreds of thousands of Cavaliers at huge losses every year just to buy enough CAFE credits to allow them to sell the volume of high profit vehicles they were selling. The idea that they will be be able to actually sell a $30k Equinox at a profit (again assuming this isn't a fake number created with tax credits, etc.) given today's EV economics is hard to believe. I believe they are losing money on the Bolts as well. If true this is a recycled marketing strategy.
And how specific are they being about the content of this "$30k Equinox"? You can buy an Equinox pretty cheap today if you get a base model with few options. An equivalent electric model with a short range battery, selling for $30k, would meet the commitment w/o being something most people would actually buy. Now that is also a GM tried and true marketing strategy.