General Motors has a design concept for a midsize electric pickup truck wearing the Hummer name, according to trade publication Automotive News.
Citing “people familiar with the matter,” AN reports that “GM believes the Hummer brand has great recognition and a strong following, so a smaller Hummer that is still brawny would be a logical extension.”
GMC parent General Motors has pursued a top-down strategy in building its recent electric vehicles.
It spent several years developing its Ultium platform. A nearly-flat construction of batteries, electric motors, suspension, and steering components, Ultium serves as the basis for many different-sized vehicles.
Then it launched the first Ultium products at the high end of the market. The six-figure Hummer EV Edition 1 pickup came first, followed by the Cadillac Lyriq luxury SUV.
Ultium is gradually growing less expensive to build as the company expands production. Within the next two years, GM plans to bring to market a Chevy Silverado EV with starting prices between $40,000 and $100,000 depending on trim and options, a mid-priced Chevy Blazer EV, and finally, a Chevy Equinox EV that could carry a price tag as low as $30,000 (before a possible $7,500 federal EV tax credit).
That top-down strategy could work at GMC as well. Last night, the company unveiled a Sierra EV pickup that could be priced as low as $50,000 in some versions. A midsize truck would make a logical next step.
And America has shown a demand for smaller trucks. The first production year of Ford’s compact Maverick sold out in weeks. The second sold out in six days.
