Earlier this month, the Wall Street Journal reported that GM had purchased some ultra-expensive Super Bowl commercial airtime to promote its electrified Hummer in an advert featuring celebrity athlete LeBron James. The newspaper reported that the new Hummer line would be included within its GMC brand, rather than resurrect the Hummer brand, which was discontinued in 2010.
GM has released a handful of short videos promoting the return of the military-style vehicle ahead of the Super Bowl advert, named “Quiet revolution”.
The videos feature an electric pickup truck under the Hummer name (GMC Hummer EV) boasting 1,000 horsepower, 11,500 pound-feet (15,600NM) of torque, and capable of reaching 60mph (97km/h) in three seconds while producing minimal noise and zero emissions. The videos appear to emphasise that none of the Hummer’s power, heft and imposing appearance (such as its iconic seven-slot front grill) have been sacrificed in the switchover...