Hummer is returning to the Generagl Motors lineup after more than a decade, preparing a Super Bowl commercial and releasing a GMC electric pickup in early 2022.
The choice to revive Hummer as GMC gives GM flexibility in selling what it projects to be a low-volume model without having to support an entire brand, which would require dealer and service network support, which could potentially prove to be both costly and even legally challenging, as holders of existing franchises would likely want a piece of the action.
The all-electric pickup may be part of a larger plan agreed to by the United Auto Workers last year to build the pickups at GM’s plant near Detroit. In that labor agreement, GM committed to invest $3 billion at their Detroit-Hamtramck assembly site to build electric trucks, SUVs, and vans. Chevy confirmed that it’s working on an electric Silverado pickup, and last year Cadillac announced it would build an electric crossover.
According to The Wall Street Journal, GM has tapped LeBron James to star in a Super Bowl commercial which will promote the return of Hummer. Little is known about the ad at this point, but it could be a high-profile teaser.
In any event, the new Hummer pickup will be fully electric, utilizing GM’s upcoming electric truck platform. This means it will be built at GM’s Detroit-Hamtramck facility, which is currently undergoing a multibillion-dollar renovation for that purpose.