- There are rumors swirling that General Motors is considering bringing back the Hummer brand, this time as a future electric SUV.
- GM first acquired Hummer from AM General in 1998 but dropped the brand in 2010.
- We have no idea when—or if—a new Hummer will arrive, but if it does it would likely use a platform shared with a future electric pickup truck.
UPDATE 10/18/19: A new report from Reuters lends more credence to rumors about the return of Hummer. The report says that GM will invest in its Detroit-Hamtramck plant to build electric trucks, SUVs, and vans, some of which could wear Hummer badges. Referred to as BT1, this program and planned $3 billion investment came as part of a proposed labor deal between GM and the UAW after a recent strike.
With the continued rise of the SUV market and the remarkable success of brands like Jeep, it's almost surprising that General Motors hasn't yet dipped back into its rugged Hummer brand, which it killed off in 2010. It's looking like a distinct possibility now, according to a report from Bloomberg that states GM is considering reviving the Hummer brand and applying it to an electric SUV.
Although the report cites sources within GM as saying that this idea is in its early stages, it does sound plausible given that GM still owns the rights to the Hummer brand and its trademarks. A GM representative declined to comment to C/D on these reports, calling them "speculative."
If things do move forward with Hummer, it looks as though the brand would be a part of GM's push to electrify a larger percentage of its lineup. Rather than reviving inefficient gas-powered SUVs such as the Hummer H1, H2, and H3, the thinking is that GM would apply the Hummer nameplate to a new all-electric SUV model that would preserve the off-road capability and image associated with Hummer but with an entirely different powertrain underneath.
The supposed return of Hummer, if it comes to pass, is likely several years off. GM is currently working on a new electric platform that will underpin future vehicles such as a Cadillac crossover launching in 2022. Another electric platform for larger trucks and SUVs is reportedly in the works for some time after that, and could be used for this possible Hummer revival.
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This story was originally published in June 2019
Despite being raised on a steady diet of base-model Hondas and Toyotas—or perhaps because of it—Joey Capparella nonetheless cultivated an obsession for the automotive industry throughout his childhood in Nashville, Tennessee. He found a way to write about cars for the school newspaper during his college years at Rice University, which eventually led him to move to Ann Arbor, Michigan, for his first professional auto-writing gig at Automobile Magazine. He has been part of the Car and Driver team since 2016 and now lives in New York City.
