The Wall Street Journal first broke the news yesterday with GM moving forward on plans to bring Hummer back that was first reported back in June. The report also said that the company would tout the return with a Super Bowl ad featuring NBA star LeBron James. GM declined to comment.
The decision is likely due to the planned $3 billion investment for the Detroit-Hamtramck plant that we reported back in October. The investment is to gear up the plant to build an electric pickup for GMC and an electric Cadillac SUV by 2023. But in 2021, the plant will produce a "low volume BT1 pickup" under a different brand. At the time we speculated that it may be Hummer. This seems to lineup with the reporting done by the Wall Street Journal which says the truck will be similar in design to the Jeep Renegade.
Bloomberg adds that there are plans for a large SUV for Hummer if the truck proves successful according to sources. The sources also say that the company is considering selling the new Hummer truck in existing dealers under the name of “Hummer by GMC.”
Source: Wall Street Journal (Subscription Required), Automotive News (Subscription Required)
H/T to @balthazar for alerting us to this story