In a recent op-ed, The Detroit Free Press automotive writer Mark Phelan discouraged General Motors from reviving the Hummer brand for a new battery electric SUV, saying the brand still carries negative connotations among many consumers.
Rumors that GM wanted to revive Hummer and slap the brand name on a new electric SUV surfaced last year and Phelan believes that’s where they should stay. The long time automotive writer says a lot of people still “hate” Hummer, relating the brand name to gas guzzlers with juvenile, military inspired styling. This makes it particularly unpopular among the educated and wealthy consumers who tend to be early adopters of electric vehicles – which is mostly who GM would be trying to attract with the alleged new electric Hummer.
The op-ed also says that electric vehicle technology isn’t particularly well suited to off roading, which we already know many Hummer enthusiasts are active in. Not only are EVs heavier than a comparable internal combustion engine vehicle, they are also rather expensive to buy and are difficult to repair. For these reasons, it seems unlikely that anyone will be taking a Hummer EV to the sand dunes or the trails.
Instead of reviving and reinventing Hummer, Phelan believes GM should be giving Cadillac its undivided attention. The automaker has already proclaimed its luxury brand as being its electric vehicle leader, but with GM also working on an electric pickup and the rumored electric Hummer, Cadillac dealers may feel as though GM isn’t entirely focused on the new electric Cadillac crossover. The electric Hummer would also be a high-end vehicle and would likely carry a near $100,000 price tag, so this could diminish the impact the arrival of the Cadillac EV has, which will also be priced on the higher end of the spectrum.
It’s worth reiterating that it’s still unclear if GM is indeed working on a Hummer revival vehicle. GM has already learned the hard way that introducing too many brands can detrimental to an automotive company’s business, but the rumors of Hummer’s revival have also generated quite a lot of buzz in the media and automotive enthusiast circles, so it may be a good way to draw some attention toward GM’s new line of large electric vehicles.
Source: The Detroit Free Press