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General Motors Might Revive Hummer Brand, Will Be Electric

General Motors Might Revive Hummer Brand, Will Be Electric

Snapshot: The ongoing workers’ strike at General Motors has revealed a surprising thing: Hummer might return but as an electric brand.

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  • Reuters report states that General Motors might bring back the Hummer brand.

  • The brand was shut in 2010.

  • It will have an all-electric lineup of pickup trucks and SUVs.

  • Will be part of a larger electric vehicle push by the manufacturer.

GM workers have been on a strike for more than a month, negotiating for better pay and benefits, and one of the things that have been inadvertently revealed is the fact that the Hummer brand might make a comeback – but as an all-electric lineup this time.

The plan, should GM go through with it, is to invest USD 3 billion in their facility in Detroit-Hamtramck. This will assemble the result of what is currently called the BT1 electric truck/SUV program – GM’s premium electric pickup truck/SUV platform.

The batteries will be integrated into the chassis, and it will be a modular platform capable of providing front-drive, rear-drive or all-wheel drive as required. The target is to put a pickup truck on sale by the end of 2021, and a performance-oriented version of that out in 2022.

The pickup truck segment is very important to the US market –  just like the small-hatch Alto to the Indian market. The Ford F-150 and Chevy Silverado are the best-selling pickup trucks in the USA.

The electric pickup truck will be followed by an SUV in 2023. 

In 2017, GM had sold the Indiana plant that manufactured Hummers to a Chinese company called SF Motors, whose aim was to invest USD 30 million in the facility for it to be able to manufacture all-electric vehicles. 

When GM’s electric SUV becomes a reality, it has a number of brands to choose from, but arguably none are as iconic as the Hummer brand, which it had to shut down at the start of the decade thanks to its gas-guzzling reputation. Reviving it will make a lot of marketing sense for GM – although seeing an all-electric Hummer on sale in India will be an unlikely possibility until 2023. 

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