Hummer has been grabbing a significant amount of media attention ever since it first emerged that General Motors may be interested in reviving the marque for a new battery electric SUV.
We’ve already seen outlets like CNBC and Vox take a look back on the rise and fall of the Hummer brand, but now Business Insider has tried its hand at taking a deep dive into the defunct GM nameplate for a video published on its YouTube channel this week.
While Business Insider’s video includes the usual facts about Hummer, such as its military roots and how Arnold Schwarzenegger helped bring the civilian version to life, it also provides some additional insight into one interesting topic that is still relevant today – that being the public’s perception of Hummer. As gas prices rose in the mid-to-late 2000s, many people began to view Hummer as an environmentally damaging gas guzzler and a symbol of America’s excessive lifestyle. According to Business Insider, protestors frequently keyed Hummers, slashed the vehicle’s tires or broke their windows. On one occasion, protesters even set fire to Hummer vehicles at a number of different Los Angeles GM dealerships.
Some believe this negative perception of Hummer still lasts today, as The Detroit Free Press highlighted in a recent op-ed addressing the brand’s rumored revival. Many EV buyers remember when Hummer solely produced gas guzzlers and thus may not warm up to a Hummer EV, while those who would buy another Hummer probably liked the vehicle for its simple, utilitarian nature and macho looks. A Hummer EV may not appeal to either of these consumers, then, potentially making such a vehicle a bit of a risk for GM, which is all too familiar with the pitfalls of having too many brands.
Whether or not the Hummer EV rumors are accurate remains to be seen. For now, hear what Business Insider has to say about the brand in the video embedded below.