in ,


The Brand Will Tease Its Comeback With A Super Bowl LIV Commercial

Hummer HX
Hummer HX Concept

The resurrection of Hummer becomes less and less of a rumor each day, and more of a reality. According to the latest report from The Wall Street Journal, General Motors will be teasing the Hummer brand comeback during a surprise ad during Super Bowl LIV next month, which will feature none other than NBA great LeBron James. The new Hummer model is said to hit the market by 2022, and will be a low-volume fully electric pickup truck that will ride on GM’s new BT1 architecture. It will feature independent rear suspension, iconic off-road capabilities, and will position itself against the likes of the Rivian R1T, electric Ford F-150, and the Tesla Cybertruck.

But wait, there’s more. According to the report, the upcoming Hummer electric truck will be sold exclusively at GMC dealers. Restarting a dealer network for a rebooted brand was a major hurdle for General Motors, and offering the upcoming electric pickup truck as a standalone model at established franchises appears to be the automaker’s clever way of circumventing this matter. And yet, this raises a flag.

We at MC&T have heard rumblings that the Hummer name may find itself as a trim level for GMC, but we find this extremely hard to believe. However, considering GM’s tendency to improperly name its vehicles these days, such as the confusing Bolt/Volt blunder, followed by the confusing Blazer/Trailblazer models, as well as the odd repositioning of V-Series, we really can’t count this decision out.

Hummer HX
2008 Hummer HX Concept

The new Hummer pickup truck will be among the first of several large, battery-powered SUVs and pickup trucks that GM is expected to roll out over the next several years. All of them will utilize the BT1 architecture, according to previous reports, which cite electric full-size Chevrolet, Cadillac and GMC models in the pipeline.

Hummer ceased in 2010, after a $150 million sale to a potential buyer fell through. China-based Sichuan Tengzhong Heavy Industrial Machinery Company Ltd. had done everything except sign the final papers, and at the 11th hour, in February 2010, the deal fell through. This left GM with one choice: the discontinuation of Hummer.

With the surging popularity of utility vehicles that has emerged in the past decade, coupled by a flourishing off-road SUV and truck scene, we wonder what the automaker would do today to reverse that decision.

The Hummer H3T Alpha was the last product announcement from the brand.

Written by Manoli Katakis

Muscle Cars & Trucks was founded by Manoli Katakis - an automotive media veteran that has been covering the latest car news since 2009. His journalism has uncovered dozens of major product changes, updates, plans, and cancellations long before automakers were ready to make things official.

Some highlights over the years of his reporting include the uncovering of the Zora trademark before anybody else reported on the coming of a mid-engine Corvette, as well as the dead-accurate reporting of the coming of the Chevrolet Colorado ZR2, two years before it hit the market, and even before the debut of the concept vehicle. This type of reporting has immediately continued here, with reports of the original seventh-generation Camaro plans being shelved, as well as what's in store for the Chevrolet Silverado.

Some of his work can be found on massive automotive media outlets, such as Motor1. He also has been a guest on the 910AM Radio Station with Detroit News auto critic Henry Payne, as well as the enthusiast-oriented Camaro Show podcast.

Over the years, Manoli has interviewed various automotive industry titans, leaders, and people that make things happen otherwise. These include figureheads such as GM CEO Mary Barra, GM President Mark Reuss, automotive aftermarket icon Ken Lingenfelter, Dodge firebrand Tim Kuniskis, along with various chief engineers of vehicles such as the Ford F-150 & Mustang, Chevrolet Camaro & Corvette, and many more.

At MC&T, Manoli is taking his journalism expertise, deeply planted sources, driving abilities, and automotive industry knowledge to new levels, covering more vehicles and brands than ever before. This is the place where you will continue to read groundbreaking stories about American performance vehicles, pickup trucks, and sport utility vehicles. Here is where you’ll also read insights and quotes from various automotive subject matter experts on the latest relevant products, as well as some of the latest official news from their manufacturers.

Fun facts: he also once beat Corvette Racing driver Tommy Milner in an autocross with a Chevrolet Bolt EV. The biggest vehicle he’s ever driven is a John Deere mining truck. Besides a go-kart, the smallest vehicle he’s driven has been a Hyundai i10. He’s also spent time in the cockpit of various American performance vehicle icons, including the fifth-generation Chevrolet Camaro Z/28, Dodge Challenger Demon, and Ford Mustang GT350R. He has reviewed dozens of trucks, SUVs, and performance vehicles over the years.

One of his favorite new vehicles on the market today happens to be the Chevrolet Colorado ZR2 Bison. He is also a card carrying member of the Sports Car Club of America, and regularly participates in Detroit Region autocross events.

Leave a Reply

Your email address will not be published. Required fields are marked *

Ford Mustang


Camaro Shock And Steel