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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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'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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      Reimagine will see Jaguar Land Rover establish new benchmark standards in quality and efficiency for the luxury sector by rightsizing, repurposing and reorganising.
      Central to that journey, and in order to establish different personalities for the two brands, is the new architecture strategy. 
      Land Rover will use the forthcoming flex Modular Longitudinal Architecture (MLA). It will deliver electrified internal combustion engines (ICE) and full electric variants as the company evolves its product line-up in the future. In addition, Land Rover will also use pure electric biased Electric Modular Architecture (EMA) which will also support advanced electrified ICE.
      Future Jaguar models will be built exclusively on a pure electric architecture.
      Reimagine is designed to deliver simplification too. By consolidating the number of platforms and models being produced per plant, the company will be able to establish new benchmark standards in efficient scale and quality for the luxury sector. Such an approach will help rationalise sourcing and accelerate investments in local circular economy supply chains.
      From a core manufacturing perspective that means Jaguar Land Rover will retain its plant and assembly facilities in the home UK market and around the world. As well as being the manufacturer of the MLA architecture, Solihull, West Midlands will also be the home to the future advanced Jaguar pure electric platform. 
      Key partners including Trade Unions, retailers and those in the supply chain will continue to play a vital part of the extended new Jaguar Land Rover ecosystem and its journey towards reimagining the future of modern luxury.
      ReFocus to a more agile operation
      As evidenced with the latest financial results, Jaguar Land Rover has a strong foundation on which to build a sustainable and resilient business for its customers and their communities, partners, employees, shareholders and the environment.
      Driving this transformation is the recently launched Refocus programme, by consolidating existing initiatives like Charge+ with new cross-functional activities.
      Reimagine will see Jaguar Land Rover right-size, repurpose and reorganise into a more agile operation. The creation of a flatter structure is designed to empower employees to create and deliver at speed and with clear purpose.
      To accelerate this efficiency of focus, the company will substantially reduce and rationalise its non-manufacturing infrastructure in the UK. Gaydon will become the symbol of this effort – the ‘reactor’ of the business - with the Executive Team and other management functions moving into the one location to aid frictionless cooperation and agile decision-making.  
      Leapfrog to leadership with Tata Group
      In order to realise its vision of modern luxury mobility with confidence, the company will curate closer collaboration and knowledge-sharing with Tata Group companies to enhance sustainability and reduce emissions as well as sharing best practice in next-generation technology, data and software development leadership. Jaguar Land Rover has been a wholly-owned subsidiary of Tata Motors, in which Tata Sons is the largest shareholder, since 2008.
      “We have so many ingredients from within. It is a unique opportunity,” said Mr Bolloré. “Others have to rely solely on external partnerships and compromise, but we have frictionless access that will allow us to lean forward with confidence and at speed.”
      Bringing all these ingredients together, Jaguar Land Rover is on a path towards double-digit EBIT margins and positive cash flow, with an ambition to achieve positive cash net-of-debt by 2025. 
      Ultimately, Jaguar Land Rover aims to be one of the most profitable luxury manufacturers in the world.
      Mr N Chandrasekaran, Chairman of Tata Sons, Tata Motors and Jaguar Land Rover Automotive plc commented: “The Reimagine strategy takes Jaguar Land Rover on a significant path of acceleration in harmony with the vision and sustainability priorities of the wider Tata Group. Together, we will help Jaguar realise its potential, reinforce Land Rover’s timeless appeal and collectively become a symbol of a truly responsible business for its customers, society and the planet.”
      Mr Bolloré concluded: “As a human-centred company, we can, and will, move much faster and with clear purpose of not just reimagining modern luxury but defining it for two distinct brands. Brands that present emotionally unique designs, pieces of art if you like, but all with connected technologies and responsible materials that collectively set new standards in ownership. We are reimagining a new modern luxury by design.”
