In case you missed the memo, General Motors is bringing back Hummer as a new all-electric pickup truck. The new EV will be sold as a GMC vehicle, and positioned as a premium, low-volume off-roader. Now that the new GMC Hummer EV is officially official, we were wondering: how do you feel about the GMC Hummer co-brand?
The Hummer brand was first marketed in the early ‘90s following AM General’s move to sell a civilian version of the Humvee military vehicle. General Motors bought the brand from AM General in 1998, selling three different vehicles with it, including the H1, H2, and H3.
The Hummer brand hit the skids in 2010, but is now poised to make a return as the GMC Hummer EV. While the move from gas-guzzler to battery power might seem like a dramatic about-face, rest assured the new GMC Hummer won’t be some eco-friendly commuter vehicle.
As we were the first to report, the new Hummer will throw down upwards of 1,000 horsepower and will hit 60 mph in three seconds. General Motors also claims that torque ratings will hit at 11,500 pound-feet, but, as we covered previously, that number is likely a bit misleading. Rather, the “actual” torque rating is probably a still-not-unsubstantial 1,100 to 1,400 pound-feet of torque.
As for the GMC Hummer co-brand mashup, the new EV pickup will be offered in one of two ways. Either Hummer will become a new GMC sub-brand similar to Denali, or it will be a standard GMC model, like the Terrain or Yukon.
A Hummer H2 grille and logo
Back in October, prior to confirmation of the upcoming GMC Hummer, we asked our readers if GM should reintroduce Hummer as an all-electric brand. The vast majority voted in the affirmative. Now that the GMC Hummer is official, we want to know: how do you feel about the GMC Hummer co-brand? Is it a good fit, or not so much? Let us know in the by voting in the poll below, and post your opinions in the comments. And don’t forget to subscribe to GM Authority for more GMC Hummer news, Hummer news, GMC news, and around-the-clock GM news coverage.
Comments
Well there was little choice here.
#1 GM could not make Hummer a brand again with out opening up possible legal action from closed franchised dealers. That according to GM.
#2 they regretted making it a brand in the first place as it made it more expensive and difficult to deal with. This was according to Lutz in his book. He said not making it part of GMC was a big mistake on his part.
You will see it as a dub brand in GMC. Expect other variations to come if the first sells well. A SUV and maybe a HX model?
It fits the moment. Moto Razr is the cool phone, Hummer is the cool car.
I think it’s a super smart move. This will bolster GMC sales and give the Hummer lovers something they can bite into and run with. Maybe it won’t give them the true Hummer feel, but it’s a move that I think is good.
It should be under the GMC for the time being until everything is stable before making it a brand again. Once the sales numbers are stable, then plan for that for the future. My hope is that Hummer should last for more than a century like Chevy, GMC, and Cadillac(118 years), if only.
As a former owner of an H2 it would be good, the new Hummer would keep nice features from the old one like an awesome style, the power, and the smoothness of the ride. On the other side, in relation to the not so good features, I think range would be a concern, at least for a consumer like me. I just hope the range will be better than the equivalent to 8-10 mpg the old H2 used to make at 40 mph on high test gas and nice tire pressure.
One concern I have is based on the previous artist’s Photoshop 3/4 view rendering of the truck. I really hope it doesn’t share the same windshield with the other GM trucks. I feel a more upright windshield, like was featured on the originals, is crucial to maintaining the proper proportions to convey a sense of authentic Hummer DNA.
I can’t source this for you, because I can’t remember where I read it, but someone close to the project apparently said that there was an extensive effort made to make the Hummer design cues obvious and strong. The person said you will have no issue identifying this as a Hummer. Can’t speak directly to the windshield, but at face value…I’d bet heavily on there being upright glass very different from the windshields in other GM trucks.
Also, this person said that the hummer will be BIG. Not “bloated and immense” big like the H2, but big in a more modern, clean sense. LeBron said the same in his behind the scenes video on GMC’s youtube page.
