Dealer incentives are scarce amid the semiconductor shortage. Now, GMC is offering a different kind of incentive to Yukon Denali owners: free WiFi. On the surface, it’s not a terrible idea. The recent shifts in the auto market are forcing people away from dealerships and into the used market, if not out of the market entirely. However, is free WiFi something people will actually use? More to the point, is it worth it on what can easily be an $80,000 vehicle?

GMC WiFi lets you work from anywhere

As the ramifications from the COVID-19 pandemic begin to decline and people return to work, a new work culture has emerged. An increasing number of companies are allowing employees to work from home entirely or only visit the office periodically. That appears to be the inspiration behind the brand’s free WiFi offer.

Additionally, the program seems to be an interesting way to get people out of their home office, which according to this study by Indeed, can help with those feeling burnt out by working from home and looking for a change of scenery. It’s important to point out that the range of the WiFi network in GMC models allows you to work near the vehicle in addition to in it. However, there is a bit of a catch.

Dealer incentives are few and far between

This nice little incentive is somewhat hampered by the fact that existing owners are the only ones eligible for the program. Now, that could potentially mean that you’d be able to go out and buy any number of new GMC models and then qualify for the program. However, there’s another small snag. The offer is only available to the first 20,210 vehicle owners. As such, if you’re interested, you’d better ring up your local dealer as soon as you can to take advantage.

Regardless, we should be happy this incentive exists. It’s an interesting play well outside the norms of dealer incentives. Now, in an increasingly tight auto market, dealers are looking to innovate. With any luck, this type of incentive will catch on and lead to yet more interesting perks of new car buying. To some consumers, the convenience of a portable WiFi network based around their vehicle is worth more than your standard lease discount.

Is free WiFi enough to bring in buyers?

But, is free WiFi really that much of a convenience? Like many aspects of car buying, it depends on what you want out of your vehicle. Maybe you’ve had your fill of working from home and would like to be able to work “out of office” every once in a while. Or maybe, you’re like me, and the thought of you leaving the home office you’ve invested much time and money building is a horrible thought. Regardless, it’s good to see GMC making an effort to do more for their customers in interesting and unique new ways.