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General Motors deciding to make a new Hummer pickup is actually on-trend

Hummer H2s sit on the lot of Weil Hummer May 17, 2004 in Libertyville, Illinois.

Photo by Getty Images

General Motors's Hummer brand was ahead of its time. While originally based on a military vehicle, the brand expanded to offer a few different large, chunky, gas-guzzling SUVs before the SUV craze really started to hit. Factor in the GM bankruptcy and you have a recipe for a failed project.

But the Hummer brand itself apparently isn't dead. According to a report from the Wall Street Journal, General Motors will be resurrecting the name for an upcoming electric pickup truck. That's right, an electric pickup. In addition to the name coming back, the company is allegedly buying a spot during the Super Bowl and recruiting LeBron James to help sell it.

Chevrolet Buick GMC Rogers dealership sign A sign marks the location of a GM dealership on July 23, 2014 in Chicago, Illinois. Photo by Getty Images

Additionally, the article claims that the truck will be sold at GMC dealerships. AutomotiveMap reached out to GMC for comment, and as expected on speculative news like this, the company did not confirm nor deny the report.

General Motors CEO Mary Barra has committed to an electric vehicle (EV) future for the company's products and there have long been rumors that the first one would be a GMC pickup. This news fits into that mold.

Electric pickup trucks are coming sooner rather than later, it seems. Ford has committed to the F-150 being the platform for their EV pickup (and even have a video of a prototype towing a locomotive). Rivian – a startup with $500 million in Ford investment and equal that from Amazon – has both an electric pickup and an electric SUV coming. Another startup, Bollinger, is slated to build EV trucks and SUVs in Detroit. Tesla's CEO Elon Musk announced the Cybertruck recently.

Tesla Cybertruck Tesla recently debuted its all-electric Cybertruck.Photo courtesy of Tesla

An electric pickup truck likely won't be cheap. While we believe Ford is set to mass-market the electric F-150, the other trucks coming are likely going to have a premium price. This helps amortize out the cheaper products in the future, shifting the development cost onto buyers who aren't as price sensitive as the general buying public.

The first Hummer, the H1, was not cheap. People recognize Hummer as a premium nameplate. It makes absolute sense that an expensive EV pickup would have a premium badge, which is why the idea of it being a GMC made more sense than a Chevrolet. A Hummer sold at a GMC dealership? Jackpot.

Also, buyers are now purchasing pickups of all different prices. A new half-ton truck can quickly crest the $70,000 MSRP mark. A new heavy duty or Super Duty truck can easily pass $90,000. Buyers are no longer hesitant to shell out big money for pickups like they used to do on sedans.

Ford Super Duty Ford's Super Duty trucks can easily reach $90,000.Photo courtesy of Ford Motor Company

A Hummer pickup also lets GM continue their development of the EV technology that will eventually make its into their mass-market brands. It allows the company to charge more now and sell based on the hype of the nameplate as well as the fancy new technology. The product will attract EV fans and Hummer fans.

The real question is, "Will it look ridiculous?" Tesla's Cybertruck is the only electric pickup coming that looks significantly different from the 3-box pickup truck design we're all used to. While it's unlikely that the Hummer will be as extreme, it gives GM designers an opportunity to let loose in a way they wouldn't normally be able to. Hummers have always been ridiculous. There's no reason to change now.

Stay tuned because this segment is about to get really interesting.

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The sale of every Ford Bronco will benefit America's wilderness. Ford Motor Company is establishing the Bronco Wild Fund, a charitable effort aimed at supporting the enjoyment and preservation of America's wilderness through a variety of grants and initiatives.

The endowment of the Wild Fund will be funded by a portion of the proceeds from Bronco two-door, four-door, and Bronco Sport sales, as well as Ford licensed merchandise. Ford says that the goal is for the fund to raise up to $5 million annually.

2021 Ford Bronco four-door Many orders have already been placed for the 2021 Bronco. Photo courtesy of Ford Motor Company

As part of the announcement the company is taking first public steps today to showcase an aspect of what the fund was designed to do.

"The Bronco Wild Fund will help Bronco owners and off-road enthusiasts connect with the outdoors on a deeper, more personal level – ultimately enabling them to become responsible stewards of our nation's treasures," said Mark Grueber, Bronco brand marketing manager.

Strategic alliances will make the fund's efforts possible. The first two beneficiaries of the fund's support are the National Forest Foundation and Outward Bound USA. The National Forest Foundation, created by Congress in 1992, is the only nonprofit solely dedicated to protecting and promoting America's 193 million acres of national forests and grasslands. Ford has pledged to plant 1 million new trees by the end of 2021 in cooperation with the National Forest Foundation.

Founded in 1941, Outward Bound USA pioneered outdoor adventure learning around the world and now operates in more than 30 countries. The organization will receive funds to provide access for young people to learn and grow through outdoor experiences in some of our country's great wilderness spaces.

Outward Bound USA Outward Bound USA provides outdoor experiences for America's youth.Photo courtesy of Ford Motor Company

Ford says that future preservation initiatives will include financial support for reforestation and trail maintenance programs, forest health, fire mitigation, and restoration work.

The 2021 Ford Bronco Sport is expected to arrive at dealerships soon. The Bronco two-door and four-door will following in 2021.

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General Motors has surpassed more than 1 million Wi-Fi subscribers.

Photo courtesy of General Motors

In a world where we're constantly connected to everyone and everything, there's no escaping that vehicles have now become more than just transportation. They're nearly equal parts connected device.

In September, General Motors became the first automaker with more than 1 million subscriptions to its Wi-Fi-enabled data services provided by AT&T. They hit this milestone just six years after launching 4G LTE Wi-Fi hot spots in models across their lineup in the U.S. and Canada.

Since that time, GM has integrated the communication device into a more vital role for customers. Its connectivity currently serves as a key component of OnStarCrisis Assist, which serves GM customers impacted by disasters. Earlier this year, approximately 180,000 drivers in the U.S. and Canada enrolled in Crisis Assist to help navigate the early months of the COVID-19 pandemic.

General Motors tablet Wi-Fi New General Motors SUVs offer streaming services rather than traditional entertainment stations for rear seat passengers.Photo courtesy of General Motors

Wi-Fi connectivity plans are most popular with owners of trucks and SUVs. In the 2021 Chevrolet Tahoe and Suburban, GMC Yukon, and Cadillac Escalade, traditionanl DVD player entertainment systems have gone by the wayside in favor of streaming services. Available now in the App Store and Google Play for all U.S. unlimited data plan subscribers, the WarnerMedia RIDE app brings a unique smartphone or tablet experience with access to video content from Bleacher Report, Cartoon Network, CNN, HBO, TBS, TNT, truTV, Warner Bros. Television as well as other WarnerMedia content.

Next year, GM and AT&T plan to add HBO Max to a unique premium bundle of streaming content to complement the WarnerMedia RIDE and in-vehicle Wi-Fi offering.

"Being a leader in connected vehicles means constant innovation, listening to customers, and taking an inclusive approach by partnering with others who bring great entertainment and customer experiences into our vehicles," said Santiago Chamorro, GM vice president of Global Connected Services. "One million data subscribers is much more than just a number. It represents countless road trips where kids aren't asking, 'Are we there yet,' and people using their vehicles as classrooms and home offices just to make life a bit smoother. We're motivated to empower even more people moving forward."

"Connectivity is at the heart of today's driving experience," said Joe Mosele, vice president, AT&T Global Business Solutions. "We are incredibly excited to bring a fast and reliable Wi-Fi experience to millions of GM customers combined with some of WarnerMedia's most iconic brands and content libraries for more entertainment on the go."

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