WASHINGTON - General Motors will revive the Hummer name to sell a new family of electric pickup trucks and SUVs, and it will tout the return with a Super Bowl ad featuring NBA star LeBron James, two people briefed on the matter said on Friday.
The vehicles will be sold under the GMC nameplate. Reuters reported in October that GM planned to build a new family of premium electric pickup trucks at its Detroit-Hamtramck plant beginning in late 2021 and was considering reviving the Hummer name, citing several people familiar with the plans.
The Wall Street Journal reported GM's decision to move forward earlier on Friday. GM declined to comment.
The investment moves the carmaker into a part of the EV market that is largely untested and where GM has a higher likelihood of turning a profit, analysts said.
Reuters reported that GM plans to first build EV pickups in late 2021 and then an electric SUV in 2023.