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Concept
Hummer
Summary
Hummer (stylized as HUMMER) is a brand of pickups and SUVs that was first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. Although discontinued in 2010, Hummer returned as a sub-brand of GMC in 2020. In 1998, General Motors (GM) purchased the brand name from AM General and marketed three vehicles: the original Hummer H1, based on the military Humvee, as well as the new H2 and H3 models that were based on smaller, civilian-market GM platforms.
By 2008, Hummer's viability in the economic downturn was questioned. Rather than being transferred to the Motors Liquidation Company as part of the GM bankruptcy in 2009, the brand was retained by GM, to investigate its sale. No final deal was made, and in 2010, Hummer dealerships began shutting down.
The nameplate returned to the marketplace for the 2022 model year not as a separate make brand, but as electric pickup truck and SUV models sold under the GMC brand as the "GMC Hummer EV". The pre-production versions of the EV began November 2021 after a $2.2 billion investment to build a variety of all-electric vehicles in GM's Detroit-Hamtramck assembly plant.
AM General had planned to sell a civilian version of its Humvee as far back as the late 1980s. Having the same structure and most mechanical components, the civilian Hummers were finished in automotive gloss paint, adding passenger car enhancements such as air conditioning, sound insulation, upgraded upholstery, stereo systems, wood trim, and convenience packages. The civilian model began in part because of the persistence of Arnold Schwarzenegger, who saw an Army convoy while filming Kindergarten Cop in Oregon and began to campaign and lobby for a civilian version to be available on the market.
In 1992, AM General began selling a civilian version of the M998 Humvee vehicle to the public under the brand name "Hummer". The first two Hummer H1s to be sold were purchased by Schwarzenegger.
In December 1999, AM General sold the brand name to General Motors, but continued to manufacture the vehicles.
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