We’ve long talked about how HUMMER would make a resurgence under GM’s new structure, and it’s always centered around GMC. In fact, GM at one point considered never having HUMMER as a stand-alone brand, but rather releasing models under the GMC label (“e.g. GMC Moab). There were rumors in March about the GMC design studio producing a Wrangler-type competitor (read: HX/H4-like model) but naturally no one would confirm or deny those reports. Now, the new chief at GMC has gone on the record with Edmunds to say he wants to change the face of the brand, possibly through new products including “active all-road, Wrangler-esque type of vehicle.”
Duncan Aldred was named the US VP of GMC & Buick back in February, and a month later came the rumors out of the design studio of an Hummer-esque vehicle being worked on. If you haven’t already, check out the article from March that goes in-depth as to why this isn’t such a wild idea. We don’t believe timing isn’t coincidental, especially considering the latest quotes from Aldred.
“I have come here to do a job and change the face of the brand,” he told Edmunds. “We are looking at everything…What segments will grow? What segments will not? We are evaluating all possibilities that could really turbocharge the brand and the growth.”
In addition to the small off-road vehicle, a sub-compact crossover similar in size to the Buick Encore may also be in the works.
The bottom line is GMC is looking many different possibilities for new vehicles; not just in their current segments (which, primarily is shared chassis designs with Chevy). Aldred seems determined to make GMC stand alone, and a small, Hummer-type vehicle under the GMC nameplate would be one way of achieving that. Aldred would likely make a nice name for himself within the ranks if he was able to pull off a successful Jeep wrangler competitor, since the closest General Motors has ever come was in Hummer concept form.