Perhaps one of the most polarizing automotive brands ever, General Motors’ Hummer brand met a swift death in 2010 after its gas-guzzling image and parent company’s bankruptcy left it no other choice. However a new report suggests GM may be contemplating the brand’s return.
Instead of returning with a portfolio of gas-guzzlers, Bloomberg reports GM is mulling the idea of reviving the brand with a lineup of electric SUVs and trucks. Given the extreme popularity of utility vehicles and trucks, the idea of reviving the nameplate isn’t too far-fetched. In fact, GM probably looks to Jeep’s success and regrets Hummer had to die.
GM is also working on an entire lineup of battery-electric vehicles, nearly all of which will based on the company’s BEV3 architecture. The architecture is said to be capable of underpinning everything from small cars to pickup trucks and scaling said architecture will be key to GM’s ongoing profitability. Hummer could add additional scale on the high-end of the consumer pricing spectrum.
However, there would be extensive costs with a Hummer revival. GM would have to reestablish the brand with marketing and create a network of dealerships, neither of which would be easy or cheap. In an era in which GM is shedding every cost it can, it seems unlikely the company would spend a small fortune to have another brand.
It’s also unclear if the Hummer nameplate still has enough positive recognition to justify its revival. Towards the end of its life, Hummer vehicles became targets of environmentalists and an overall symbol of General Motors’ demise to bankruptcy.