The automaker unveiled the Hummer pickup just 18 months after development work began, and GM says that timetable will become the standard for future EVs.

The price customers see on GMC’s website will be the price they pay, said Duncan Aldred, vice president of global Buick and GMC. All reservations available for the 2022 GMC Hummer Edition 1 were claimed within 10 minutes of Tuesday night's reveal.

The fully loaded version of the brand's first electric vehicle will sell for more than $112,000 and come with a slew of off-roading technology. Production is scheduled to start in late 2021.

The Tennessee assembly plant will become GM's third factory to build electric vehicles, starting with the Cadillac Lyriq. GM also outlined a series of other manufacturing investments totaling more than $2 billion.

The finest details, such as the tiny strokes etched in the headlights, also set the big SUV apart, Cadillac says.

Bert Ogden Auto Group permanently eliminated $150,000 in costs and saved another $400,000 through renegotiations with vendors. The group also tightened sales deadlines, urging associates to finalize deals by the middle of the month.

GM is renaming its Detroit-Hamtramck assembly plant Factory Zero, marking its commitment to an all-electric, zero-emissions lineup. The electric Hummer pickup and Cruise Origin are two in a roster of vehicles expected to be built at the plant.

U.S. District Judge Paul Borman denied General Motors' motion to revive the case in August, concluding that new evidence GM presented was "too speculative."

The ad blitz will give customers a closer look at the Hummer and allow them to reserve their vehicle, down to the trim level, for $100, said Phil Brook, vice president of GMC Marketing.

Corvette inventory already is extremely limited because most of the cars are preordered before they arrive at dealerships, GM said.

GMC's high-end Denali and AT4 lines now outsell Cadillac in the U.S., and General Motors is building on the truck brand's ability to command luxury prices by expanding its AT4 off-road package and planning two high-performance Hummer EVs.

The industry's inability to catch up on inventory shortages after losing two months of production to the pandemic shows how quickly demand has rebounded, helping to stoke optimism about the potential for a strong finish to a chaotic year.

GM's light-vehicle sales fell 9.9 percent in the third quarter, as the automaker continues to face a shortage of high-demand pickups and SUVs. But several high-volume crossovers posted significant gains.

Industry forecasters expect new-vehicle retail sales to continue recovering in the third quarter while lease volume and fleet sales remain depressed.

GM will invest $39 million at its Toledo transmission plant to upgrade production of the eight-speed rear-wheel-drive transmission and $32 million at its Defiance casting plant.