For a few years, one of the metrics that manufacturers use to measure the success of their products is one for the future: reservations. Every time a customer makes a reservation, they secure a top spot when it comes to taking real orders. The usual thing is that a reservation has a symbolic cost and that it is fully refundable: whoever wants to go back when placing the order, can do so.
General Motors has offered reserve figures that, without being spectacular in absolute terms, are very relevant to justify to shareholders the need to increase production capacity for electric cars. Recently, the American giant recounted its supply plans for batteries and raw materials for the medium term.
The new generation of GM electric cars -this leaves out the Chevrolet Bolt- are based on the Ultium architecture, and for now, we are talking about large vehicles. Production of the GMC HUMMER EV began in late 2021, and production of the Cadillac Lyriq began in the spring. The HUMMER EV has 80,000 reservations, which represents an increase of 20,000 reservations (+25%) on the last figure they gave us.
The demand for the monstrous off-roader comes mainly from General Motors customers, with 42% being the percentage of conquest (new customers), and 75% being new to the GMC brand. The main interests in acquiring this off-road tank junk are concentrated in the south: California, Florida, and Texas. At the current rate of production, it would take more than a century to deliver that many units. The Cadillac Lyriq has not given several reservations.
But more interesting is the reservation volume of the Chevrolet Silverado EV, the direct competitor of Ford F-150 Lightning, Tesla Cybertruck, Lordstown Endurance, RAM 1500 Electric, or Rivian R1T. At the beginning of the year, 110,000 reservations were reported, and there are already 150,000. Ford stopped accepting reservations for the F-150 Lightning at 200,000. These figures are a joke if we compare them with the gasoline or diesel pick-ups that are sold per year, but it is undeniable that they are rising.
In any case, the Tesla Cybertruck already accumulates a volume of reserves of more than 1.5 million (10 times more than the Silverado EV), although it is true that mass production has not yet begun. Right now only F-150 Lightning and R1T are in production. In addition, in the pick-up market there is a lot of reservation overlap, that is to say, there are customers who have reserved models of various brands, and will place their order with whoever makes it easier for them or offers it to them first, so these The numbers may deflate a bit as we get closer to spring, when the electric Silverado begins production.
In other words, so much reserve does not guarantee future sales, but it is an indicator to take into account.
