Could Hummer return as an EV? Here's why the General Motors brass is thinking about it
Skip to main content
Sister Publication Links
  • Automotive News Canada
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
AN-LOGO-BLUE
Subscribe
  • Subscribe
  • Account
  • login
  • HOME
  • NEWS
    • Dealers
    • Automakers & Suppliers
    • News by Brand
    • Cars & Concepts
    • Coronavirus Coverage
    • China
    • Shift
    • Mobility Report
    • Special Reports
    • Digital Edition Archive
    • This Week's Issue
    • GHSP
      Mich. supplier showcases technologies to fight distraction, virus
      Shoppers to choose how they use digital retail
      Ford's ‘Finish Strong' ad sets right tone for '21
      EcoMotion’s Orlie Gruper says the 2020 event was quickly shifted to an all-virtual format.
      High-profile events opt for virtual route
    • Hyundai Motor Group sets first overseas fuel cell plant in China
      Inside Huawei's push to develop smart roads that talk to driverless cars
      Vehicle production line at GAC-Honda, Honda's joint venture with GAC Motor Co.
      Honda books sales growth in 2020; Nissan slips
      Mercedes-Benz China
      Mercedes, Audi, BMW post record high deliveries for 2020
    • Detroit Aerial Panorama during sunset
      Developing future workers to fuel growth in mobility
      Getting around in Las Vegas often involves long waits for a crowded monorail ride, below, or taking escalators up and down to cross elevated pedestrian walkways along the Strip.
      Las Vegas offers best and worst in transportation challenges
      In pandemic environment, RV industry ‘roaring back'
      Where is transportation headed?
    • Revel
      The moped-sharing startup with thousands of EVs and hundreds of collisions
      ELMS_Headquarters_i.jpg
      EV maker Electric Last Mile to move HQ in suburban Detroit
      Uber logo on a car window
      Uber appeals $59M Calif. fine over sexual assault data request
      Michigan cops go electric with new Mustang Mach-E
    • Elon Musk interview
      Tesla’s Model Y, on sale since March, is a showcase of EV technologies competitors will benchmark.
      Technologies of Electrification
      Cadillac’s Lyriq EV will be unveiled Aug. 6.
      Future Product Pipeline
      A CALL TO ACTION
    • Hot topics at virtual CES: AVs, air taxis and drones
      CarMax sees longer return policy as its next trend
      Japanese version of the Mazda MX-30
      Coming to the U.S.: Mazda EV with rotary backup
      Stronger bottom lines despite 2020 sales dive
    • Access F&I
    • Fixed Ops Journal
    • Marketing
    • Used Cars
    • Retail Technology
    • Sales
    • Best Practices
    • Dealership Buy/Sell
    • NADA
    • NADA Show
    • Automakers
    • Manufacturing
    • Suppliers
    • Regulations & Safety
    • Executives
    • Talk From The Top
    • Leading Women Network
    • Guide to Economic Development
    • PACE Awards
    • Management Briefing Seminars
    • World Congress
    • Aston Martin
    • BMW
      • Mini
      • Rolls-Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Fiat Chrysler
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Ferrari
      • Fiat
      • Jeep
      • Maserati
      • Ram
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
      • Holden
    • Honda
      • Acura
    • Hyundai
      • Genesis
      • Kia
    • Mazda
    • McLaren
    • Mitsubishi
    • Nissan
      • Infiniti
    • PSA
      • Citroen
      • Opel
      • Peugeot
    • Renault
    • Subaru
    • Suzuki
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
      • Seat
      • Skoda
    • Volvo
    • (Discontinued Brands)
    • Virtual reveals (Sponsored)
      • GENESIS: 2021 GV80
      • KIA: 2021 K5
      • LEXUS: 2021 IS
      • NISSAN: 2021 Rogue
      • TOYOTA: 2021 Venza and 2021 Sienna
    • Auto Shows
      • Detroit Auto Show
      • New York Auto Show
      • Los Angeles Auto Show
      • Chicago Auto Show
      • Geneva Auto Show
      • Paris Auto Show
      • Frankfurt Auto Show
      • Toronto Auto Show
      • Tokyo Auto Show
      • Shanghai Auto Show
      • Beijing Auto Show
    • Future Product Pipeline
    • Photo Galleries
    • Car Cutaways
    • Design
  • OPINION
    • Blogs
    • Cartoons
    • Keith Crain
    • Automotive Views with Jason Stein
    • Columnists
    • China Commentary
    • Editorials
    • Letters to the Editor
    • Send us a Letter
    • Nikon turns lens on auto factory, build quality
      Bosch_information_domain_computer web.jpg
      Bosch, Continental battle to supply the brain of the connected car
      A victory lap for Detroit car design
      Stellantis_logo_blue_background web.jpg
      In 'merger of equals,' PSA is buying FCA, Stellantis prospectus says
    • view gallery
      1 photos
      The Bridge
      view gallery
      12 photos
      Leo Michael's best of 2020
      view gallery
      1 photos
