In the early 2000s, the Hummer was a symbol of gas-guzzling militaristic excess. Now, General Motors is reviving the Hummer brand — this time as an electric pickup.
U.S. Army 3rd Infantry Division Scout Humvees — the military vehicles that inspired the civilian Hummers — move deeper into Iraqi territory on March 23, 2003.U.S. Army 3rd Infantry Division Scout Humvees — the military vehicles that inspired the civilian Hummers — move deeper into Iraqi territory on March 23, 2003.Then GM heavily promoted the Hummer and the slightly less-gigantic H2 as America was launching the war in Iraq.
"Advertisements for the GM Hummer were appearing in between CNN segments on the invasions," Padgett says."What other consumer product has launched in such a controversial way, at such a controversial time?" If the rise of the Hummer was a sign of the times, its electric revival is a sign of how times have changed.
Americans are, once again, wild for giant trucks and SUVs. But Tesla definitively proved that electric cars are not just an experiment. And — inspired by Tesla — carmakers are making"I have this theory that the electric car segment is getting bro-ified," Padgett says."They're appealing to a very masculine demographic and they're doing it overtly."
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