GM to release an electric Hummer pickup, per report

GM to release an electric Hummer pickup, per report

It'll show the Hummer in a Super Bowl ad in February, a source familiar with the plan confirmed to CNN Business. And it may be targeted at environmentalists, the biggest critics of the old Hummer.

Bloomberg first reported in June that GM was mulling the Hummer brand's return as a line of electric vehicles.

General Motors (GM) has bought airtime during the February 2 Super Bowl in order to showcase an all-electric pickup version of the Hummer, the Wall Street Journal reported Friday.

A battery-powered Hummer ute would add to the list of electric pick-ups already under development, including Tesla's Cybertruck, Rivian, Fisker, and one apparently being worked on by Ford.

Hummer was one of the casualties of General Motors' bankruptcy during the Global Financial Crisis, during which long-standing brands such as Pontiac, Saturn and Swedish badge Saab were axed or sold.

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The Hummer started life as a civilian version of the Humvee, the vehicles used by the U.S. military during the 1989 invasion of Panama and the Gulf war in the early 1990s. But those hoping for a full-on brand revival will have to wait-we're talking about a single vehicle housed with the luxurious confines of the GMC nameplate, and the Journal's sources call it a "small-volume" endeavor.

The Hummer brand had become controversial, due to the vehicle's poor fuel efficiency, bulky size and safety concerns.

Unlike the gaudy Hummer H2 and H3 SUVs, this fully electric Hummer will be a pickup truck described by the Journal as "rugged, jeep-like". The roll-out of these models would occur from 2021 to 2023, the report said.

The all-electric pickup may be part of a larger plan agreed to by the United Auto Workers a year ago to build the pickups at GM's plant near Detroit. By 2008 GM was selling fewer than 4,000 a year and the brand was shuttered in 2010. About 1800 were sold locally.

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