As it turns out, General Motors did not have any agenda of note when it resurrected the “Hummer” name for its electric pickup truck. The Hummer brand isn’t coming back, and the choice was made spontaneously, according to the company’s VP Duncan Aldred.
The story started last year when GMC CEO Mary Barra let it slip that an electric pickup truck was coming to the market. Apparently, the engineering department came up with a particularly efficient off-road chassis design and needed a car body with a badge to put on it. In the end, Chevrolet was deemed inappropriate due to being a tad too wallet-friendly, and Cadillac did not fit the bill as a marque not associated with rugged utility.
This is how the Hummer EV was born, and the design team was given an assignment to style it after the Hummers of old.