In 2005, General Motors (GM) introduced the smallest version of the Hummer, known as the H3. This new model was based on Chevy’s recently released Colorado compact pickup truck, which replaced the outdated S-10. GM also launched a fresh advertising campaign aimed at a wider demographic. A spokesperson for the brand stated that the H3 was an “approachable vehicle that will appeal to introverts, extroverts, vegans, and carnivores.” Surprisingly, the H3 indeed managed to attract a diverse range of consumers. In 2006, a record-breaking 71,524 Hummers were produced. However, this success would be short-lived.

Despite the H3 offering better fuel efficiency compared to the larger H1 and H2 models, it could only achieve around 16 miles per gallon at a time when fuel prices were rising, and the economy was reeling from the bursting of the housing bubble and the subsequent Great Recession. In 2009, GM filed for bankruptcy and attempted to sell the Hummer brand. Unfortunately, no buyers expressed interest, leading GM to make the tough decision to discontinue the brand entirely.

Many enthusiasts believed that this would mark the end of the Hummer legacy. However, GM surprised everyone in 2020 when it announced the return of this massive off-roader as an electric vehicle. In 2022, the Hummer made its triumphant comeback as the Hummer EV (HEV), a model included within GM’s GMC truck brand. While the all-electric powertrain reflects current social norms, the rest of the vehicle remains true to its Hummer roots. The HEV weighs over 9,000 pounds, carries a price tag well above $100,000, and boasts impressive off-road capabilities, with up to 16 inches of ground clearance. Perhaps, history does repeat itself after all?