GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

10131 Views 103 Replies 56 Participants Last post by EcoBustier69, Feb 3, 2015

Perian

Discussion Starter · Jan 30, 2015

January 30, 2015

2015 Cruze L Manual - $16,995* (*Plus Destination)

Article Quotes:

In an unusual shift, GM has slashed base prices by almost $2,600 on some of its bestselling models. However, a closer look suggests there could be hidden tradeoffs. Last month, Chevrolet quietly launched the 2015 Cruze L, undercutting the lowest-priced Cruze LS by $1,575. Isolated case? Far from it.

CarsDirect has learned the automaker has also lowered starting prices on the Chevrolet Equinox, GMC Terrain, and Buick LaCrosse. The changes aren't small potatoes, too, with an average decrease of almost $2,500.

Some models now start substantially lower than competitors. The Chevrolet Cruze has a starting MSRP $2,320 lower than the least-expensive Honda Civic LX. The Chevrolet Equinox, previously $1,075 higher than the Honda CR-V, is now $1,325 less expensive.

The GMC Terrain widens its price advantage over the Ford Edge from $1,540 to a whopping $4,030. The Buick LaCrosse, previously more expensive than the Toyota Avalon, is now $1,220 lower.

New Trim Name Lowest MSRP (Before) Lowest MSRP (After) Difference
2015 Chevrolet Cruze L $17,745 $16,170 -$1,575
2015 Chevrolet Equinox L $24,520 $22,120 -$2,400
2015 GMC Terrain SL $26,560 $24,070 -$2,490
2015 Buick LaCrosse 1SV $33,635 $31,065 -$2,570

The most interesting thing is that GM has managed to leapfrog competitor pricing without stripping away key features. What GM has done, however, is slice dealer margins on the least-expensive trims.

For example, the difference in invoice and MSRP prices on a Chevrolet Cruze LS has been about $600. The difference on the new Cruze L? $81. On a typically more profitable vehicle like the Buick LaCrosse, the previous base margin was nearly $1,350. Now? It barely breaks $150.

Compact car profit margins are typically small, but this is unusual and dealers are unlikely to provide discounts. We've already seen the telltale signs with the exclusion of the Cruze L from this month's incentives. While it's too soon to say if the Equinox L, Terrain SL, and LaCrosse 1SV will see similar exclusions, it wouldn't be surprising.

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Perian

Discussion Starter · #2 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

A necessary evil for those who shop for vehicles on the internet. GM now has a better chance of attracting those who are shopping by price, and price alone.

Chevy.com now shows the new initial price point as follows:
2015 Cruze L Manual MSRP from $16,995†
2015 Cruze LS Manual MSRP from $18,570†

Months ago, at the 2015 Chevy Cruze factory introduction - a dealer said something about lower prices**, but nothing ever came of it - until now. I guess he was correct with his statement that GM had a little ammunition for the MCE Cruze. $16,995 is a great advertising point.

--------------------------------------------

September 26, 2014

**Note the comments from Chevy dealer representative Greg Greenwood who speaks about a new Cruze "price point". Now there is no way to infer exactly what this means, but remember that GM set a new price point with the Chevy Malibu recently to put the vehicle on the radar of more internet buyers searching by price.

It is certainly possible, but obviously not confirmed that GM is taking the same route here with the Cruze.

Take a look:

http://www.vindy.com/videos/2014/sep/26/3258/

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69gtsdart

· #3 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Now i am more Confused with GM's Model Trim Naming scheme's....

Reactions: 1

paul8488

· #4 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

It has been a long time since GM lead the industry, so if they think that everyone else will be forced to respond it will be interesting to see what happens.

0fxxk0

· #5 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

So how empty is this car?. Not that its a bad thing at all for people needing basic new transportation. Kudos to GM for doing this.

newdude

· #6 · Jan 30, 2015 (Edited)

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

So, looking at the order guide, under standard equipment, L vs LS. The L loses the following standard equipment:S SiriusXM, Compass display, floor mats, and spare tire (comes with inflator instead). The only option available is the oil pan heater. 4 colors.

Equinox L loses as standard equipment over LS: SiriusXM, rear floor mats (you get fronts) and compass display. You can't option for AWD, 8 way power driver seat.

Terrain SL loses as standard equipment over SLE: Colored outside mirrors, rear floor mats. SiriusXM is standard. No AWD, power seat option.

Lacrosse 1SV over the base 1SB model: 3.6 V6 is standard. On the 1SB, the eAssist 2.4 is standard, with the 3.6 being the option. Oh, and you lose the standard cargo net. Fair game to order on the Buick.

