Home News GM planning off-road blitz to maximize Hummer momentum

GM planning off-road blitz to maximize Hummer momentum

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GMC Hummer EV teaser video mystery end image

With all the attention that has been placed on the recently unveiled Ford Bronco, it can be easy to forget other rugged off-road entries are chomping at the bit for their slice of the spotlight. Following GM’s recent announcement that the 2022 GMC Hummer EV pickup will be making its digital debut this fall, a new report suggests that this truck will be the spearhead in a broader attempt to take over the off-road segment.

The report comes via the folks at Muscle Cars & Trucks, with the publication claiming that GM will be aggressively looking for new ways to expand its off-road vehicle lineup, including a possible expansion of the Hummer sub-brand.

This closely follows on the heels of news that appeared during the company’s Q2 Earnings call with GM CEO Mary Barra. During that call, Barra revealed that the company sees “true capability” with Hummer, GMC and Chevrolet in regards to their off-road potential, while also revealing that off-road vehicles are “important to customers” and that the company will continue to expand its offerings in this niche segment.

But that does not mean the Hummer will be ready to formally duke it out with the Jeep Wrangler and the Ford Bronco in this regard. Instead, it appears that GM is targeting rivals like the Rivian R1S and R1T as well as the Bollinger B1 and B2 — especially when you consider its role as being a very potent example of being a rolling showcase for the company’s Ultium battery technology.

Instead, we suspect that GM’s expansion efforts will initially focus on established workhorses like the Silverado. While the Silverado Trailboss variant is already a very capable off-road entry, it faces steep competition not only from the Ford Raptor but also an impending challenge from Ram, when the Rebel TRX will eventually make its way onto the landscape.

The TRX in particular will be the first time the 6.2-liter supercharged V-8 will make its way into a production off-roader, and it will undoubtedly be a potent benchmark for others to look up to when it arrives.

There are, of course, other avenues that GM could follow in its efforts to widen its off-road profile, but all roads ultimately lead back to the Hummer EV, and we will have to wait until that model debuts this fall to help get a rough sense of where GM is going with this initiative.

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