General Motors plans to expand its range of electric vehicles to include premium pickup trucks and SUVs. These EVs will be produced at its Detroit-Hamtramck plant starting in late 2021. According to Reuters, this plan could include the revival of the defunct Hummer brand as electric vehicles.
- General Motors is planning a range of premium electric pickups and SUVs.
- GMC will get a pickup and Cadillac will get an SUV as part of this plan.
- There will also be a new EV brand, which could see the revival of the Hummer badge.
The first Hummer was built for the army by AM General in 1983 as a high-end military vehicle designed to handle the rigors of combat and challenging terrain. It wasn’t until 1992 that production of the civilian Hummer began with nearly 50 dealerships marketing these vehicles by the end of the following year.
Hummer was a big hit with celebrities, including Arnold Schwarzenegger. (Photo: Getty Images)
The rise and fall of Hummer
In 1999, AM General sold the Hummer name to GM. It continued to produce the growing Hummer lineup until the economic downturn and GM’s bankruptcy. This spelled the end for Hummer with the final production vehicle rolling off the line in 2010.
GM’s new EV program includes a $3 billion investment in the Detroit-Hamtramck plant as part of its overall $7.7 billion investment in plants over the next four years. Unlike previous forays into electrification, these new EVs will be premium offerings.
The plan calls for an electric pickup under the GMC badge and an electric SUV for Cadillac, but not until 2023. The first vehicle will be a low-volume electric pickup in 2021 followed by a performance version of that same pickup in 2022 and an SUV in 2023.
The brand for those three vehicles has yet to be decided, which is where Hummer comes into the picture. While no official name has been announced, Reuters reports Hummer is being considered.
It’s a well-known name with plenty of enthusiasts. Giving its new electric vehicle lineup the Hummer name comes with built-in brand recognition that could attract the attention of buyers who might not otherwise consider an electric vehicle.
WHY THIS MATTERS
Hummer is gone, but love for the brand remains strong. Bringing it back is sure to make enthusiasts happy, but will they still be happy when they find out it’s an electric vehicle? It won’t be the Hummer they remember, but 30 years after it began, maybe this version of Hummer can find success.