General Motors had shut down its Hummer brand, which consisted of military-inspired rugged civilian utility vehicles with low gas mileage, in 2010.
Workers leave the General Motors CAMI car assembly plant where the GMC Terrain and Chevrolet Equinox are built, in Ingersoll, Ontario, Canada, January 27, 2017. REUTERS/Geoff Robins
General Motors Co will revive the Hummer name to sell a new family of electric pickup trucks and sport utility vehicles and will tout the return with a Super Bowl ad featuring NBA star LeBron James, two people briefed on the matter said. The vehicles will be sold under the GMC nameplate. Reuters reported in October that GM planned to build a new family of premium electric pickup trucks at its Detroit-Hamtramck plant beginning in late 2021 and was considering reviving the Hummer name, citing several people familiar with the plans.
The Wall Street Journal reported GM’s decision to move forward. GM declined to comment. The electric truck and SUV program is the centrepiece of a planned $3 billion investment in the Detroit-Hamtramck plant to make electric trucks and vans, and part of a broader $7.7 billion (5.9 billion pounds) investment in GM’s US plants over the next four years that was part of a new contract signed with the United Auto Workers union last year.