GM is giving Hummer a second life as an electric pickup

Darnell Taylor
January 13, 2020

General Motors is bringing back the Hummer, almost a decade after the brand became defunct.

The manufacturer is now working on two electric programs - one focusing on small and midsize passengers models, and the other exploring full-size and off-road vehicles.

Bloomberg first reported in June that GM was mulling the Hummer brand's return as a line of electric vehicles.

The new Hummer pickup truck is slated to hit the market in early 2022 and will be sold under the GMC truck and SUV brand in small quantities, the same source confirmed.

If the company follows through with that plan, it would address the two biggest problems that doomed Hummer 10 years ago: its gas-guzzling image and its costly network of stand-alone showrooms. GM is considering selling the battery-powered truck in existing dealerships under the marketing name "Hummer by GMC", the people said.

GM's choice to shutter the brand in the wake of bankruptcy and restructuring back in 2010 was met with resistance from franchise holders.

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Hummer was supposed to be sold to a Chinese company in 2010 but the deal was reportedly blocked by Chinese regulators and GM instead retired the nameplate.

"Had (fuel) prices not skyrocketed, and had they perhaps marketed it within another brand as opposed to (standalone dealerships) maybe it would have stuck around longer", Brian Johnson, an analyst at Barclays, was quoted in the Wall Street Journal as saying.

It's not clear if the upcoming GMC Hummer will use the same platform.

Yes, the Hummer will soon become a full-fledged electric vehicle, and we have confirmation that it will be rebuilt in pickup form.

We reached out to a spokesman for GMC who declined to comment.

Hummer started out as a military vehicle supplier but was bought by General Motors in 1998 with a plan to transform it into a Jeep rival.

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