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Hummer will return as an EV nameplate in 2022

General Motors will bring the Hummer name back to market with an electric vehicle, ending a 10-year hiatus with the introduction of a low-volume 4x4 pickup to go on sale in 2022 as part of the GMC lineup. The Wall Street Journal reported Friday that GM is working on an offering similar to Jeep's Gladiator pickup, and at least initially, the paper says, the "Hummer" name revival will not extend beyond that model.   The choice to revive Hummer as GMC gives GM flexibility in selling what it projects to be a low-volume model without having to support an entire brand, which would require dealer and service network support, which could potentially prove to be both costly and even legally challenging, as holders of existing franchises would likely want a piece of the action.  GM's choice to shutter the brand in the wake of bankruptcy and restructuring back in 2010 was met with resistance from franchise holders. At the time, Hummer's image of gas-guzzling excess ran afoul of GM's goals to produce affordable hybrid and electric vehicles for the masses.  GM wanted the Chevrolet Volt to be the public face of its future, rather than a V8-powered SUV. Unconfirmed rumors of Hummer's return have been circulating for quite some time. In June of last year, rumblings of an all-electric revival made headlines when GM president Mark Reuss professed his love for the discontinued brand.  While this report is far from official, we won't have to wait long for hard confirmation, as Los Angeles Lakers superstar LeBron James has been lined up to front the nameplate's return in a Super Bowl commercial spot. We expect the re-launch will be teased ahead of the NFL championship game on Feb. 2.  Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

An all-electric Hummer is reportedly under consideration at GM

GM is reportedly considering a return to the Hummer brand, but not in the traditional Hummer way. No, a report from Bloomberg says that GM is mulling over the idea of building an electric Hummer. The report cites unnamed sources within GM, as the folks prefer not to be named due to the private nature of the conversations. At this point, Bloomberg characterizes the Hummer talks as preliminary discussions. GM is figuring out how it wants to organize its future electric trucks and SUVs, and Hummer is a part of those discussions. Just as anyone would expect, Hummer could be used to profit off the current demand for rugged and tough vehicles. Mark Reuss didn't commit either way to a Hummer revival when asked by Bloomberg. "I love Hummer. I don't know. We're looking at everything," Reuss said. Other GM sources said that the company sees an opportunity to compete with Jeep for off-road vehicles that have creature comforts commanding high premiums. The report states that designers have done work with Hummer concepts, experimenting with Hummer styling to implement it on GMC-branded products, too. There's also the question of whether an electric Hummer is a smart move to begin with. Folks bought up Hummers before because they're big, brawny, good off-road, and gas was cheap. Gas is relatively cheap today, but attitudes around cars that achieve 10 mpg have changed. Rivian thinks that consumers are interested in premium electric SUVs and trucks, and the hype around that company is real right now. An electric Hummer would undoubtedly go after the same space as the Rivian R1S. The number of people willing to drop over $70,000 on an electric adventure vehicle is still untested, though. Even if GM did give an electric Hummer project the green light, we're still years away. We know GM is currently in development of an electric pickup truck platform, but that doesn't mean it's anywhere close to production. We haven't seen a new Hummer since GM halted sales of the brand in 2010. The recession and high gas prices drove sales down so low that Hummer declared bankruptcy in 2009, but GM still kept the brand in its portfolio. It's hard to think of a better time than the SUV and crossover hoopla of today to introduce something like an electric Hummer, but until we hear something more substantial from GM, the vehicle is going to remain a rumor.

REWIND: Watch the GMC Hummer EV live reveal right here

It has been a long wait to see the GMC Hummer electric pickup truck, which was teased way back at the Super Bowl in February of this year. And that wait ends tonight at 8 p.m. eastern time when GM pulls the covers off the truck. You can see the whole reveal right here, or during the World Series on Fox or "The Voice" on NBC. For everything we know about the truck, go to our reveal post here. The truck should be impressive. GMC has previously announced it will have up to 1,000 horsepower, and it will have a variety of fun features such as removable roof panels and four-wheel steering that can move the truck sort of sideways with "Crab Mode." The GMC Hummer will also be available in pickup and SUV forms. So be sure to tune in tonight for one of the biggest (figuratively and literally) vehicle reveals of the year. And keep an eye on Autoblog for all the latest on the Hummer and other vehicles.