      UAW Deal
      view gallery
      1 photos
      Exit Voluntarily
    • Shifting gears away from the stick shift
      SEMA still a wonderful circus
      Penske still has plenty of races to win
      Ford's turn in the hot seat
    • January 12, 2021 | Automotive industry shined in 2020
      December 8, 2020 | In a year that lacked luster, All-Stars showed how to shine
      November 24, 2020 | Female talent in automotive is expanding
      November 17, 2020 | Automakers are getting creative with vehicle reveals
    • Daron Gifford
      Biden era holds big promise for future of electric vehicles
      A show we love to hate ... but hate to miss
      Dave Versical
      Female CMO is new norm
      Magna car output web.jpg
      Who will build the Apple car?
    • Is sales recovery nearing an end?
      Beijing's uphill battle to boost EV sales
      Nasdaq-like Star Board poised to become key finance platform
      Virus outbreak upends ranks of EV startups
    • Ford's ‘Finish Strong' ad sets right tone for '21
      UAW settlement brings justice, voting rights
      Dealers should be treated as partners in EVs
      Bergstrom Chevrolet-Buick-GMC-Cadillac of Oshkosh donates a new truck to Habitat for Humanity.
      Commitment to safety begets lasting loyalty
    • Is banning ICEs in our best interests?
      GM should share EV risk with dealers
      Ready to buy Mirai, but where to fuel?
      From Toyota store to hydrogen highway
  • DATA CENTER
  • VIDEO
    • AutoNews Now
    • First Shift
    • Special Video Reports
    • Weekend Drive
    • AutoNews Now: Stellantis may reconsider Peugeot's U.S. return
      AutoNews Now: Toyota to pay $180M in U.S. emissions settlement
      AutoNews Now: NTSB to automakers: Improve EV emergency response guides
      AutoNews Now: Cadillac's electric Celestiq teased at CES
    • First Shift: GM said to be considering electric Corvette crossover
      First Shift: Subaru to slow output due to microchip shortage
      First Shift: Trump administration delays increased fuel-efficiency fines
      First Shift: Ford, NADA rethink political donations in wake of Capitol siege
    • N.J. dealer helps position peers for ‘electric revolution’
      DCH Millburn Audi
      'Finding the diamond in the rough': How 2020's No. 1 dealership retains talent
      Don Johnson Motors
      'Distinctive culture' cuts turnover, carves career paths at Wis. dealership group
      Why 2020 could be a record year for buy-sells
    • Why the pickup is the auto industry's 'battleground'
      Carlos Ghosn's quest to restore his reputation
      Why Ford must execute to avoid 'deep trouble'
      Why Honda is 'locked and loaded' for 2020
  • EVENTS & AWARDS
    • Events
    • Awards
    • Congress Conversations
    • Retail Forum: NADA
    • Canada Congress
    • Europe Congress Conversations
    • Leading Women Conference
    • Fixed Ops Journal Forum
    • ANE Shift
    • Shift: Mobility at a Crossroads
    • Shift: The Future of Mobility (CES)
    • 100 Leading Women
    • 40 Under 40 Retail
    • All-Stars
    • Best Dealerships To Work For
    • PACE Program
    • Rising Stars
    • Europe Rising Stars
  • JOBS
  • AN Solutions
  • +MORE
    • Leading Women Network
    • Podcasts
    • Webinars
    • In the Driver's Seat
    • Publishing Partners
    • Classifieds
    • Companies on the Move
    • People on the Move
    • Newsletters
    • Contact Us
    • Media Kit
    • RSS Feeds
    • Shift: A Podcast About Mobility
    • Special Reports Podcasts
    • Daily Drive Podcasts
    • AAM
    • Gentex
    • Reputation.com
    • Ricardo
    • Ricardo
    • Allstate: Want more from your F&I?
    • Ally: Navigating the future of automotive retailing
    • Amazon Web Services: Any place, any time, any channel
    • Amazon Web Services: The power of the cloud
    • Amazon Web Services: Universal translator: Harnessing sensor data to build better automotive software
    • Epic Games: Transforming the auto industry with digital assets
    • FTI Consulting: Crisis as a catalyst for change
    • Google: 5 trends shaping the auto industry's approach to a new normal
    • IHS Markit: Automotive loyalty in the wake of the COVID-19 recession
    • IHS Markit: Autonomous vehicles: Automotive and transportation disruption
    • IHS Markit: COVID-19: The future mobility delusion
    • IHS Markit: The battery electric vehicle (BEV)
    • Level5: 2020 Automotive E-Commerce Report
    • Naked Lime: Bring social reputation together as part of big-picture marketing
    • Wells Fargo Auto: Switching gears from LIBOR to SOFR
    • Ally: Do It Right
    • DealerSocket
    • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
    • Facebook: The road to a zero-friction future
    • Guide To Economic Development
    • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
MENU
Breadcrumb
  1. Home
  2. Future Product
June 17, 2019 08:47 AM

