General Motors released three online teaser videos for the GMC Hummer EV pickup ahead of a 30-second Super Bowl ad, entitled Quiet Revolution. the ad will feature NBA star LeBron James.

By Ian Horswill


Posted on January 31, 2020

The iconic Hummer is back…as a Hummer EV pickup truck.

The original Hummer H1 in 1992 was built by General Motors alongside the US Army’s M998 Humvee and was a symbol of being excessively rich and quintessentially masculine. Arnold Schwarzenegger had one so that should be an indication of the car’s target market.

Hummer EV, Hummer, Arnold Schwarzenegger

It was “retired” in 2010 due to poor sales after the 2007-2008 global financial crises and exorbitant fuel prices.

Fast forward to today and the Detroit automaker has released three online teaser videos for the GMC Hummer EV pickup ahead of a 30-second Super Bowl ad, entitled Quiet Revolution, for the vehicle featuring NBA star LeBron James. The spot is scheduled to air during the second quarter of the game between the Kansas City Chiefs and the San Francisco 49ers on Sunday (local time)

The Hummer EV pickup, according to General Motors, will feature 1,000 horsepower; 0 to 60 mph (0-100kmh) acceleration of three seconds; and 11,500 pound feet of torque.

“It’s a combination of an incredibly capable truck and a supercar. Those sorts of times are in that ballpark,” Phil Brook, GMC vice president of marketing, told CNBC. It’s an “all-electric super truck”.

Brook added: “It is very different from anything we’ve ever done before. This is the start of big things in the electric space…This is GMC and how we’re moving into that space in a big way.”

The new electric Hummer truck will be fully revealed on 20 May. General Motors say it should be available in late 2021. A price has not been revealed.

The resurrected Hummer will be made and sold under the GMC brand at GM’s Detroit-Hamtramck factory, which the automaker is pumping US$2.2 billion into as it gears up to mass-produce electric vehicles, The Verge reported.

The GMC Hummer EV is expected to be part of a new lineup of all-electric pickups and SUVs for GM that will extend across brands and price ranges.

Pickup trucks and SUVs have increasingly dominated the US market and GM is entering a market that will see a flood of new entrants. Ford is working on an all-electric F-150, there’s the Tesla Cybertruck and a number of startups including Rivian, Bollinger, Karma and Lordstown Motors, all aiming to bring out an EV pickup truck.

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