General Motors officials have never publicly said why they decided not to invest in Rivian, the Plymouth, Mich., startup brand that plans to market the stylish electric R1T pickup and R1S SUV this year.
Could it be that while GM and Rivian were talking last spring about how the two companies might work together, GM officials realized they already had a brand that would be perfect for high-performance EVs?
Less than a year later, GM made it official that the Hummer name is returning on an electric super-truck packing 1,000 hp and 11,500 pound-feet of torque. During Sunday's Super Bowl, GM aired three teaser spots showing a futuristic new version of the Hummer's trademark slotted grille.
Although the business case for an electric pickup is shaky at best — and I have been a vocal critic of electric trucks — using the Hummer name not only makes perfect sense, it's a very smart and shrewd move that has many interesting angles.