General Motors’ premium GMC brand is positioning itself to lead the U.S. all-electric truck market with the launch of its new Sierra EV pickup. The Sierra EV joins GMC’s existing electric lineup, which includes the Hummer EV SUV and pickup. The automaker anticipates that the Sierra EV will become its top-selling electric vehicle as more affordable variants are introduced next year. Currently, a limited “Edition 1” model, priced at approximately $100,000, has started reaching customers.
“We believe this is a completely different offering compared to anything else on the market. We’re confident in the demand,” said Duncan Aldred, Global Vice President of GMC, during a media event at GM’s proving grounds in suburban Detroit.
While GMC did not provide a specific timeline for when it expects to lead in electric truck sales, the brand faces competition from Chevrolet’s Silverado EV, Ford’s F-150 Lightning, Rivian’s R1T, and Tesla’s Cybertruck. According to Motor Intelligence, Tesla led electric truck sales in the second quarter, followed by Ford’s F-150 Lightning.
Aldred acknowledged the potential for cross-shopping between the Sierra EV and Tesla Cybertruck but emphasized that the two vehicles cater to different customers. He noted that many Cybertruck buyers are existing Tesla owners, while around 80% of GMC Sierra EV reservation holders previously owned non-GMC vehicles.
The all-electric truck market remains in its early stages, with approximately 38,500 vehicles sold in the first half of the year, including both retail and fleet sales. In comparison, over 1 million traditional or hybrid full-size pickups were sold during the same period.
GMC aims to ramp up production of the Sierra EV faster than it did with the Hummer models. The Sierra EV, along with the Denali and upcoming AT4 and Elevation models, is expected to solidify GMC’s reputation as a premium truck brand. The vehicles will offer features such as an EPA-rated range of 440 miles, 754 horsepower, and the ability to tow up to 10,000 pounds. GMC also plans to leverage federal tax credits to make the Sierra EV more competitively priced.
The Sierra EV, along with its Chevrolet Silverado counterpart, will continue to build on GM’s strategy of differentiating its brands through unique designs and premium features. This approach has allowed GMC to grow its average transaction prices and strengthen its position in the premium truck market.
“We intend to be the retail leader in the electric vehicle truck space, and the Sierra EV will play a crucial role in achieving that goal,” said Patrick Finnegan, Senior Marketing Manager for GMC Trucks and SUVs.
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