General Motors (GM) is reinventing its famous Hummer as an electric vehicle (EV), a rebranding effort that will be teased during the Super Bowl in an ad with Lebron James, the Wall Street Journal reports.
GM stopped production of the Hummer in 2010 as a response to the Great Recession, the company's government bailout, and rising fuel costs. When the sale of the new Hummer begins, it will be under the GMC brand, not its own.
"There’s a beautiful irony in the return of Hummer," Karl Brauer, executive publisher at Kelley Blue Book and Autotrader, said in a statament. "In 2010, as gas prices spiked, the Dow plunged, and environmentalists vandalized the vehicles on dealer lots it seemed Hummer was a brand well behind the times. Ten years later, gas is relatively cheap, the Dow is hitting new records and 70% of new vehicle sales are trucks and SUVs. Even better, the ongoing evolution of battery and electric motor technology is making high-torque, emissions-free drivetrains easier and cheaper."
Currently, GM has a goal of releasing 20 new EVs by 2023, across its global market.
The Hummer EV is expected to be on sale in 2022.