I think besides Cruise automation, the revival of Hummer is siphoning off resources that could’ve been used to nurse the other brands to health.
The CT6 is dead, along with the Blackwing engine. How is Cadillac supposed to be profitable and aspirational with a half-lineup of two small to midsize sports sedans, the Escalade, and Chevy/GMC CUVs being passed off as Cadillacs forming the meat and potatoes?
What about Buick, now a CUV lineup without traditional sedans or white-space vehicles, is in danger of cannibalizing GMC?
As I’ve said before, the mismanagement of Cadillac caused serious problems with how the rest of GM is ran.
GM acts like they don’t have the money to properly manage Cadillac, yet we see them blowing money on Hummer and, even worse, Cruise Automation.
Totally disagree. The mindset of “well if we just throw more money into X or Y, we’ll increase profitability and success” is a terrible one imo. The reason that you aren’t seeing GM investing more into Cadillac and Buick sedans is because they simply won’t make a profit. Period. The time to win over Toyota and Honda sedan owners is long gone. Sales would continue to slide, this is a truck and SUV market. I love sedans, but GM is putting money where the profits are.
In the case of the CT6, I have no defense. That was already refreshed and ready to go. Apparently, 8,000 sales/year isn’t enough to justifying production. Sad.
Conversely, the Hummer EV presents a HUGE opportunity for GM. Whether the EV revolution SHOULD be coming or not (i.e. are we being forced? Or are we freely choosing? Sure seems like we’re being forced…) is irrelevant here; the fact is, it IS coming. And the hottest vehicles on the road now are trucks and SUVs. Capitalizing on the Hummer name recognition and rugged, upscale heritage is a genius way to attack this reality. You’re never revolutionizing or conquering sedans again…but electric trucks and SUVs? You have a LEGITIMATE shot if you’re GM.
Also, though it pains me to say it, Cadillac is stagnant. Any growth they have from here on out will always be minimal, never substantial. The new CUVs are definitely helping, but only marginally. The brand image is just too tarnished after 40 years of average, and they have no real identity. Throwing money at them is foolhardy.
Personally I think it sounds better as a sort of model instead of a brand. GMC Hummer isn’t a bad name for a vehicle in my opinion.
Why not DENAL E
The reality is it always was a General Motors Corporation Hummer. Hummer as a standalone name was just marketing. Ever since GMCorp permanently closed down it’s motor divisions in the late 70’s/early 80’s, literally everything has just been General Motors/GMC. The brand names they have now are just that, brand names for marketing purposes only.
Cadillac,Buick & Chevrolet aren’t real companies or even motor divisions anymore. Hummer never was.
66% excited about the Hummer is way higher than I thought. I’m glad lots of old Hummer owners are hopping on board, despite how badly (and honestly wrongly) they were/are mocked for liking Hummers, the fact remains that their approval will be pivotal in the success of the Hummer EV, and EV trucks in general.
GM knows it owns the BOF SUV segment. An EV hummer just expands their capabilities. I’d like to see the Denali lineup eventually go EV.
bring back pontiac not hummer
I’M NOT AN ELECTRIC FAN…WOULD PREFER A DIESEL OR A BIG THUMPIN’ GAS BUT ELECTRIC APPEARS TO BE THE FUTURE. i THINK COMBINING W GMC IS FINE BECAUSE IT’S TOO LOW-VOLUME TO BE A STANDALONE
The interesting thing we may find here is the Hummer May make use of some transmission.
I was reading about the next move by automakers to add transmissions to multiply torque and increase ranges.
Think a pout this you get on a freeway and go into overdrive and run the motors at half speed to increase range.
Or you gear it so increases the torque to ungodly numbers say like 11k ft lbs.
I believe this is why we are seeing higher range numbers and higher torque numbers from the coming trucks.
While cars work fine with direct drive gearing can increase advantages of efficiency,