General Motors Co. is moving forward with plans to revive its polarizing Hummer brand, this time as an electric truck instead of an emblem of gasoline consumption, according to people familiar with the matter.
The Detroit automaker plans to debut a pickup around 2022 with boxy styling cues reminiscent of the Hummers of yore, one of the people said. GM is considering selling the battery-powered truck in existing dealerships under the marketing name “Hummer by GMC,” the people said.
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. GMC is a division of GM that sells SUVs, trucks and vans.
“GM’s move is interesting because there could be a huge cohort of people that will now grow up associating GMC with being environmentally friendly,” said George Augustaitis, director of industry analytics at CarGurus.com, a car-shopping and research site.
Bloomberg first reported in June that GM was mulling the Hummer brand’s return as a line of electric vehicles. The Wall Street Journal reported earlier Friday that the automaker has decided to move forward with the plan.
To drum up interest in the long dormant brand, GM plans to announced its return with a Super Bowl commercial starring LeBron James, one of the people said.