Hummer is rising from its ashes, this time as a brand focused on electric mobility

Hummer is one of those brands we associate with large vehicles with powerful engines designed to tackle truly demanding terrain. For that reason it is one of the most recognisable military vehicles in the world and one of the choices of certain artists who travel in a very flamboyant way. But a few years ago the brand vanished and we have not heard much from it since. Yet in 2021 it promises to return, though with significant changes.

To begin with, Hummer will no longer be an independent brand, as it will sit under the GM banner. The likely name for the brand’s return is ‘Hummer by GM‘. This will allow the group to avoid reactivating a dealer network and to fold them into the general brand network. But this will not be the only change: Hummer will focus on electric mobility.

The first Hummer to enter production will be a pick-up similar to those offered by Jeep. A functional off-road vehicle built for fieldwork that allows drivers to venture into the most rugged and difficult terrain. One year after this model launches, a high-performance vehicle would follow.

A second model would be followed by an SUV, which would retain the brand’s essence in terms of an image of robustness and durability. All of this will be announced shortly, as one of GM’s first planned actions is to air an advert during the Super Bowl. It is one of the most important televised sporting events in the world and will serve as a launch pad for the new Hummer range.

The advert will reportedly star LeBron James and will help build anticipation, while development of the first model of the revived brand is expected to be ready by the end of this year, with production starting in 2021. The price of this first electric Hummer of the new era is expected to be around 90,000 dollars, although it is still early to discuss this, since no specifications for the new Hummer have been revealed.