The dust surrounding GM’s decision to shutter the HUMMER brand had just about settled when new rumors of select models living on under a different General Motors brand. Posts over on ClubHummerOffroad.com suggested that GM may be considering releasing the H3 and HX model under the GMC nameplate. A source close to the matter said that the option was discussed, but that there are no plans to release any HUMMER models with a GMC badge anytime soon.
From the beginning, GM wondered if it was necessary to have an entirely separate brand for HUMMER. Mark LaNeve, who was GM North America VP of sales at the time, told us that they had played around with giving HUMMER models names like “Moab” – and had also considered launching them alongside a current brand like GMC. GM ultimately decided to position the brand not only as the most capable off-road vehicle on the market, but also as a luxury class vehicle – which meant dealerships would need to offer a higher-end buying experience than most GMC dealerships are predisposed to.
As far as the possibility of once-HUMMER models entering GM dealerships of any kind in the near future, don’t hold your breath.
First, under the conditions of the government bailout, GM was forced to consolidate brands since investigators believed they were spreading themselves too thin. Don’t expect GM to jump back in the off-road segment before dealers even run out of new HUMMER inventory.
Second, our source tells us that no work is being done on the HUMMER line – and in order to meet the regulatory and CAFE hurdles coming in the next few years, the “old (HUMMER) architectures need big investment,” even if they were to be released under a different badge.
Regarding the return of HUMMER: “I’ll never say never,” said Nick Richards – HUMMER’s communication manager who now heads Chevy Volt’s product communications.
If GM did decide they wanted to be back in the HUMMER game, it would most likely be after a great deal of time – years and years.