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GM News: General Motors Plans A Revival of Hummer


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General Motors will be bringing back the Hummer name to sell a new electric truck as part of the GMC lineup.

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


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Off roaders are popular so makes sense to do a GMC Hummer targeted against Wrangler, Bronco, and 4Runner.  Also makes sense to make it a GMC rather than spending the money to launch a brand, which when you look at something like Genesis, it costs loads of money for very little gain.

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It's going to be interesting to see what the off-road capable EV SUV scene looks like in a few years..we have new players like Rivian and Bollinger coming, and with hybrid and EV Jeeps coming...I wonder if Land Rover plans to do hybrid and EV versions of the Defender..

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45 minutes ago, smk4565 said:

Off roaders are popular so makes sense to do a GMC Hummer targeted against Wrangler, Bronco, and 4Runner.  Also makes sense to make it a GMC rather than spending the money to launch a brand, which when you look at something like Genesis, it costs loads of money for very little gain.

Hyundai kinda had to with Genesis.  Hummer by GMC does make a lot more sense.

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46 minutes ago, Robert Hall said:

It's going to be interesting to see what the off-road capable EV SUV scene looks like in a few years..we have new players like Rivian and Bollinger coming, and with hybrid and EV Jeeps coming...I wonder if Land Rover plans to do hybrid and EV versions of the Defender..

I believe hybrids of the Defender are incoming. Don't know about EVs.

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49 minutes ago, balthazar said:

At $125K, Bollinger is the new Hummer H1. Minus the sales.

Yes, it will be a low volume novelty.  Rivian seems like they have a better plan..

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2 hours ago, surreal1272 said:

We are talking about EVs, not diesels. 

Yeah I know, hence my comment.

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9 hours ago, surreal1272 said:

Yeah, you need to learn to take a joke. 

LOL that is what that was.

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gm obliterated hummer’s name with the idiotic underwhelming H2 and cultivated a market of balding, compensating sadmen in the process... and they think it’s going to attract electric buyers?

lol okay 

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'They' said the same thing about BMW when it got (just about) obliterated. It took a pus sac of a car to save them but you know what; BMW doesn't market that same vehicle anymore. Amazing how manufacturers retain the authority to change their products according to changing markets, ain't it?

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8 hours ago, FAPTurbo said:

gm obliterated hummer’s name with the idiotic underwhelming H2

GM did no such thing with the H2.  If fact, it was the opposite of what you say.  

Riding on the coattails  on Ahnold's H1 civilian version and with the start of the SUV craze in the early 19990s and on Lincoln's Navigator, GM purchased the rights to HUMMER and listened to what folk said  that went batshyte for the H1 so GM created the H2.  (The 1st gen Escalade was already done and the 1st gen Escalade is where you could take your idiotic rhetoric and be correct) The H2 was not underwhelming.   It was EVERYTHING a HUMMER buyer EVER wanted in his HUMMER purchase.  If you do not know what those criteria were...then YOU might be the problem...

The H2 was NEVER about luxury. The H2 was BRILLIANTLY recreated to EMULATE the H1...just to give you a hint.

So much so, that IMMEDIATELY there after, the most sought after SUV WAS the H2. Then the 2nd gen Escalade came along as the 1st gen was a patch job in missing the market and GM just like that, had a 1-2 punch with a blink of an eye that dominated  EVERY OTHER automaker that built and sold top dog SUVs...

So much so that HUMMER's product line IMMEDIATELY broke open with many many many products down the pipe line.

HUMMER died...but not because of how your twisted mind works against GM and HUMMER...

If you do not comprehend that, or you simply refuse to acknowledge, then YOU might just be the problem...

8 hours ago, FAPTurbo said:

compensating sadmen in the process... and they think it’s going to attract electric buyers?

They way YOU go on about EVs and Teslas...that statement right there...is kinda ironic from where Im sitting...

Edited by oldshurst442
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12 minutes ago, ccap41 said:

I always thought the H2 looked terrible because it looked like a bloated H1 but it really did have the off-road goodies suited for a civilian, mass-marketed, Hummer-branded vehicle. 

Looks mean different things to different people.

The H2 could have never been made to look anything else BUT like a H1. THAT was the whole purpose of the H2. To be a smaller, more user friendly H1.

It was never about being being user friendly. It was more about it being more user friendly as a baby H1...

The H1 was a military vehicle through and through. Just as how the Willys  Jeep was.  When the CJ came out after the war, Civilian Jeep, it retained all the military specs of being a military vehicle. In other words, it wasnt a comfortable ride for civilians. Hell, it wasnt comfortable for soldiers either, but the army doesnt give a shyte about the comfort of the soldiers, at least back then...THAT is how the H1 civilian was.   

The H2 was just a vehicle to simulate a military one, with the comfort of a real civilian vehicle.

It even had those hooks on the hood to be airdropped like the H1, but of course they were fake on the H2...and THAT was THE point of the H2.  

Im not saying you had to like that, Im just sayin' the target market for the H2 DEFINATELY WANTED that. And THIS is where Fap's rhetoric holds no water.   GM gave the HUMMER buyers what they wanted. 

