When we finally saw the Hummer brand, it was in the form of H3 2010, taking a starting price of less than $ 34,000.
Shortly after, General Motors suspended the brand of gasoline, the money mark, since it chased financial sustainability after its 2009 bankruptcy.
A decade later, the Hummer is returning as an electric collection, and the initial version will cost more than triple the price of his H3 ancestor.
With a starting price of $ 112,595, the 2022 GMC Hummer EV Edition 1 will become the last one in a growing alignment of new vehicles that cost more than $ 100,000.
Excluding ultra-luxurious auto manufacturers such as Rolls-Royce and Ferrari, luxury automotive brands and automotive stream are selling 16 vehicles with a starting price at least $ 100,000 in the 2020 model, up to six of 2010, according to the Edmunds Automobile Research Site.
Eight are BMW, two of Audi, two from Mercedes-Benz, one of Porsche, one from Nissan, one from Nissan, one from Acura and one of the new Polestar brand of Volvo. They range from $ 102,700 for BMW M5 to $ 173,000 for Mercedes-Benz Maybach.
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"That $ 100,000 brand is no longer reserved for super high-end luxury vehicles," said Rebecca Lindland, a car analyst at Rebeccadrives.com.
Longer-term car loans and cheap interest rates probably help the trend to some extent.
Analysts also say that new cars buyers are simply less willing than ever to commit. Combined with automakers who are eager to reinforce profits, it is a recipe for expensive walks.
"People only want more and more, and think they are not going to pay for it, but they find a way," said EDMUNDS analyst, Jessica Caldwell.
In the past, many buyers were "looking for economics packages: roller windows, no air conditioning or no radio," he added. "Those days have been left behind, and if you are that kind of buyer, in general, it is probably not in the new car market, you are probably looking for something in the used market".
New car buyers are looking for creature comforts under the premise that it is "time to reward me", said Bob Carter, Executive Vice President of Sales for Toyota Motor North America, whose Lexus brand sells vehicles that exceed $ 100,000 depending on the options .
"The consumer pushes that demand," he said. "At this time, consumer demand is not for base ratings."
The typical economic profile of someone who buys a $ 100,000 vehicle is, of course, very different from the person who buys a beater. It is more likely that the $ 100,000 cars buyer move with cash from stock market profits and stable jobs despite the pandemic.
"These are not people who are limited and living the payment check with the payment check," said Lindland.
More than $ 100,000 vehicles are on the way. In addition to Hummer, many of them are electric vehicles, such as next year's Lucid Air Dream Edition Sedan with a starting price of $ 169,000, battery range of 503 miles and 1,080 horsepower.
Some vehicles do not have initial prices of more than $ 100,000, but they are effectively expensive for many buyers, such as the Tesla model X SUV.
Although the base version of the X model begins at approximately $ 80,000, the performance version starts at approximately $ 100,000, and several options, such as interior updates and partially automatic capacity, you can add tens of thousands of dollars.
"Tesla is demonstrated for years now that people are willing to spend more than $ 100,000 in an electric vehicle with the right container, with the right brand, with the correct capabilities," said Lindland.
However, the price tag is not limited to electrical cars. In fact, Hummer could be the first of many pills to cross the threshold of $ 100,000. Others are already nearby, and not only of the luxury brands.
GM, Ford and Ram have been hiking at pick-up prices in recent years making interiors more sumptuous and adding Flourishes to exterior design in trucks such as Ram Laramie Longhorn, Ford F-150 King Ranch and High Country Chevrolet Silverado. The heavy versions of the three Detroit pills could be the first to cross the six-digit barrier.
The average buyer of new automobiles adopted a loan of 70.2 months with an interest rate of 4.6% in the third quarter of 2020, compared to an average of 69.6 months and 5.7% interest the previous year, according to Edmunds That means that it is easier and more affordable to extend the cost of a six-digit trip for a longer period of time.
But buyers of expensive vehicles like the $ 157,500 Acura NSX Supercar are less likely to have supported by small movements in the cost of the loan.
"If you are buying an NSX, you probably do not need to finance so much," Caldwell said.