2024 GMC Hummer is the largest, worst, brightest, electron-swallowing SUV on the market.

GMC is without a doubt the General’s most powerful brand soldier – its wonderful, chrome-plated, gas-powered pickups with average transaction prices north of $ 50k – higher than Euro lux brands such as BMW and Mercedes-Benz. Red-hot Sierra pickups go up after just three days at dealerships.

“What GM has learned from Bolt is that it may not work to introduce your best technology in a Chevy,” said Stephanie Brinley, senior analyst at IHS Markits. “Put it in a halo, $ 110,000 GMC Lobster and they can really show what their technology can do.”

Tesla Inc.’s Model S then impressed the world last decade with burning performance, ridiculous position acceleration and Silicon Valley display technology. Halon worked and Tesla a decade later sells smaller, more affordable Model 3 and Model Y compactors per boat load.

During that period, GM’s car business ignored. Even after the Japanese invasion of the late 20th century that had turned its Malibu and Impalas sedans into backrests, GM’s introduction of the battery-powered Volt and Bolt compactors received no traction more than their petrol-powered Spark and Sonic models. had. In recent years, GM has completely taken itself out of the automotive industry.

ExploreElements in hand probably worth two on used cars

But its truck and SUV brands have flourished. Hummer’s purpose as GM’s first vehicle on its skateboard, the Ultium battery platform, is to start volume sales of electric cars. Just like the Model S did for Tesla.

“Ultium is the heartbeat of our electric future. It will be rolled out across all brands,” says Aldred. “We have plans for a GMC EV electric truck, and more plans beyond as we move forward with our EV future.”

Like Bolt before that, GMC Hummer will enter the SUV segment against other electric startups such as the Rivian R1S and Bollinger B1.

“I think it’s really interesting. The whole EV space reminds you of when the car industry appeared in the early 20th century and there were 1,000 brands,” Aldred smiled. “You get the same feeling now with many new startups.”

Still, he believes that GMC’s brand strength will make it a more formidable opponent: “Lobster comes with a huge amount of equity – the fact that it is completely electric and without emissions puts it on a completely different level than it was in the past. .

“We have a fantastic brand in GMC, a fantastic vehicle in Hummer EV and a fantastic dealer network which I think is a real advantage. Competition makes everyone better, but I’m really sure of the success of the Hummer EV.”

Hummer will match its competition with digital screens (its screen technology was developed by Perception, a veteran of Marvel Studios’ films) which Tesla pioneered and which is now required to enter the exclusive EV segment. But true to a GMC reputation born of growling, Denali V8s and tree-chewing AT4 quad bikes, Aldred said it’s Hummer EV’s performance that sets it apart.

With a weight of 200 kWh battery over a 126-inch wheelbase, the monster of 830 horsepower still manages 0-60 mph sprints in 3.5 seconds with “Watts To Freedom” start control mode (think Ludicrous mode).

ExploreHyundai Palisade finds clues, challenges the segment with calligraphy

“What the Hummer EV has is incredible capacity. You can see that the vehicle has the physical character – only it’s quite amazing,” says Aldred. seconds. The seats vibrate. The chassis is lowered, you get a graphic experience on screens in front of you. . . it creates an amusement park-like experience. ”

The Hummer strategy is a clever remake of a sub-brand that was despised by the cultural elite during the Gulf Wars for its oil-rich lifestyle. GM thinks that an electric Hummer resurrection is perfectly placed as a halo that will make customers reconsider the capacity of electric cars – just as the Model S sold smaller Teslas.

“Tesla showed that you could create emotions for a battery-powered vehicle,” Brinley said.

She says that car manufacturers in Detroit are smart to draw on their own brands to evoke similar feelings with sub-brands such as the Hummer and Mustang (Mustang Mach-E is Ford’s first fully electric vehicle).

“The strategy works because it embraces historical, emotional brands – then adds modern technology to make them better,” Brinley said. “By driving the capacity of a Hummer, for example, GM gets the opportunity to show in the truck and SUV space that they have conquered the technology.”

GMC’s Aldred shrugs off questions about electric charging infrastructure. The Hummer EV will be purchased by owners who have several vehicles. While Tesla and Rivian are developing charging networks for their customers, GM is betting that if Hummer (and other halos like Cadillac Lyriq) triggers an EV revolution, infrastructure from independent networks like EVGo and Electrify America will flow as gas stations follow Ford’s Model T .

“GM’s vision (of zero emissions) is very real,” Aldred said of GM’s plans to only sell electric cars by 2035. “To get that speed, many things will be required, and charging infrastructure is clearly a of them.”

Henry Payne is an auto critic for The Detroit News. Find him hpayne@detroitnews.com or Twitter @HenryEPayne.

Heading

This photo from General Motors Co. shows the interior of the 2022 GMC Hummer EV. (Courtesy of General Motors Co. via AP)

Credit: AP

This photo from General Motors Co.  shows the interior of the 2022 GMC Hummer EV.  (Courtesy of General Motors Co. via AP)

Credit: AP

caption arrowHeading

This photo from General Motors Co. shows the interior of the 2022 GMC Hummer EV. (Courtesy of General Motors Co. via AP)

Credit: AP

Credit: AP

Leave a Comment