Hummer officially returns as an EV with 1,000 hp in Super Bowl ad

Hummer, the iconic, controversial and long-dead truck and SUV brand returns this Sunday in a Super Bowl ad that previews its comeback under the GMC brand. General Motors announced the move and previewed the ad with a series of clips Thursday morning, confirming reports of Hummer’s resurrection that have simmered for weeks.

The bane of environmentalists in the early 2000s, Hummer is recast as an electric-only truck capable of a jaw-dropping 1,000 horsepower, 11,500 lb-ft of torque and a sprint to 60 mph in 3 seconds. “We came to play ball,” a spokesman deadpanned in an interview with Autoblog. Electric range was not revealed.

GM will build the reborn Hummer at the Detroit-Hamtramck factory in Michigan that was once thought to be set to close. It will be revealed May 20 at an event in Las Vegas.

“GMC builds premium and capable trucks and SUVs and the GMC HUMMER EV takes this to new heights,” Duncan Aldred, vice president of Global Buick and GMC, said in a statement. “We are excited to debut our revolutionary zero-emissions truck during the biggest night in TV advertising.”
 
Hummer will take aim against a slew of electric truck and SUV makers, including Rivian, which announced Wednesday plans to help build Lincoln’s first electric vehicle in its partnership with Ford Motor Co. Hummer will also face off against the Tesla Cybertruck, Bollinger’s EVs and other competitors. 
 
GM shuttered Hummer in 2010 after trying to sell the brand to Chinese investors as its shed units during its historic bankruptcy and restructuring.