As of now, the Hummer brand is owned by General Motors (GM), the American automotive giant. However, it is important to note that the Hummer name is now housed under the banner of GM’s truck and SUV brand GMC. This means that while GMC is the owner of the Hummer brand, they have chosen to downplay this relationship on the vehicle itself.
If you were to look at a Hummer vehicle, you would notice that there is only a small GMC badge on the front end, indicating the connection between the two brands. This strategy allows GMC to maintain the distinct identity of the Hummer brand while still benefiting from its association with a well-established automotive manufacturer like GM.
It is worth mentioning that this is not the first time Hummer has changed ownership. Originally, Hummer was a brand of its own, specializing in producing large, rugged, and off-road vehicles. However, due to various factors such as changing consumer preferences and increased environmental concerns, the brand faced challenges and its production was eventually discontinued.
In 2010, GM made the decision to discontinue the Hummer brand as part of its restructuring efforts during the global financial crisis. At that time, the brand was sold to a Chinese company called Sichuan Tengzhong Heavy Industrial Machinery Company Ltd. However, the deal fell through due to regulatory issues, and the future of the Hummer brand remained uncertain.
Fast forward to 2020, and GM announced the revival of the Hummer brand, this time under the GMC umbrella. The decision to bring back Hummer was driven by the increasing demand for electric vehicles and the desire to capitalize on the strong brand recognition that Hummer still held.
With the development of electric vehicle technology, GM saw an opportunity to reposition Hummer as a flagship electric truck brand, catering to consumers who value both power and sustainability. The new Hummer EV, slated for model year 2022, will be the first all-electric vehicle under the Hummer nameplate.
To kickstart its comeback, GMC is launching the new Hummer EV with a high-end and highly powerful variant called the Edition 1. This initial offering is expected to be quite pricey, targeting enthusiasts and early adopters who are willing to pay a premium for cutting-edge technology and performance.
General Motors currently owns the Hummer brand, which is now part of the GMC truck and SUV brand. The decision to revive the Hummer brand was driven by the growing demand for electric vehicles and the opportunity to leverage the brand’s strong recognition. The new Hummer EV is set to make its debut in 2022, starting with the Edition 1 variant.