Jan 10, 2020

GM to bring Hummer back as an electric vehicle

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

Go deeper

The great electric pickup production race

GMC Hummer's grille and the Tesla cybertruck. Photos courtesy of General Motors and Tesla

Automakers are competing to make the buzziest, strongest, fastest electric truck that would fare well in a dystopian future — albeit one with a reliable grid and eco-conscious drivers.

Driving the news: OK I'm being flip (it's Friday!), but yesterday brought news that GM is indeed reviving the gas-guzzling Hummer as a fully electric and powerful "super truck" with seriously gaudy specs.

Electric vehicle ads make up fraction of overall spending despite Super Bowl splash

Screenshot from Audi's Super Bowl ad for the e-tron Sportback

Last night's Super Bowl featured splashy electric car ads for Audi's e-tron Sportback, GMC's Hummer and Porsche's Taycan.

Why it matters: The ads are the latest sign of the growing volumes of electric models becoming available or in the offing, but the New York Times notes that just 0.3% of the $8.6 billion that the auto industry spent on local and national advertising last year promoted electric vehicles.

GM is eating Tesla's exhaust

Tesla Model 3. Photo: Smith Collection/Gado/Getty Images

While Tesla shares went into Ludicrous Mode this week, GM executives were on Wall Street pitching investors on their own vision of an electric, self-driving future. But as Bloomberg notes, the market isn't buying.

Why it matters: GM may be investing billions to transform its business for the future, but to many investors, Tesla's lead in the fledgling electric vehicle market is seen as insurmountable.