General Motors Co is moving forward with plans to revive its polarising Hummer brand, this time as an electric truck instead of an emblem of gasoline consumption, according to people familiar with the matter.
The Detroit automaker plans to debut a pickup around 2022 with boxy styling cues reminiscent of the Hummers of yore, one of the people said. GM is considering selling the battery-powered truck in existing dealerships under the marketing name “Hummer by GMC,” the people said.
If the company follows through with that plan, it would address the two biggest problems that doomed Hummer 10 years ago: its gas-guzzling image and its costly network of stand-alone showrooms. GMC is a division of GM that sells SUVs, trucks and vans.
“GM’s move is interesting because there could be a huge cohort of people that will now grow up associating GMC with being environmentally friendly,” said George Augustaitis of CarGurus.com.