GM ponders an electric Hummer

DAVID WELCH
Bloomberg
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Hummer
    BLOOMBERG

    Demand for Hummer vehicles peaked in 2006 with U.S. sales of 71,524 vehicles, but fewer than 4,000 were sold by 2010, according to the Automotive News Data Center.

    DETROIT -- A zero-emission Hummer sounds as paradoxical as non-alcoholic whiskey, but General Motors is mulling over the idea of building an electric vehicle that would bring the defunct gas-guzzling brand back to life.

    For now, it’s just an idea GM is considering as it plans which vehicles will be included in a fleet of electrified SUVs and trucks, say people familiar with the matter. The Hummer name has surfaced as way to tap growing demand for rugged SUVs with off-road capabilities, while avoiding the gasoline-burning image that made the brand something of a pariah a decade ago, said the people, who asked not to be named because the conversations are private.

    Electric Hummer chatter comes as GM is looking to transform itself from a conventional, gas-powered-vehicle maker into what CEO Mary Barra calls an “all-electric future.” Hummer is one of many options GM is exploring as it races to develop the next generation of battery-powered vehicles. Several other car companies also are rushing to produce commercially viable electric-powered models.

    When asked about it, GM President Mark Reuss was unconvinced.

    “I love Hummer,” Reuss said on the sidelines of a press conference on June 12. “I’m not sure. We’re looking at everything.”

    Building an electric Hummer may never come to pass, but without electrification, GM would have a tough time selling a traditional Hummer in an era when emissions rules have become much stricter than in the brand’s heyday.

    BEV3 project

    GM is currently working on two major battery-electric vehicle programs. The first is its BEV3 project, which will develop passenger cars, crossover SUVs and a variety of other small and mid-sized models. That’s part of the automaker’s pledge to put 20 EVs on the road globally by 2023. The second program would make electric pickups and other full-size vehicles, some of which can go off-road.

    In its family of brands, GM has large SUVs -- such as the Chevrolet Suburban and Cadillac Escalade -- as well as hulking GMC vehicles including the Sierra truck and Yukon SUV. GMC also has Denali-labeled models that denote luxury and an AT4 brand for off-road capable trucks. Any of those potentially could be offered with electric powertrains, Reuss said.

    “It’s massive. There might be places where we go first that are not just heavy-duty work trucks but more style and capability for off-road,” he said. “There are lots of things that are very attractive.”

    BLOOMBERG/Aotomotive News Data Center

    GM kept Hummer after its 2009 bankruptcy but halted sales in 2010. Back then, the 10-miles-per-gallon Hummer H2 made the brand a symbol of automaker indifference to global warming. The vehicle was so heavy its weight placed it beyond the reach of federal government rules for fuel-economy tests, further enraging environmentalists. Hummer’s death knell came when oil soared past $100 a barrel, spiking gas prices and sinking sales.

    GM bought the brand in 1998, six years after AM General debuted it as a civilian version of the armored Humvee military vehicle made famous for its role in the Gulf War. Actor and former California Gov. Arnold Schwarzenegger was an early and very public advocate for the brand and its first model, which later became known as the H1. GM sales started with the H2 model in 2002, a $60,000 SUV made using some parts from Chevy pickups and SUVs. It was a smash hit among buyers looking for brawn and bling, prompting the Detroit automaker to follow up with the mid-sized H3 SUV and H3T pickup truck.

    Demand for Hummer vehicles peaked in 2006 with U.S. sales of 71,524 vehicles, but fewer than 4,000 were sold by 2010, according to the Automotive News Data Center.

