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Hummer officially returns as an EV with 1,000 hp in Super Bowl ad

Hummer, the iconic, controversial and long-dead truck and SUV maker, returned this Sunday in a Super Bowl ad that previewed its comeback under the GMC brand. General Motors announced the move and teased the vehicle with a series of clips (below) Thursday morning, confirming reports of Hummer's resurrection that have simmered for months. The bane of environmentalists in the early 2000s, Hummer is recast as an electric-only truck capable of a jaw-dropping 1,000 horsepower, 11,500 lb-ft of torque (we believe this figure to be wheel torque) and a sprint to 60 mph in 3 seconds. “We came to play ball,” a spokesman deadpanned in an interview with Autoblog. Electric range was not revealed. The teaser shots show a grille that recalls old Hummer vehicles, though the look is updated with flashy lights. GM will build the reborn Hummer at the Detroit-Hamtramck factory in Michigan that was once thought to be set to close. It will be revealed May 20 at an event, possibly in Las Vegas. The truck will be available in fall 2021. “GMC builds premium and capable trucks and SUVs and the GMC HUMMER EV takes this to new heights,” Duncan Aldred, vice president of Global Buick and GMC, said in a statement. “We are excited to debut our revolutionary zero-emissions truck during the biggest night in TV advertising.” The Super Bowl ad aired just before halftime in the United States and featured Los Angeles Lakers star LeBron James.  In a statement, he said: “Teaming up with GMC to introduce the Hummer EV is a natural fit. Everyone knows about my love for Hummer since high school and IÂ’m proud to be a part of announcing the new EV model. The truck may be quiet, but the performance numbers speak for themselves.” Hummer will take aim at a slew of electric truck and SUV makers, including Rivian, which announced Wednesday plans to help build LincolnÂ’s first electric vehicle in its partnership with Ford Motor Co. Hummer will also face off against the Tesla Cybertruck, BollingerÂ’s EVs and other competitors.    GM shuttered Hummer in 2010 after trying to sell the brand to Chinese investors as it shed units during its historic bankruptcy and restructuring.  With today's announcement, GM issued a truckload of videos on the new Hummer:    

Mil-Spec M1-R First Drive Review | The ultimate Hummer H1 gets better

In 2018, we got our first introduction to Mil-Spec, a company that sought to do to Hummer H1s what other resto-mod companies like Singer and Icon have done to other classic cars. Its initial run of hopped-up Hummers showed quite a bit of promise with an array of mechanical upgrades, including a particularly potent and entertaining diesel engine, plus major improvements to interior livability and luxury. As good as the initial trucks were, Mil-Spec wanted to do even better. It focused on details such as better materials and ergonomics for what it’s calling the second-generation of restored H1s. And all those upgrades are on display in the M1-R, which takes the second-gen M1 and adds some pretty extreme customer-requested modifications. @autoblog WhatÂ’s that? Oh nothing, just a Mil-Spec M1-R rolling on by ##autoblog ##hummer ##m1r ##custom ##fyp ? original sound - Autoblog As with all Mil-Spec Hummers, the M1-R received a comprehensive restoration, taking the body and frame down to bare metal. It was recoated in a durable bedliner-style material made with bits of Kevlar. This particular one was given a tint to make it look like one of the factory H1 colors, Competition Yellow. Steel off-road bumpers, a front brush guard, rear tubular tire rack, fender flares and door panels finished in plain black add contrast and help give it a more rough-and-tumble look. The simple and rugged 20-inch Black Rhino wheels look right at home on the truck, too, especially wrapped in the 38-inch off-road tries. Most of the improvements in the second-gen M1 are found within the cabin. As before, every upholstered surface is made of leather, in this case with diamond stitching that the customer requested. ItÂ’s all done in-house (fun fact, Mil-Spec is now also doing upholstery for private jets). Virtually every non-upholstered surface is made from machined aluminum. That includes the steering wheel, climate control knobs, air vents, window switches, turn signal stalks, even the custom-made ignition key. They all look and feel superb with hefty weight and crisp edges. The toggle switches are a particular treat and return a light, mechanical click with each press. Some of them are a little tough to reach as a result of the HummerÂ’s strange interior layout, but that would be the case even in a stock Hummer. These aluminum pieces are a massive step up from the plastic rocker switches and air vents used on previous Mil-Spec Hummers.

Report: Last-ditch sale effort for Hummer post wind-down announcement fading

It's getting tough for even the most ardent supporters of the Hummer brand to continue to keep hope alive. Reports the aficionados at HummerGuy.net: "While many of us were hoping for a last-minute miracle to save the Hummer brand, signs from Detroit are indicating that Hummer production will soon cease indefinitely."
It appears as if General Motors has resigned itself to winding the brand down and letting it die a slow, agonizing death. The automaker says that it's no longer considering offers for the brand and dedicated Hummer staff are reportedly be assigned to serve elsewhere.
Oh, and about that "Save Hummer" summit that's planned for April 11th near Chicago? GM, though it is aware of the rally, has no plans to send representation. That sound that you hear? That's just the tolling of Hummer's death knell. Thanks for the tip, Brian!