In one of the most unlikely turnarounds in automotive history, General Motors could resurrect the Hummer name — long associated with gas-guzzling SUVs — for a new electric vehicle. Following multiple rumors of an electric Hummer, The Wall Street Journal reported that GM has signed NBA star LeBron James to star in a Super Bowl commercial for the new electric vehicle. The report claims the electric Hummer will go on sale in 2022, but GM hasn’t made any public comments on it.
The report, which cited anonymous sources familiar with the matter, also said the electric Hummer will be sold under the GMC brand, instead of a stand-alone brand as before. GMC currently sells fancier versions of Chevrolet pickup trucks and SUVs. While GMC has made some efforts to distinguish itself from Chevy (including offering a carbon fiber truck bed), it still lacks a strong identity. A “GMC Hummer” could make the brand more distinctive, although it could also confuse customers used to thinking of Hummer as a stand-alone brand.
Hummer started out building civilian versions of the military High Mobile Multi-Purpose Wheeled Vehicle (HMMWV). The name comes from soldiers’ pronunciation of the acronym HMMWV as “Humvee.” A favorite of Arnold Schwarzenegger, the original, military-derived Hummer — known as the H1 — was joined by two more models — t