    • By William Maley
      Yesterday, Fiat Chrysler Automobiles and Groupe PSA officially merged to become Stellantis, the fourth-largest automaker in the world. But this merge has produced some consequences that need to be addressed. One of those being Peugeot's re-entry back in to the U.S.
      “We were last speaking about [Peugeot’s U.S. re-entry] a year and a half ago, before Stellantis. We can’t not take into account that in the coming days Peugeot will be part of this new world. I imagine in the coming months due to the new strategy we will have to adapt and reconsider all elements, including this one,” said Peugeot CEO Jean-Philippe Imparato to Automotive News.
      A key reason for this reconsideration not wanting overlap brands in the U.S.
      This is a polar opposite to comments made last year by Larry Dominique, CEO of PSA North America.
      Imparto's focus for Peugeot in the near future is concentrating on its core markets - Europe, the Middle East, Africa, and Latin America. There are also plans to get the brand back on track in China. As for the U.S., Imparto said it was "still on the table" down the road.
      Source: Automotive News (Subscription Required)

      View full article
    • By William Maley
      Yesterday, Fiat Chrysler Automobiles and Groupe PSA officially merged to become Stellantis, the fourth-largest automaker in the world. But this merge has produced some consequences that need to be addressed. One of those being Peugeot's re-entry back in to the U.S.
      “We were last speaking about [Peugeot’s U.S. re-entry] a year and a half ago, before Stellantis. We can’t not take into account that in the coming days Peugeot will be part of this new world. I imagine in the coming months due to the new strategy we will have to adapt and reconsider all elements, including this one,” said Peugeot CEO Jean-Philippe Imparato to Automotive News.
      A key reason for this reconsideration not wanting overlap brands in the U.S.
      This is a polar opposite to comments made last year by Larry Dominique, CEO of PSA North America.
      Imparto's focus for Peugeot in the near future is concentrating on its core markets - Europe, the Middle East, Africa, and Latin America. There are also plans to get the brand back on track in China. As for the U.S., Imparto said it was "still on the table" down the road.
      Source: Automotive News (Subscription Required)
    • By William Maley
      It has been some time since we last reported on PSA Group's plan to re-enter the U.S. When we last checked in, Peugeot was chosen as the brand to be entering the U.S. by 2023 and rumors were swirling about a possible merger between PSA Group and FCA. A lot has changed since then as the two automakers begin to finalize plans for a merger, and the COVID-19 pandemic has no end in sight in the U.S. What does that mean for Peugeot's return to the U.S.?
      "My role is to grow the PSA business in North America, growing our mobility capability and preparing for the launch of Peugeot." said Larry Dominique, CEO of PSA North America to Automotive News.
      "From our standpoint, we're planning as if [the merger] doesn't exist. We're marching forward as if PSA was going to be there by themselves."
      Dominique is right now focused on the present with the top priority being building out a dealer network for both U.S. and Canada before the launch. He explained that the company is planning a two-prong approach, having franchised dealers and online retailing.
      "The future success for OEMs is the reduction of distribution costs while ensuring both retail and OEM margin sustainability. This has to be done through strong pricing power, not volume turnover," he said.
      Part of this is due to COVID-19 pandemic which has many automakers rethinking how they sell vehicles, something Dominique admits is a big challenge.
      "All my competitors are going to be focusing on digital, which means we have to step up our game and deliver an even stronger customer experience when we launch Peugeot in North America. We need to get out of an environment where the retailers are dependent upon just F&I and service to pay their bills."
      Another challenge facing Dominique, what models to sell in the U.S. The market has changed a lot since PSA Group announced its intentions to re-enter the U.S. Consumers now are focused on trucks and crossovers.
      "I don't have a full-sized truck,. But the C and D segments are what's relevant to us. The C and D segments are high volume and important to North America. That's where we're going to focus initially,"
      To us, this hints at the 3008 and 5008 crossovers being some of the first models to be available.
      Source: Automotive News (Subscription Required)

      View full article
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