    Watching Jeep

    Over the past few years, GM has been watching the growth of Jeep, the crown jewel and moneymaker of Fiat Chrysler Automobiles, and wondering if Hummer might win a piece of that market, said the people familiar with the brand discussions.

    GM sees an opportunity to compete with Jeep for off-road vehicles that have creature comforts commanding high premiums, two of the people said. The company’s designers have done work with Hummer concepts and have experimented with Hummer styling cues on future GMC brand models.

    Even if GM goes through with a plan to make an electric Hummer, it would be years away. GM’s planned electric-truck project is well underway, but those models aren’t expected to launch until after the debut of the BEV3 architecture for smaller vehicles. Cadillac or one of the higher-volume brands would probably get some of the first models on the larger electric-truck-based platform.

    Earlier this year, GM was negotiating to form a joint venture with Rivian Automotive Inc., a startup electric-truck maker based outside Detroit. When the deal fell apart, GM accelerated development of its own battery-powered pickup and SUV program.

    It’s not alone in thinking there’s latent demand for large and luxury-market vehicles. When the GM deal died, Ford Motor Co. invested $500 million in Rivian with plans to build an electric pickup. And Jaguar Land Rover Holdings., which has a strong presence in large and luxury SUVs, will sell a plug-in hybrid version of the Range Rover this summer. The Indian-owned, British brand also has joined forces with BMW AG to work on electric drive.

    At its annual meeting on June 11, Tesla Inc. CEO Elon Musk said he is pushing hard to get an electric pickup truck that is capable of work duties but drives like a Porsche. He plans to show the vehicle this summer.

    Should GM decide to move forward with Hummer, it would need to rebuild the brand’s marketing and retail strategy. The automaker could sell Hummers in Cadillac or Buick-GMC dealerships -- for example in a small, brand-dedicated showroom. Previously GM gave specific franchises to separate Hummer dealers, who were disgruntled when sales ended. That alone could be a hurdle for greenlighting a resuscitated Hummer brand, one of the people said.

    Whatever happens, GM won’t be the first to think of an electric Hummer. Schwarzenegger worked with Kriesel Electric to put a battery and EV motor in his own H1 two years ago -- pioneering a zero-emission version of a vehicle that once went by the tagline “Like Nothing Else.”

    RECOMMENDED FOR YOU
    Ford compact pickup previewed in leaked image
    Letter
    to the
    Editor

     

     

    Send us a letter

    Have an opinion about this story? Click here to submit a Letter to the Editor, and we may publish it in print.

    Recommended for You
    Ford compact pickup previewed in leaked image
    Ford compact pickup previewed in leaked image
    GM launches commercial EV brand, with FedEx as first customer
    GM launches commercial EV brand, with FedEx as first customer
    FCA-PSA brands: Jeep, Peugeot likely to shine; Chrysler, Alfa Romeo face uncertain futures
    FCA-PSA brands: Jeep, Peugeot likely to shine; Chrysler, Alfa Romeo face uncertain futures
    Being face-to-face when not in the same place
    Sponsored Content: Being face-to-face when not in the same place
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    See more newsletter options at autonews.com/newsletters.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Digital Edition
    Automotive News 1-11-2021
    THIS WEEK'S EDITION
    See our archive
    Fixed Ops Journal
    Fixed Ops Journal 12-14-20
    Read the issue
    See our archive
    CARS & CONCEPTS NEWSLETTER: Sign up for a Tuesday afternoon newsletter roundup of products, concepts and auto show news, including photo galleries, blogs and links to car reviews.
    DAILY NEWSLETTER: Sign up to get the top stories of the day in your inbox every business weekday afternoon.
    Get Free Newsletters

    Sign up and get the best of Automotive News delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    Subscribe Today

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    Subscribe Now
    Connect With Us
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter

    Our mission

    The Automotive News mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in North America.

