---
title: "Hummer’s Really Coming Back As An Electric Pickup, Will Debut During Super Bowl: Report"
description: "How's this for a humdinger: Late Friday afternoon, the Wall Street Journal reported that General Motors will bring back the iconic Hummer name for a new electric pickup truck."
date: "2020-01-10"
modified: "2020-01-10"
authors:
  - name: "Kyle Cheromcha"
    job_title: "Editor-in-Chief"
    link: "https://www.thedrive.com/authors/kyle-cheromcha"
url: "https://www.thedrive.com/news/31801/hummers-really-coming-back-as-an-electric-pickup-will-debut-during-super-bowl-report"
categories:
  - "Car Tech"
  - "Electric Vehicles"
  - "GMC News"
  - "News"
  - "News by Brand"
tags:
  - "Electric Vehicle"
---

# Hummer’s Really Coming Back As An Electric Pickup, Will Debut During Super Bowl: Report

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2020/01/Hummer-H1-2002-1280-01.jpg>)
*\<em\>www.thedrive.com</em>*

How's this for a humdinger: Late Friday afternoon, the [*Wall Street Journal* reported](<https://www.wsj.com/articles/gm-to-revive-hummer-name-on-new-electric-pickup-model-11578686692?mod=hp_lead_pos7>) that General Motors will bring back the iconic Hummer name for a new electric pickup truck. It's quite the rebranding for a vehicle that was once seen as a middle finger pointed squarely at environmental concerns, though not an altogether surprising one with the [electric truck](<https://www.thedrive.com/news/31157/this-is-the-official-tesla-pickup-truck>) market [suddenly flush](<https://www.thedrive.com/news/29656/rivian-r1t-electric-pickup-truck-prototypes-spotted-testing-in-argentinas-tierra-del-fuego>) with [entries](<https://www.thedrive.com/news/31323/patent-docs-hint-electric-ford-f-150-will-mount-battery-inside-traditional-truck-frame>).

Unlike the gaudy Hummer H2 and H3 SUVs, this fully electric Hummer will be a pickup truck [described by the *Journal*](<https://www.wsj.com/articles/gm-to-revive-hummer-name-on-new-electric-pickup-model-11578686692?mod=hp_lead_pos7>) as "rugged, jeep-like... \[and\] for off-road enthusiasts." It will start production in 2021 at GM's Detroit-Hamtramck assembly plant, which has been the speculated home of several future GM electric trucks since the company's plans for a $3 billion investment in the facility were [revealed last October](<https://www.reuters.com/article/us-usa-autos-labor-evs-exclusive/exclusive-electric-hummer-could-be-part-of-gms-move-into-ev-trucks-suv-sources-idUSKBN1WX2HZ>). At the time, a reborn Hummer was rumored to be one of them.

What's more, the electric Hummer pickup will be officially announced next month in a splashy Super Bowl commercial and larger ad campaign involving NBA star LeBron James. But those hoping for a full-on brand revival will have to wait—we're talking about a single vehicle housed with the luxurious confines of the GMC nameplate, and the *Journal's* sources call it a "small-volume" endeavor.

Still, we know GM wants to bring a number of electric cars and trucks to market in the next five years, so the first E-Hummer's success could herald a larger lineup, [something that's been rumored before](<https://www.thedrive.com/news/28566/general-motors-could-revive-hummer-as-purely-electric-pickup-truck-off-road-suv-brand>). GM declined to comment to *The Drive* on any of these details.

It's too early to start guessing about specs, since we still don't know anything about the new BT1 platform the company's electric trucks and SUVs will use. As for why GMC will be housing Hummer, it became GM's de facto fancy truck brand when Hummer died in 2010, and it's been a money printer for the General as pickup sales have boomed recently.

## Author
Overseeing an expert staff of writers and editors from his lair in Los Angeles, Kyle shapes The Drive’s singular approach to covering the automotive industry and car culture. He’s been with the site as a writer since 2017, taking over as editor in 2019. On a daily basis, Kyle is responsible for directing The Drive's editorial news and car review content strategies, setting special coverage priorities, managing complex reporting projects, and ensuring what you read on the page meets our high internal standards for quality and trustworthiness. He is also the executive producer of The Drive's YouTube channel, which was relaunched in February 2024 to great acclaim and has accumulated over 14M new views in its first year back on the scene. He hosts a biweekly series on the channel where he breaks down fascinating and complicated stories from the automotive world.

### Author social links  
[Bluesky](<https://bsky.app/profile/kylecheromcha.bsky.social>)  
[Instagram](<https://www.instagram.com/kylecheromcha>)  
[LinkedIn](<https://www.linkedin.com/in/kyle-cheromcha-1550248a/>)