Hummer and Cadillac plotting launch as EV brands
General Motors’ US brands under study for European return, possibly paving way for Aussie launchGeneral Motors is considering relaunching both Hummer and Cadillac in Europe as standalone EV brands, which could see them eventually launch in Australia.
According to newswire Automotive News, the motivation behind the relaunch of the Hummer off-road brand and Cadillac luxury marque is GM’s lack of presence in the Old Continent following the sale of both Vauxhall and Opel to PSA Group (now part of Stellantis).
Sources close to GM say that the first vehicle to return to European markets will be the 2023 Cadillac Lyriq EV, which has just gone on sale in the US.
If successful, GM will roll out the 2023 GMC Hummer EV in Europe.
There’s no confirmation yet on whether the Lyric or Hummer will be sold in the UK, which would pave the way for an Australian launch via General Motors Specialty Vehicles.
No official comment has been made on the move back in to Europe by GM, but the US car giant's boss Mary Barra has fuelled speculation by saying: “About five years ago, we sold our Opel business to what is now Stellantis and we have no seller’s remorse from an internal combustion business.
“But we are looking at the growth opportunity that we have now because we can re-enter Europe as an all-EV player. I'm looking forward to that.”
Currently, GM does have a limited presence in Europe selling the Chevrolet C8 Corvette and even some Cadillac models via a small dealer network dotted around the region, but the latest reports suggest the introduction of a far bigger network to support both the Lyriq and Hummer.
No timescale has been released on when the brands’ rollout will begin.
Back in 2008, Cadillac was primed to launch in Australia before last-minute plans were scuppered by a slump in the luxury car market.
Hummer, meanwhile, did enjoy a toe-in-the-water exercise with its baby Hummer H3 that was launched in 2007 but sold in small numbers before GM shuttered the brand in 2010.
Related: WATCH: GMC Hummer EV tackles world's toughest off-road trail
Related: All-electric GMC Hummer SUV unwrapped
Related: Cadillac Lyriq starts GM’s EV roll-out
Related: CES 2022: Cadillac InnerSpace a ‘vision of the future’
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