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Hummer officially returns as an EV with 1,000 hp in Super Bowl ad

Hummer, the iconic, controversial and long-dead truck and SUV maker, returned this Sunday in a Super Bowl ad that previewed its comeback under the GMC brand. General Motors announced the move and teased the vehicle with a series of clips (below) Thursday morning, confirming reports of Hummer's resurrection that have simmered for months. The bane of environmentalists in the early 2000s, Hummer is recast as an electric-only truck capable of a jaw-dropping 1,000 horsepower, 11,500 lb-ft of torque (we believe this figure to be wheel torque) and a sprint to 60 mph in 3 seconds. “We came to play ball,” a spokesman deadpanned in an interview with Autoblog. Electric range was not revealed. The teaser shots show a grille that recalls old Hummer vehicles, though the look is updated with flashy lights. GM will build the reborn Hummer at the Detroit-Hamtramck factory in Michigan that was once thought to be set to close. It will be revealed May 20 at an event, possibly in Las Vegas. The truck will be available in fall 2021. “GMC builds premium and capable trucks and SUVs and the GMC HUMMER EV takes this to new heights,” Duncan Aldred, vice president of Global Buick and GMC, said in a statement. “We are excited to debut our revolutionary zero-emissions truck during the biggest night in TV advertising.” The Super Bowl ad aired just before halftime in the United States and featured Los Angeles Lakers star LeBron James.  In a statement, he said: “Teaming up with GMC to introduce the Hummer EV is a natural fit. Everyone knows about my love for Hummer since high school and IÂ’m proud to be a part of announcing the new EV model. The truck may be quiet, but the performance numbers speak for themselves.” Hummer will take aim at a slew of electric truck and SUV makers, including Rivian, which announced Wednesday plans to help build LincolnÂ’s first electric vehicle in its partnership with Ford Motor Co. Hummer will also face off against the Tesla Cybertruck, BollingerÂ’s EVs and other competitors.    GM shuttered Hummer in 2010 after trying to sell the brand to Chinese investors as it shed units during its historic bankruptcy and restructuring.  With today's announcement, GM issued a truckload of videos on the new Hummer:    

Picture yourself rolling in Tupac Shakur's 1996 Hummer

UPDATE: Tupac Shakur's Hummer blew away estimates, selling for $337,114 according to the auction site. It's been nearly 20 years since the renowned rapper Tupac Shakur was gunned down at the height of his fame. One of the last vehicles he ever purchased, this 1996 AM General Hummer in a four-door pickup configuration, is now being sold by RR Auctions. Since 1996, it hasn't covered much ground. The odometer reads just 10,101 miles. A bunch of upgrades, like driving lights, a sound system and external PA, and diamond-plate bumpers, are present and were allegedly added by Shakur. The Hummer has a 6.5-liter turbodiesel V8 and automatic transmission. According to the seller, after being owned by Shakur and then, after his death, his mother Afeni Shakur, the Hummer went through a variety of owners. This includes BET, which gave the car away during a raffle in 2003, the owners of Havenotz Entertainment, and the mother of the rapper Yaki "Prince" Kadafi who was a "godbrother" of Shakur. The included vanity plate reads "YAKNPAK", a nod to both Kadafi and Shakur. The vehicle is currently in Canada. Bidding opens on May 12th and ends on May 19th, and RR Auctions estimates it'll sell for more than $100,000. Related Video: News Source: RR Auctions Celebrities GM Hummer Auctions SUV Diesel Vehicles Off-Road Vehicles

Luxury carmakers make way more than just cars

Whether it's as simple as Ferrari offering model cars or as opulent as Bugatti with an $84,000-belt buckle, practically every automaker does more than just sell cars to keep their brands visible. The profits from these ventures might not be enough to keep the lights on, but in such a competitive industry, any extra cash is welcome. For the automakers that get licensing just right, there is a ton of profit to be made. According to a recent story examining the practice by The New York Times, Ferrari makes around $2.6 billion from merchandising each year, and General Motors tops that at $3.5 billion. Beyond just a profit center, merchandising can also protect an automaker's name. Take Hummer for example. The GM division shut down years ago, but it has continued to produce licensed cologne on sale around the world. "Because we still have the active fragrance, we're protecting the brand if we ever decide to bring it back," Gene Reamer, a GM licensing senior manager, told the Times. The whole piece is a fascinating look into this often ignored, but quite lucrative facet of the auto business. Read it for yourself, here. Related Video: News Source: The New York TimesImage Credit: Luca Bruno / AP Photo Design/Style Earnings/Financials Marketing/Advertising Read This Ferrari GM Hummer branding