The H3 and other future products were then created to take on JEEP. Which never panned out.  But that was never the H2's mission. To be a Jeep competitor, The H2 was supposed to fill some of the market's need to be G.I. Joe.  Something that the Wrangler forgot it was a loooooong time ago...

But...when the brand HUMMER was phased out, the Wrangler got more brutish in looks, huh?

Makes you think why that is...

 

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54 minutes ago, oldshurst442 said:

Looks mean different things to different people.

The H2 could have never been made to look anything else BUT like a H1. THAT was the whole purpose of the H2. To be a smaller, more user friendly H1.

It was never about being being user friendly. It was more about it being more user friendly as a baby H1...

The H1 was a military vehicle through and through. Just as how the Willys  Jeep was.  When the CJ came out after the war, Civilian Jeep, it retained all the military specs of being a military vehicle. In other words, it wasnt a comfortable ride for civilians. Hell, it wasnt comfortable for soldiers either, but the army doesnt give a shyte about the comfort of the soldiers, at least back then...THAT is how the H1 civilian was.   

The H2 was just a vehicle to simulate a military one, with the comfort of a real civilian vehicle.

It even had those hooks on the hood to be airdropped like the H1, but of course they were fake on the H2...and THAT was THE point of the H2.  

Im not saying you had to like that, Im just sayin' the target market for the H2 DEFINATELY WANTED that. And THIS is where Fap's rhetoric holds no water.   GM gave the HUMMER buyers what they wanted. 

The H3 and other future products were then created to take on JEEP. Which never panned out.  But that was never the H2's mission. To be a Jeep competitor, The H2 was supposed to fill some of the market's need to be G.I. Joe.  Something that the Wrangler forgot it was a loooooong time ago...

But...when the brand HUMMER was phased out, the Wrangler got more brutish in looks, huh?

Makes you think why that is...

 

Yeah, i get what you're saying. People definitely loved them. they sold like hotcakes at their absurd prices. 

Also, those hood hooks were used to open the hood as it opened Corvette-style. 

 

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2 minutes ago, oldshurst442 said:

I didnt know that.  I thought they were totally useless. LOL

I mean.. They're somewhat useless for the look they bring to the table but at least they aren't actually 100% useless. It's still a pain in the hind to open the hoods because the hood is like neck-height to me at 5'8" and the leverage with those hooks isn't the greatest. 

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7 minutes ago, ccap41 said:

I mean.. They're somewhat useless for the look they bring to the table but at least they aren't actually 100% useless. It's still a pain in the hind to open the hoods because the hood is like neck-height to me at 5'8" and the leverage with those hooks isn't the greatest. 

Yes exactly.  At least that much much. I thought they were completely useless. But like you said, it was a high truck. I mean, Im 5'6 and half inches tall.  Those hooks would do nothing for me anyway. LOL.  So...100% completely useless for me.

But if I ever wanted to be saving Barbie from Nikolai Volkoff and the Iron Sheik from tyranny, Ken with his ascots would just just choke himself to death, but I...with my Hummer...could save the world. And THAT was the idea behind the H2, and like you said, they sold like hotcakes with crazy high pricetags. And immediately after that, the HUMMER brand was expanding...

Edited by oldshurst442
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50 minutes ago, oldshurst442 said:

 

But if I ever wanted to be saving Barbie from Nikolai Volkoff and the Iron Sheik from tyranny, Ken with his ascots would just just choke himself to death, but I...with my Hummer...could save the world. And THAT was the idea behind the H2, and like you said, they sold like hotcakes with crazy high pricetags. And immediately after that, the HUMMER brand was expanding...

 

e3ee718b0df8832d01bf725d4d17b74f.jpg

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14 hours ago, oldshurst442 said:

GM did no such thing with the H2.  If fact, it was the opposite of what you say.  

Riding on the coattails  on Ahnold's H1 civilian version and with the start of the SUV craze in the early 19990s and on Lincoln's Navigator, GM purchased the rights to HUMMER and listened to what folk said  that went batshyte for the H1 so GM created the H2.  (The 1st gen Escalade was already done and the 1st gen Escalade is where you could take your idiotic rhetoric and be correct) The H2 was not underwhelming.   It was EVERYTHING a HUMMER buyer EVER wanted in his HUMMER purchase.  If you do not know what those criteria were...then YOU might be the problem...

The H2 was NEVER about luxury. The H2 was BRILLIANTLY recreated to EMULATE the H1...just to give you a hint.

So much so, that IMMEDIATELY there after, the most sought after SUV WAS the H2. Then the 2nd gen Escalade came along as the 1st gen was a patch job in missing the market and GM just like that, had a 1-2 punch with a blink of an eye that dominated  EVERY OTHER automaker that built and sold top dog SUVs...

So much so that HUMMER's product line IMMEDIATELY broke open with many many many products down the pipe line.

HUMMER died...but not because of how your twisted mind works against GM and HUMMER...

If you do not comprehend that, or you simply refuse to acknowledge, then YOU might just be the problem...

okay

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