Arnold Schwarzenegger is famous for saying “I’ll be back,” and it appears the line is partially fitting for his beloved Hummer brand as General Motors is expected to announce its return during the Super Bowl.
According to The Wall Street Journal, GM has tapped LeBron James to star in a Super Bowl commercial which will promote the return of Hummer. Little is known about the ad at this point, but it could be a high-profile teaser.
The first Hummer is slated to go into production in late 2021 and will reportedly be a “rugged, Jeep-like pickup truck for off-road enthusiasts.” Previous reports have suggested a performance variant could follow in 2022, while an SUV may join the lineup one year later.
Also Read: Hummer Could Make A Return In 2021 As An Electric Vehicle Brand
While it’s nice to see Hummer making a return, there’s a huge caveat. According to multiple reports, Hummer won’t be a stand-alone brand but rather an apparent GMC sub-brand. That’s not official, but Bloomberg says the electric vehicles could be marketed as “Hummer by GMC.”
The move sounds strange on the surface, but it makes a lot of business sense. A stand-alone brand requires significant time and investment as the company would need to (re)establish a dealership network among countless other things. By making Hummer a GMC sub-brand, the automaker can sidestep these issues while also tapping into the GMC customer base which has embraced premium models such as the Sierra and Yukon Denali.
The latter could be important as speculation has suggested the Hummer pickup could cost around $90,000 (€68,892 / £80,937). Of course, like everything else, that number should be taken with a grain of salt.