The one thing I noticed. On the two Chevys and the GMC, dealers are not allowed to order LPO items for them (mud flaps, mats, etc that are ordered when built and installed at the dealer).

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Reactions: 1

FenwickHockey65

· #7 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

newdude said:
So, looking at the order guide, under standard equipment, L vs LS. The L loses the following standard equipment:S SiriusXM, Compass display, floor mats, and spare tire (comes with inflator instead). The only option available is the oil pan heater.

Spare tire is the only real loss there. SiriusXM is a non-issue for most, all Garmins have a compass, you can get cheaper and better floor mats at Walmart.

Reactions: 3

paul8488

· #8 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Wait, Lacrosse went down? If anything it should have been bumped up, maybe with a few new standard features. Maybe they know Cadillac can't handle any competition and they're backing the Lacrosse away. What a silly move, considering the success over the past few years that Buick has been having.

Reactions: 3

XCR440SP

· #9 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Except, if it was mostly invoice mark up cut instead of equipment, actual transaction prices won't change, it will have no effect except to devalue the used market as people will think of the cars cheaper new making them think they should be cheaper used.

I remember when Mercury did this on the Grand Marquis (in the 1990's I believe), a LeSabre was much higher MSRP, but cost about the same to actually buy, but on the used side the Buick was much better due to the higher MSRP making the used one look better. It also hurt the new side because people would say I can buy the $30,000 car for the same price as your 28,000 car so the $30,000 car is a better deal.

BlackGTP

· #10 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Good move by GM. It will get more people into the showroom, probably won't be able to find one of these "L" vehicles anyway. My sister was once trying to find a base model like this for a Japanese make - no one carried them.

Reactions: 3

paul8488

· #11 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

FenwickHockey65 said:
Spare tire is the only real loss there. SiriusXM is a non-issue for most, all Garmins have a compass, you can get cheaper and better floor mats at Walmart.

There's a reason there aren't many loss-leader stripper cars on the market anymore. Curious to see if they snag a few with these, but I suspect it's just a tactic to get people in the showroom knowing full well that no one will buy these. We'll see if it works, but not everyone is going to fall for it. If people are checking internet pricing they are probably also checking the standard options, and these GM budget specials aren't going to fool everyone.

Reactions: 2

goatgary

· #12 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

FenwickHockey65 said:
SiriusXM is a non-issue for most,

Wtih me XM is a BIG issue. Would not be without it. Deal breaker.

Reactions: 5

wallus13

· #13 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Not sure how many L trims will be out there for sale. I am shocked none of you awesome GM haters haven't mentioned L for Loser....

Reactions: 3

paul8488

· #14 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

wallus13 said:
Not sure how many L trims will be out there for sale. I am shocked none of you awesome GM haters haven't mentioned L for Loser....

You don't have to hate GM to question something like this. No, they won't sell many, but the risk is painting the company with the 'budget' label that Hyundai and Kia worked so hard to shed over the years.

Reactions: 1

khovius

· #15 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Basic inexpensive transportation. The only issue I have is that door handles cost $112.

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donmateo

· #16 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

Guess we won't be getting any extended wheelbase models in the US.

Reactions: 1

Ruperts Trooper

· #17 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

paul8488 said:
You don't have to hate GM to question something like this. No, they won't sell many, but the risk is painting the company with the 'budget' label that Hyundai and Kia worked so hard to shed over the years.

That's not a "risk", it seems to be the objective - "fire sale" was my basic response to this sort of move.

Reactions: 1

Rocket 88

· #18 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

wallus13 said:
Not sure how many L trims will be out there for sale. I am shocked none of you awesome GM haters haven't mentioned L for Loser....

I totally don't hate GM, but the L for Loser thing did jump to mind...

The lower base pricing is a great idea for Chevy Models. Maybe not for GMC or Buick.
Also, curious if this could have been accomplised by just moving the LS down. LS, LT and LTZ seem like enough to cover the range.

Extreme4x4

· #19 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

It makes me think of a long time ago when we bought our Bronco II. I had looked at a S10 Blazer also, and in the optional equipment it listed passenger seat. I thought that was the weirdest thing I had ever seen.

Sure it made the base price look lower. In reality, not so much, as I had never seen one without the "optional" passenger seat.

Neanderthal

· #20 · Jan 30, 2015

Re: GM Introduces New Base Designation "L"; Cuts Pricing On Several Vehicle Lines

69gtsdart said:
Now i am more Confused with GM's Model Trim Naming scheme's....

So is GM.

The General should follow logic. That demands base models be 2LT, followed going up the price/status scale by 1LT, CPT, then MAJ and LTC as needed.

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