General Motors is thinking long term as it prices its upcoming electric vehicles, steering clear of "opportunistic" pricing in favor of a lineup spanning segments and price points, executives say.
The Detroit automaker is banking on customers switching from gasoline-powered cars to EVs as it prepares to put more models on sale next year and convert its Cadillac and Buick brands to fully electric lineups by 2030. While research shows that — at least for now — consumers are willing to pay a premium for EVs, GM also does not want to turn off prospective EV buyers by pricing them too high, President Mark Reuss said this month at the company's investor day in New York.
"Are we baking that [premium] in on every single product and every segment and taking advantage of that? The answer is no," Reuss said.