1996 Hummer H1 Utility Truck on 2040-cars

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Hummer EV could be part of GM's move into electric trucks and SUVs

WASHINGTON/DETROIT — General Motors plans to build a new family of premium electric pickup trucks and sport-utility vehicles at its Detroit-Hamtramck plant beginning in late 2021, possibly reviving the imposing Hummer brand with some of them, several people familiar with the plans said. The so-called BT1 electric truck/SUV program is the centerpiece of a planned $3 billion investment in the Detroit-Hamtramck plant to make electric trucks and vans, and part of a broader $7.7 billion investment in GM's U.S. plants over the next four years, according to a proposed labor deal between the automaker and the United Auto Workers union. The investments were made public by the UAW on Friday, but no details were provided. The investment would move the automaker into a part of the EV market that is largely untested and where GM has a higher likelihood of turning a profit, analysts said. "It makes perfect sense to hit the high end of the market in order to generate some revenue that might actually turn a profit," Auto Forecast Solutions vice president of global vehicle forecasting Sam Fiorani said. GM is mirroring the approach electric carmaker Tesla took by starting in the high end and then moving down the price ladder, he said. That is important for a company who previously tried to sell the plug-in electric hybrid Chevrolet Volt and all-electric Bolt cars at lower prices and higher volumes, but failed to sell enough to make those efforts profitable, Fiorani said. The UAW's 48,000 GM hourly workers are scheduled to vote next week on the proposed contract that would end a monthlong strike that analysts say has cost the No. 1 U.S. automaker about $2 billion in lost profit. GM's BT1 program includes an electric pickup for the GMC brand and an electric SUV for Cadillac, both due in 2023, the sources said. Before then, GM plans to begin low-volume production in late 2021 of the first BT1 model, a pickup, under a different brand, the source said. A performance variant of the pickup will be added to that brand in 2022, followed by an electric SUV in 2023. One of the sources said the Hummer name is "under consideration," but a decision has not been finalized. The pickup is codenamed "Project O." Bringing back the Hummer name would take advantage of a still strongly recognized brand name, Fiorani said.

Luxury carmakers make way more than just cars

Whether it's as simple as Ferrari offering model cars or as opulent as Bugatti with an $84,000-belt buckle, practically every automaker does more than just sell cars to keep their brands visible. The profits from these ventures might not be enough to keep the lights on, but in such a competitive industry, any extra cash is welcome. For the automakers that get licensing just right, there is a ton of profit to be made. According to a recent story examining the practice by The New York Times, Ferrari makes around $2.6 billion from merchandising each year, and General Motors tops that at $3.5 billion. Beyond just a profit center, merchandising can also protect an automaker's name. Take Hummer for example. The GM division shut down years ago, but it has continued to produce licensed cologne on sale around the world. "Because we still have the active fragrance, we're protecting the brand if we ever decide to bring it back," Gene Reamer, a GM licensing senior manager, told the Times. The whole piece is a fascinating look into this often ignored, but quite lucrative facet of the auto business. Read it for yourself, here. Related Video: News Source: The New York TimesImage Credit: Luca Bruno / AP Photo Design/Style Earnings/Financials Marketing/Advertising Read This Ferrari GM Hummer branding

2022 Hummer EV Edition 1 pickups ready to go to customers

It's official: Two years after GM announced the electric GMC Hummer pickup, the first couple dozen units have left the line at the GM Factory Zero Detroit-Hamtramck Assembly Center, according to GM president Mark Reuss. In an interview with CNBC to celebrate the milestone, Reuss said 17 Hummer EVs are ready for delivery to customers. This makes the Hummer the first of GM's new Ultium-based EVs to leave the factory, and the second electric pickup on the market after the Rivian R1T. The first 1,200 Hummer EVs made will be Edition 1 models, all of which are Interstellar White outside with Lunar Horizon interiors and bronze badging. Each of the $112,595 pickups is powered by three Ultium motors producing a GM-estimated 1,000 horsepower and 11,500 pound-feet of torque, loaded with features like height-adjusting adaptive suspension, skid rails and rock sliders, 35-inch tires, the diagonal-driving CrabWalk, the launch control system Watts to Freedom that unlocks a three-second sprint to 60 miles per hour, and Super Cruise. Range is a GM-estimated 329 miles when the 200-kWh battery is fully charged. As these filter out to eager owners, GM is prepping the next four phases of the Hummer rollout. About a year from now, in autumn of 2022, Factory Zero will begin production of the first widely available Hummer, the EV3X pickup that starts at $99,995 before destination. Three Ultium motors will provide an estimated 800 horsepower and 9,500 pound-feet of torque to a range estimated beyond 300 miles. Spring of 2023 is expected to deliver the Hummer EV2X pickup at an MSRP of $89,995, utilizing two motors producing a total 625 hp and 7,400 lb-ft over a range also estimated to go beyond 300 miles. Around the same time, the first units of the $105,595 Hummer SUV Edition 1 are planned to head down lines at Factory Zero. Finally, in the spring of 2024, the entry-level $79,995 Hummer EV2 pickup and its two-motor powertrain should arrive, making the same output as the EV2X, but only good for a range of around 250 miles. That won't be all we see from Factory Zero, either. GM invested $2.2 billion in the Detroit-Hamtramck plant that once built bread-and-butter GM fare like the Chevrolet Impala, Buick LaCrosse, and Oldsmobile Toronado in order to turn the facility into its first EV base of manufacturing operations for Ultium products. The battery-electric Chevrolet Silverado and GMC Sierra pickups will be built there, as will the Cruise Origin robotaxi.