GM is considering selling the hulking GMC Hummer EV in Europe, according to a recent report from Bloomberg.
The American automaker is mulling over offering its new Hummer EV in Europe as it ponders re-entering the market with its latest battery-electric models, which would not be subject to the same strict EU emissions regulations as its gasoline and diesel passenger vehicles.
GM pulled out of the European market in 2017 after it offloaded its Opel and Vauxhall brands to Peugeot owner Groupe PSA for $2.2 billion. Company CEO and chair Mary Barra said earlier this year the company had “no seller’s remorse,” after getting rid of that ICE vehicle business and is “looking at the growth opportunity,” of re-entering Europe “as an all-EV player.”
The automaker signalled its intention to re-enter the European market last year when it appointed former Cadillac North America sales VP Mahmoud Samara as the President and Managing Director of GM Europe. GM Senior Vice President and President GM International Steve Kiefer said at the time that Samara would “lead the transformation,” of the automaker’s European operations.
“[Samara’s] mission is to transform our current operations into a non-traditional mobility start-up in the region, identifying entrepreneurial opportunities to commercialize our global growth strategy investments in Europe,” Kiefer said. “We will make very deliberate decisions about where and how we compete in Europe.”
Samara indicated at the time GM was interested in selling future electric and autonomous vehicles in Europe and offering certain software-as-a-service products there, as well.
“Europe is the second largest and fastest growing electric vehicle market in the world, presenting a significant opportunity as GM is about to roll out its comprehensive and cutting-edge EV and AV portfolio along with new and innovative software, autonomous technology and freight and logistics services,” Samara said.
In addition to the Hummer EV, battery-electric GM crossover models like the 2023 Cadillac Lyriq and 2024 Chevy Equinox EV could potentially be competitive offerings in Europe, rivalling other mass-market and luxury electric crossover models like the Mercedes-Benz EQC and VW ID.4. GM is also working on a series of smaller, affordable EVs with its technology-sharing partner Honda, which may be appropriate vehicles for the European market, as well.