A report by The Wall Street Journal claims the Hummer name is set to return to the market under the General Motors umbrella and will be applied to an electric pickup truck.
While speculations that the Hummer is indeed coming back to GM’s portfolio after a decade is no longer new, WSJ says it has information on timelines leading to the much-awaited rebirth of the brand as well as the automaker’s large-scale marketing plan.
According to the said timeline, the company hired basketball superstar LeBron James as the new Hummer’s official endorse and is planning to release a commercial at this year’s Super Bowl.
But rather than the return of the entire Hummer brand, it appears the moniker will be attached to a unique electric pickup truck that will be sold through the GMC brand.
This claim makes sense considering that Hummer, under the GM portfolio, used to be a brand with prime focus on premium trucks and SUVs. The same position being occupied by GMC at present, offering luxurious pickups and Denali-trim SUVs to customers.
Moreover, the new Hummer pickup is assumed to go fully electric and ride on the automaker’s upcoming electric truck platform. This suggests that the vehicles will be built at GM’s Detroit-Hamtramck facility, which has recently benefited from a multibillion-dollar budget allocation.
GM has not released any statement regarding the report, but if the Hummer returns as an electric vehicle, it will allow the company to change the brand’s reputation from being a gas-guzzler to a more environmentally friendly vehicle with cool styling and off-road capability.
The Hummer went off the radar in 2010 after the company filed for bankruptcy and slowing sales brought about by high gas prices. According to the Wall Street Journal, the new Hummer pickup could arrive as early as 2022.