According to reservation numbers released by Automotive News, 75% of people who have reserved a Hummer EV are new to GMC as customers.

On top of that 70% of those reservation holders are first-time EV buyers. The Hummer is doing one heck of a job bringing new customers over.

The Hummer EV is a radical departure from anything that GMC has offered in the past. While many traditional GMC customers will have no interest in a battery-electric off-roader like the Hummer EV, the so-called “supertruck” is doing a great job at attracting all-new buyers to General Motors’ premium truck brand.

According to Automotive News, roughly 75 percent of the people that have reserved a GMC Hummer EV are new to the GMC brand. Additionally, roughly 70 percent of these reservation holders say they are a first-time EV buyer. GM had roughly 65,000 reservations for the Hummer EV Pickup and SUV on its books at the end of March.

The publication also spoke to the dealership manager at Buick-GMC Sherman Oaks in southern California, which is situated near Hollywood and Beverly Hills. This dealership has already sold 17 examples of the 2023 GMC Hummer EV Pickup Edition 1, many of which were sold to well-known, famous individuals like celebrity chef Wolfgang Puck, for example. This may be a sign that the Hummer EV Edition 1, which is priced from $110,295, has become a status symbol among wealthy, high-profile individuals – something that could be hugely valuable for the GMC brand in the years to come.

For the 2022 model year, all GMC Hummer EV Pickup models delivered will be the fully loaded Edition 1 trim level, which comes with every available option. While this model quickly sold out, GMC boss Duncan Aldred told Automotive News that roughly 80 percent of the remaining reservation holders are adding almost every option to the vehicle anyway – bringing the transaction price close to that of an Edition 1. Many buyers are also spending big bucks on the Hummer’s various official accessories, with Hummer customers on average spending twice as much on accessory items as Sierra or Yukon buyers.

GM said in February that it would build more examples of the GMC Hummer EV Pickup this year than it initially planned due to strong demand, outlining plans to produce as many as 23,000 units this year.