NBA star LeBron James teams up with GMC to lead a “Quiet Revolution” in the American brand’s Super Bowl LIV ad, which promotes the upcoming Hummer EV pickup truck. Yes, it’s an electric vehicle. As James shares in a subsequent ad (which won’t air during the Super Bowl but is embedded below), “the real revolutionaries … understand that strength is never enough. Evolving, imagining, seeing the world not how it is but how it could be; that’s how true greatness is realized.” No doubt, relaunching Hummer as an electric vehicle is an imaginative way to evolve the brand. Or is that sub-brand?
Unlike its previous incarnation of Hummer, General Motors is slotting the nameplate under GMC. The first model to don the Hummer badge is a pickup truck that GMC claims will deliver 1,000-horsepower from its electric powertrain. It’ll also manage to accelerate to 60 mph in 3.0 seconds, per the brand. While the Hummer EV forgoes an internal-combustion engine, the battery-electric pickup is sure to offer the extreme off-road capability of its gas- and diesel-powered forebears. Expect the model to wear chunky tires and sport short overhangs when GMC unveils it on May 20, 2020.
For now, the brand is showing only a small glimpse of the truck’s front end, which appears to feature LED headlights that span the width of the vehicle, wide fenders, and an upright windshield. In short, it looks like a natural evolution of the old Hummer H1, H2, and H3 SUVs and pickups.
Check out the Super Bowl ad, plus a behind-the-scenes look with LeBron James, to get a glimpse of the GMC Hummer EV’s LED headlights in action:
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