    AN-LOGO-BLUE
    Contact Us

    1155 Gratiot Avenue
    Detroit, Michigan
    48207-2997

    (877) 812-1584

    Email us

    Automotive News
    ISSN 0005-1551 (print)
    ISSN 1557-7686 (online)

    Fixed Ops Journal
    ISSN 2576-1064 (print)
    ISSN 2576-1072 (online)

    Resources
    • About us
    • Contact Us
    • Media Kit
    • Subscribe
    • Manage your account
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • NEWS
      • Dealers
        • Access F&I
        • Fixed Ops Journal
        • Marketing
        • Used Cars
        • Retail Technology
        • Sales
        • Best Practices
        • Dealership Buy/Sell
        • NADA
        • NADA Show
      • Automakers & Suppliers
        • Automakers
        • Manufacturing
        • Suppliers
        • Regulations & Safety
        • Executives
        • Talk From The Top
        • Leading Women Network
        • Guide to Economic Development
        • PACE Awards
        • Management Briefing Seminars
        • World Congress
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls-Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Fiat Chrysler
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Ferrari
          • Fiat
          • Jeep
          • Maserati
          • Ram
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
          • Holden
        • Honda
          • Acura
        • Hyundai
          • Genesis
          • Kia
        • Mazda
        • McLaren
        • Mitsubishi
        • Nissan
          • Infiniti
        • PSA
          • Citroen
          • Opel
          • Peugeot
        • Renault
        • Subaru
        • Suzuki
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
          • Seat
          • Skoda
        • Volvo
        • (Discontinued Brands)
      • Cars & Concepts
        • Virtual reveals (Sponsored)
          • GENESIS: 2021 GV80
          • KIA: 2021 K5
          • LEXUS: 2021 IS
          • NISSAN: 2021 Rogue
          • TOYOTA: 2021 Venza and 2021 Sienna
        • Auto Shows
          • Detroit Auto Show
          • New York Auto Show
          • Los Angeles Auto Show
          • Chicago Auto Show
          • Geneva Auto Show
          • Paris Auto Show
          • Frankfurt Auto Show
          • Toronto Auto Show
          • Tokyo Auto Show
          • Shanghai Auto Show
          • Beijing Auto Show
        • Future Product Pipeline
        • Photo Galleries
        • Car Cutaways
        • Design
      • Coronavirus Coverage
      • China
      • Shift
      • Mobility Report
      • Special Reports
      • Digital Edition Archive
      • This Week's Issue
    • OPINION
      • Blogs
      • Cartoons
      • Keith Crain
      • Automotive Views with Jason Stein
      • Columnists
      • China Commentary
      • Editorials
      • Letters to the Editor
      • Send us a Letter
    • DATA CENTER
    • VIDEO
      • AutoNews Now
      • First Shift
      • Special Video Reports
      • Weekend Drive
    • EVENTS & AWARDS
      • Events
        • Congress Conversations
        • Retail Forum: NADA
        • Canada Congress
        • Europe Congress Conversations
        • Leading Women Conference
        • Fixed Ops Journal Forum
        • ANE Shift
        • Shift: Mobility at a Crossroads
        • Shift: The Future of Mobility (CES)
      • Awards
        • 100 Leading Women
        • 40 Under 40 Retail
        • All-Stars
        • Best Dealerships To Work For
        • PACE Program
        • Rising Stars
        • Europe Rising Stars
    • JOBS
    • AN Solutions
    • +MORE
      • Leading Women Network
      • Podcasts
        • Shift: A Podcast About Mobility
        • Special Reports Podcasts
        • Daily Drive Podcasts
      • Webinars
      • In the Driver's Seat
        • AAM
        • Gentex
        • Reputation.com
        • Ricardo
        • Ricardo
      • Publishing Partners
        • Allstate: Want more from your F&I?
        • Ally: Navigating the future of automotive retailing
        • Amazon Web Services: Any place, any time, any channel
        • Amazon Web Services: The power of the cloud
        • Amazon Web Services: Universal translator: Harnessing sensor data to build better automotive software
        • Epic Games: Transforming the auto industry with digital assets
        • FTI Consulting: Crisis as a catalyst for change
        • Google: 5 trends shaping the auto industry's approach to a new normal
        • IHS Markit: Automotive loyalty in the wake of the COVID-19 recession
        • IHS Markit: Autonomous vehicles: Automotive and transportation disruption
        • IHS Markit: COVID-19: The future mobility delusion
        • IHS Markit: The battery electric vehicle (BEV)
        • Level5: 2020 Automotive E-Commerce Report
        • Naked Lime: Bring social reputation together as part of big-picture marketing
        • Wells Fargo Auto: Switching gears from LIBOR to SOFR
        • Ally: Do It Right
        • DealerSocket
        • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
        • Facebook: The road to a zero-friction future
        • Guide To Economic Development
        • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
      • Classifieds
      • Companies on the Move
      • People on the Move
      • Newsletters
      • Contact Us
      • Media Kit
      • RSS Feeds