General Motors is reviving the Hummer as an electric pickup truck

Andrew Cummings
January 13, 2020

General Motors Co GM.N will revive the Hummer name to sell a new family of electric pickup trucks and sport utility vehicles and will tout the return with a Super Bowl ad featuring National Basketball Association star LeBron James, two people briefed on the matter said on Friday.

A battery-powered Hummer ute would add to the list of electric pick-ups already under development, including Tesla's Cybertruck, Rivian, Fisker, and one apparently being worked on by Ford.

The Detroit automaker plans to debut a pickup around 2022 with boxy styling cues reminiscent of the Hummers of yore, one of the people said.

But there is a big twist: according to reports out of the United States it will aim for a more environmentally-friendly image with a line-up of electric utes and SUVs.

GM bought the Hummer brand in 1998 and sales of the vehicle peaked in 2006 before declining precipitously at the end of that decade as gasoline prices soared, hurting demand for the 10-miles-per-gallon Hummer H2.

GM's chief executive, Mary Barra, has said she wants to pave the way for an "all-electric future" at the vehicle company. At the time, Hummer's image of gas-guzzling excess ran afoul of GM's goals to produce affordable hybrid and electric vehicles for the masses. If you were waiting for an update on that, then you're in luck: The Wall Street Journal has now confirmed that the rumors are indeed true. Now, Hummer will finally live under the GMC banner. Spokesmen for General Motors and GMC declined to comment. Chevy confirmed that it's working on an electric Silverado pickup, and past year Cadillac announced it would build an electric crossover. Media reports indicated that Hamtramck may make performance variants and SUVs based off the electric platform that may use the Hummer name.

The Hummer brand was briefly sold in Australia - from October 2007 to June 2010 - but the timing couldn't have been worse.

Other reports by iNewsToday