I don't see it having that much of an impact to be honest.
GM is making so much money as it is, producing the numbers of Tahoes & Yukons they are now. Do you think they'll want to ramp up production even more now that there is more competition? That will have an adverse effect on the quality of their cars.
Sure they may lose a customer who's not willing to wait 3+ months if there are continued inventory issues, but someone else will take their spot and buy the car once it is produced.
The Wagoneer's are expensive. They regular ones cost $75k by me & the Grand Wagoneer are starting over $100k. I just don't see anyone who would spend as much as a Denali or Escalade on a Wagoneer.....in this category of cars.
Toyota is Toyota. People typically buy Toyota's because they're cheaper and last long. Does Toyota think they're going to convince people it's worth paying $70k+ for their brand? I don't see it. Sure the new model looks a lot nicer and is more modern....but at the end of the day the brand still has a major play.
As far as Ford goes...I think the Expedition will chip away the most. But GM has always owned this market over them. I don't see it changing
I think GM will have to acquiesce and go back to the pre-covid model of selling cars for these full size SUVs depending upon the strategy of Ford, Toyota, and Stellantis.
I mean, sure, GM would like to keep the business model it has in place during the COVID times because it never really had competitors in this segment in late 2021. And of course, if you're the sole source supplier for a segment, you
should be turning significant profits.
But that's changing and GM will have to adapt. And if one of these other competitors has the production capacity to start having retail inventory on dealer lots for consumers to test drive, etc., will your non-GM brand loyal customer actually buy a vehicle they can never put their hands on and test drive? My guess is no and they would opt for the car they can try out in person. And if you don't have the ability to capture customers from your competitors like they are doing to you, you will eventually suffer those consequences. Ford and GM had brands that experienced this.
Unless GM is committed to significantly increasing its production capacity/volume, I see the GM products continuing to become a smaller % of total sales in the segment as its competitors come online.
Also, Grand Wagoneers can sticker for over 100k, but you can factory order one at Koons Vienna for 6% under invoice so that's under $80,000 which is in-line with its competitors like the Yukon Denali.