We have periodically reported on the rumours to the effect that the Hummer name could be on the way back within the General Motors (GM) orbit, but this time to designate a new all-electric pickup truck.
This past Friday the rumours gave way to confirmed fact. The Wall Street Journal quoted an anonymous internal source at GM that the Hummer name is in fact returning, and that it will in fact be affixed to the back of an electric pickup.
And this explains the reference to Hummer as a name and not Hummer the brand here. The distinction matters. Ironically, GM’s original plan for the Hummer name was to integrate within the GMC brand.
The return of the name will be made official in ads airing during the upcoming Super Bowl broadcast at the beginning of February. The ads will feature NBA star LeBron James.