Is The Hummer Coming Back? GM To Debut All-Electric Pickup Version During The Super Bowl

General Motors (GM) has bought airtime during the Feb. 2 Super Bowl in order to showcase an all-electric pickup version of the Hummer, the Wall Street Journal reported Friday. The advertisement will feature NBA star LeBron James, who will promote the Hummer’s comeback, with the vehicle discontinued by GM in the late 2000’s.

The electric Hummer model will likely go on sale by early 2022, and will be under the GMC brand. The electric Hummer could be competition to Tesla's Cybertruck, which debuted in November.

The Hummer was originally a military style SUV, and had received a major celebrity endorsement from then-action movie star and bodybuilder Arnold Schwarzenegger. GM stopped production in 2009, as the company filed bankruptcy. The Hummer brand had become controversial, due to the vehicle’s poor fuel efficiency, bulky size and safety concerns. Hummers were also criticized due to the large amounts of carbon dioxide the vehicles emit.

GM is making large investments into electric vehicles, with CEO Mary Barra saying in October 2017 that the company would launch 20 new electric vehicles globally by 2023. The 2020 Chevrolet Bolt EV, for example, will offer 259 miles on a full charge and has a starting price $36,620.

GM also announced in December that the company will build a $2.3 billion electric vehicle battery plant in Lordstown, Ohio.