GM Interested In Bringing Hummer Back—Seriously
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Hummer departed this world for good in 2010, but its death has left a bittersweet taste on the tongues of General Motors executives.
As GM watches off-road SUVs climb in popularity, specifically Jeep’s goldmine in the Wrangler, there are legitimate whispers of bringing the Hummer brand back to life, Bloomberg reported Monday. There’s a catch: Hummer would be GM’s electric off-road brand, which would give the brand a totally new identity. The news comes from unnamed sources that reportedly have information on the discussions taking place at a high level.
Think of this reborn Hummer as a direct rival to Rivian, which plans for an electric pickup truck and SUV next decade. GM and Rivian broke off negotiations about investment and using the latter’s platform for electric vehicles earlier this year. Shortly after, Ford and Rivian announced a partnership and investment.
A new Hummer brand would likely be another premium SUV and truck division, which could also absorb more of the costs associated with battery-electric powertrains better than Chevrolet.
2008 Hummer HX Concept. Could this have been the H4?
Mark Reuss, GM President, said on June 12th that he “loves” Hummer and the company is “looking at everything” but he wasn’t sure about a revived Hummer. Crucially, he didn’t outright deny discussions about bringing Hummer back from the dead.
GM purchased the civilian Hummer brand from AM General in 1998 and launched the first H1 in 1999. The H2 and H3 followed later in the 2000s. Sales of the brand peaked in 2006 with 71,524 models sold. From there, the brand declined as the economy spiraled out of control and oil prices skyrocketed. Quickly, Hummer became a poster child for gas-guzzling SUVs and climate change.
Today, the same sources said there have been some Hummer concepts worked up inside the halls of GM. Designers have also experimented with some Hummer design cues for future GMC models, too.
Should Hummer make a comeback, its launch is likely years away. GM is focused on its BEV3 platform and launching an electric Cadillac SUV on the architecture first. Work is also underway on an electric pickup truck. An electric Hummer, therefore, wouldn’t come until the mid-2020, most likely.
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Source: Bloomberg
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So here’s the question that is the most important.
How does GM build a new hummer brand with multiple vehicles without making the masses in the US have a negative attitude towards it?
See the Hummer was not the worst gas guzzling truck on the market back then, but for some reason it was the focal point of the hate
They can’t do both. They can’t bring it back, at least as it was, and not have a section of society hate it. They have to make a decision to just deal with it. It is up to them if the profit outweighs the negative press. The truth is that it was a tiny portion of society that targeted the H2 anyway so it was never going to do any real damage to their brand. I guess one option is to make some minor changes and increase fuel economy a modest enough amount to be able to point to something.
I’ll say it again, if they brought the H2 back I would buy one for sure. It it they made it electric I wouldn’t and I don’t think I’m alone in that sentiment.
My H3 was nice to drive. The build quality was excellent.
I really liked driving my H3. The build quality was excellent.
When’s the H4 coming out?
I am going to buy one and older one of course but here in Az all terrain vehicles are hot why should a Jeep lead? No room in them anyhow the old broad is still a hellcat and if done right my head turns!
bring back hummer
I still have an H3 Alpha and I love it. I have also watched video of an all electric H3 on the trails and it looked awesome. I don’t think I could go for an all electric model since I can’t get used to how they drive but maybe a hybrid without have to plug in could be nice. Either way the should figure it out and bring them back!
Forget the electric and BRING BACK THE REAL THING, I LOVE THEM! Besides President Trump has made America energy independent AGAIN! THANK GOD!
I own a hummer H3 and absolutely love it. I also own a new Jeep Grand Cherokee Overland…..the jeep sits in the garage and the hummer is on the road. I would buy a new Hummer H3 type….don’t care for the H2 or the Hummer truck version though. I feel General Motors would be wise in bringing a version back similar to the H3….there are many of us Hummer lovers who would follow and buy the new version rather than the high priced overrated Cadillac (I’ve had one of those expensive to work on cadillacs….it got sold believe me)
Nice, hearing from an actual owner.???
Bring them back – Hummer Like Nothing Else. I have owned Hummers for the last 15 years and the reliability has been outstanding. I owned 2 H2s and currently have a Hummer H3 Alpha as my daily driver. We sold the H2 because my wife started to have a hard time getting into it. I will always keep the one I have but would also be interested in a new one. Bring them back and introduce them to a whole new generation! You will always have the haters and it used to bother me but now I could care less. It makes me love them all the more. They must make sure it retains its off road prowess and have enough torque for the long haul. Hope to see one in 2023!
Here’s another thumbs up!?
This comment is coming from a previous owner of 2 of your hammers. The first one was a H3 2008..it was a nice vehicle.. but I always Admired And wanted the full size H2 hummer… With that being said my husband purchased the Full-size H2 UT pickup sooo very beautiful was happy and pleased with this truck.. received a lot of looks at it and a lot of comments how pretty it looked.. I Will admit it was hard on gas but ran like a champ Was fast and powerful. All I have to say is I hope y’all guys will bring back something as good as this one was maybe easier on gas but I don’t think it’s going to be the electric one ..just because it’s electric how far can you go without having to charge it.. to me it sounds like it’s going to be a big inconvenience just bring back the good old fashion H2 .. PLEASE!!!! Stay with what works if it ain’t broke don’t fix it..😘😘