General Motors has taken a step toward reactivating the Hummer.com domain name as the Hummer EV pickup truck and SUV get closer to going on sale.
The Hummer.com website never fully went away. As of six months ago, it was still showing the typical Owner Assistance splash page first published when the Hummer brand was discontinued by GM during its bankruptcy proceedings over a decade ago. But now, the domain redirects to the Hummer EV section of GMC.com. The change was first noticed by HummerNation.com.
GMC is the new “parent brand” of Hummer, which was a standalone brand within GM from the time of its acquisition from AM General in December 1999 and its discontinuation in June 2009. The change in status of Hummer.com could suggest that Hummer might once more be treated as a brand in its own right, despite the current connection with GMC.
The last time Hummer was seen in this way, it had toned down its product line considerably. The H3, though a monster in some contexts, was more petite than the H2, which was itself smaller than the H1, the civilian version of the military Humvee. At that time, Hummer was not known for its environmental friendliness. The “greenest” engine ever fitted to any model was the 3.5L I5 L52, aka the Vortec 3500.
Back then, the idea of an electric Hummer would have seemed ridiculous, but today there seems no chance we will ever see a new Hummer that isn’t electric. The Edition 1 pickup, which received 10,000 pre-orders within ten minutes, will go into production in late 2021 and will start at an MSRP of $112,595. More affordable versions, priced between $79,995 and $99,995, will gradually be rolled out between the fall of 2022 and the spring of 2024.
The Hummer EV pickup will be joined by the Hummer EV SUV, which is expected to be unveiled in February of 2021. It’s due to launch in the fall of 2022. Like the pickup, it will be based on the GM BT1 platform and will be built at the former GM Detroit-Hamtramck facility, now renamed to GM Factory ZERO, which will manufacture nothing but electric vehicles. No future ICE Hummer has been suggested, and one is not planned, at least as of this writing.