A discontinued Hummer pickup truck. GM has yet to debut revivied electric vehicle's new look. Photo: Scott Olson/Getty Images
General Motors plans to reintroduce the Hummer to consumers as an electric pickup truck under the GMC brand, unnamed sources familiar with the matter tell the Wall Street Journal.
The big picture: The revival is a part of automakers' race to introduce more electric trucks and SUVs to the market. Tesla unveiled its version of an electric pickup dubbed the Cybertruck in November, expected to arrive by late 2021.
Background: Hummer was infamous for its poor fuel economy, but strong fan base. The model was pulled from the market due to the company's 2009 bankruptcy filing.
- The truck is expected to go on sale in 2022 in small volumes, per WSJ.
- NBA star LeBron James is expected to promote the vehicle in a Super Bowl commercial next month.
Go deeper: Toyota executive warns of "electrified armageddon" for auto industry