The notorious Hummer will soon return, a decade after its first incarnation fizzled, thanks to General Motors' (NYSE: GM) aggressive upcoming push into the electric pickup truck and SUV market. The famous nameplate will appear on an all-electric off-road vehicle this time around according to early information. GM plans to launch an assortment of electric pickups and sport utility vehicles, with the Hummer as just one high-profile name. There are several signs this could be a smart move despite the risks.
One of the most distinctive vehicles to appear on America's roads in the 1990s and early 2000s, the Hummer is a civilian version of the military "Humvee" (HMMWV). Weighing in at a whopping 6,400 pounds or more, depending on the model, the vehicle was controversial for its environmentally unfriendly fuel efficiency of just 9 to 10 miles per gallon. People bought the vehicle both for its ruggedness and, in particular, a tax rule on vehicles weighing over 3 tons, allowing owners to take large deductions on their taxable income after buying a Hummer.
Hummer sales eventually tailed off, and GM tried to sell the brand to Chinese manufacturers. China's government interfered, the deal fell through, and GM officially ended production in 2010. By then tens of thousands of Hummers were on the road. Their blocky outline had become a familiar presence across America, and remains instantly recognizable to this day.