We’ve often accused the legacy automakers of lacking imagination, but now we see that at least someone at GM has a sense of irony. The company’s first announced electric pickup truck will be called a Hummer.
GM will not be reviving the Hummer make, which choked to
death in 2010, but will sell the Hummer pickup under the GMC brand.
The Wall Street Journal reports that the e-Hummer “is likely to be sold in small volumes as a rugged, jeep-like pickup truck for off-road enthusiasts,” according to “people briefed on the strategy.” It’s expected to go on sale by early 2022, and will be among the first of several large electric SUVs and pickup trucks from GM.
GM will build this beast, and other electric trucks, at its
Detroit-Hamtramck assembly plant, which was marked for closure before the
company announced plans for a $3-billion renovation in October.
WSJ says GM plans to run an ad for the new irony-mobile
during next month’s Super Bowl.
Aside from the headline-grabbing comedic aspects of the
announcement, this is a milestone because it represents a 180-degree turnaround
for GM. Until recently, most electric offerings from non-Tesla brands have been
small, practical cars, which, as any marketer will tell you, hold little appeal
for US buyers. Now GM is going to electrify the biggest and baddest surrogate sex
organ in the auto industry. No specs have been announced, but it’s safe to assume
that the e-Hummer will boast plenty of horsepower and towing capacity.
A Sierra Club official once said the Hummer “embodied the
worst impulses of the American auto industry.” Could it someday become a symbol
of a new, more sustainable direction?
Source: Wall Street Journal