Hummer makes a comeback as an all-electric sub-brand of GMC Brand’s previous image as the gas-guzzling, earth-stomping division of GM led to its demise Transition to a premium EV brand might appeal to truck/SUV buyers that are also EV enthusiasts -- but how big is that market?

After much anticipation, General Motors is unveiling the all-new GMC Hummer EV electric pickup truck, with an SUV to follow in the coming months. This is a reintroduction of the Hummer brand, which ceased production in 2010.

“The military-grade Hummer trucks and SUVs of the past were a status symbol due to their rugged reputation, though low fuel economy and an earth-unfriendly image, along with the Great Recession, led to the brand’s demise,” said iSeeCars Executive Analyst Karl Brauer. “It will be interesting to see if Hummer loyalists will make the leap from the brand’s traditional gasoline drivetrains to an all-new, all-electric vehicle.”

Where Will Hummer EVs Be Most Popular?

iSeeCars analyzed used vehicle sales to determine the areas where both used Hummers and electric vehicles were most popular.

States with Above Average Shares of Both Hummers and EVs

“Because Hummer drivers and EV drivers are two distinct consumer segments, the states that have the highest share of both could be the most likely to embrace the new Hummer EVs,” said Brauer.

Hawaii stands out as being the state with the highest shares of both Hummers and EVs. “It's difficult to imagine new Hummers being popular in states with high EV adoption rates, but Hawaii bucks that trend,” said Brauer. “It suggests previous Hummers were popular for beach or off-road adventures, despite Hawaii’s high gas prices.”

States with Most Used Hummers

iSeeCars identified the top 10 states with the highest share of used Hummers.

The state with the highest share of used Hummer vehicles is Kentucky. “Kentucky has many popular off-road destinations, and its population is more interested in trucks and SUVs than the average state,” said Brauer.

States with Most Used EVs

iSeeCars also identified the states with the highest share of used electric vehicles.

The state with the highest share of used electric vehicles is California. “It’s no surprise that California has the highest share of used electric vehicles in the country, as the state was the first to adopt a Zero-Emission Vehicle (ZEV) program, which has since been adopted by several other states,” said Brauer.

Hummer Pricing Analysis

iSeeCars compared the price of used Hummers to trucks and SUVs from similar model years.

The average used car price of a used Hummer is $19,270, which is more than double the price of the average used car from similar model years up to 2010. Moreover, the average price of an SUV from similar model years is $8,497, and a pickup truck that is at least 10 years old has an average price of $11,713.

While the pricing for the new Hummer hasn’t been announced yet, it is estimated to have an MSRP starting above $75,000. “A new GMC Hummer EV will likely cost nearly double the price of the average new car,” said Brauer. “Used car prices show there is continued demand for these vehicles, and consumers are willing to pay a premium for the Hummer brand,” said Brauer.

Conclusion

The all-new GMC Hummer revives an old model and is intended to help usher in a new vehicle era. “The original Hummer represented the most extreme aspect of the 2000-2010 SUV craze. The new GMC Hummer EV will set out to shed the brand’s gas-guzzling reputation while looking to capitalize on the growing interest in electric pickups and SUVs,” said Brauer. “We’ll see the typical rush to buy one when the new Hummer brand launches, but will there be sustained demand for a high-priced, all-electric truck and SUV? Even Tesla’s Model X isn’t exactly the brand’s best seller. Hummer has a lot of brand recognition and remains popular in the used car market, even after 10 years out of production. Whether or not that translates to sales of a modern EV version remains to be seen.”

Methodology

iSeeCars.com analyzed over 12 million used cars sold between January and September 2020. For each US state, the number of used Hummer vehicles was expressed as a share of the total number of used cars sold in the state; a similar share was calculated for electric vehicles (EVs). The percentage share of both metrics was compared to the overall national average to find the states whose shares were both greater than average. The average price of Hummers was also calculated nationally, as were the average prices of SUVs and Trucks (excluding Hummers) from model year 2010 or older.

About iSeeCars

iSeeCars.com is a data-driven car search and research company that helps shoppers find the best car deals by providing key insights and valuable resources, including the iSeeCars VIN Check report and Best Cars Rankings. iSeeCars has saved users over $406 million so far by applying big data analytics powered by over 25 billion (and growing) data points and using proprietary algorithms to objectively analyze, score and rank millions of new cars and used cars.