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General Motors has tried to cast Hummer in a greener light before

Rumors claim General Motors will resurrect the Hummer name on an electric pickup truck by 2022, and GM allegedly will preview the model with an ad starring basketball star LeBron James during the 2020 Super Bowl. If accurate, the move would represent a stunning 180-degree turn for a nameplate long associated with war-like gas-guzzlers. It wouldn't be the first time the automaker has tried to cast Hummer in a greener light, however. In 2004, when mass electrification looked as realistic as George Jetson's flying car, Hummer collaborated with Quantum Technologies to build a one-off H2 SUT named H2H powered by hydrogen. Engineers modified the stock H2's 6.0-liter V8 to run on compressed hydrogen stored in three carbon fiber tanks, and added a supercharger to offset the loss of power. The eight-cylinder made 180 horsepower, compared to 325 horsepower in the gasoline-powered model, and the truck's 12-pound hydrogen storage capacity gave it a 60-mile range. "The H2H was created for two purposes. It brings focus and attention to the journey to a hydrogen economy, and it will provide GM with key learnings on hydrogen storage, hydrogen delivery systems, and hydrogen refueling infrastructure development," explained Elizabeth Lowery, the company's then-vice president of environment and energy. She emphasized the H2H's experimental vocation and said there were no plans to bring it to production. Actor, then-California governor, and devout Hummer fan Arnold Schwarzenegger celebrated the H2H as a vision of the future after taking it for a spin. It didn't have much of a future, as it turns out, and it remained a prototype. Fast-forward to 2009, less than a year before Hummer shut down after the Chinese government vetoed a proposed sale to Sichuan Tengzhong Heavy Industrial Machinery Company. General Motors teetered on the brink of bankruptcy, it had much bigger worries than Hummer's fuel economy, so the task of making a greener truck fell into the lap of suppliers. FEV and Raser joined forces to build a plug-in hybrid prototype based on the H3. Its powertrain was built around a turbocharged, 2.0-liter EcoTec engine related to the unit found in the Chevrolet HHR SS and the Pontiac Solstice GXP, among other cars. In this application, it powered a 100-kilowatt generator that zapped a 268-horsepower electric motor into motion. Output traveled through the H3's stock four-speed automatic transmission and four-wheel-drive system, including the transfer case.

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

Hummer EV to be sold at only about half of GMC dealerships

The new 1,000-horsepower Hummer EV will be sold under the GMC brand, but you won't find it in every GMC showroom. Currently, just about half of GMC's dealers have agreed to take on the electric truck, Buick GMC VP Duncan Aldred told investors on a conference call last week. According to Muscle Cars and Trucks, there are a number of reasons for the irregular availability. For one, there's the cost of upgrading dealerships to sell and service a fully electric vehicle. Stores would need to be upgraded with charging stations, and service centers would require new tools and training to work on an EV. Then there's the customer experience. At $112,595, the initial Hummer EV Edition 1 caters to a different clientele than the traditional GMC truck. The planned EV3X trim level that arrives in late 2022 and EV2X arriving in spring 2023 will start at just below $100,000 and $90,000, respectively. Some sellers believe that customers paying six figures for a vehicle will expect certain niceties that will necessitate showroom upgrades as well. Complimentary doughnuts, at least. Furthermore, not all GMC dealerships are located in areas with customers willing to shell out that much cabbage for a new vehicle, especially an EV. An $80,000 base trim will be available in 2024, so perhaps more dealers will be willing to take on the truck by then. Finally, there's the Hummer EV's no-haggle pricing. Aldred was adamant on the call that customers see the same price on the internet as they do on the paperwork. It's part of the premium dealership experience that GMC wants to provide for its well-heeled clientele. Still, GMC appears to have no problem moving all the Hummer EVs it can build. Even with its lofty price tag, all Edition 1 trucks were sold out 10 minutes after GMC's announcement. Related Video: