Long before it was the preferred choice of propulsion for Arnold Schwarzenegger and hip-hop royalty, the Hummer (specifically the Humvee) was primarily designed for military use and transporting troops. In the 2000s, it became the ultimate symbol of excess before the brand was killed off by a cash-strapped General Motors.
Since then the nameplate has made a return under GMC and, while the macho styling and oversized demeanor remain, it's an entirely different animal. The all-electric replacement has gone down a treat, and GM can barely keep up with the demand - despite an eye-watering estimated price tag of $84,650 for the Hummer EV Pickup.
Keen on cashing in on the Hummer mania, GMC has teased a rather unusual new collaboration.
Shared via the company's Twitter page, an eleven-second-long video shows an Edition 1 pickup thundering down a deserted road, kicking up plenty of dust as it flies by. As it hurtles off into the horizon, the dust reveals a symbol that gamers will be all too familiar with: the Call of Duty skull.
The accompanying caption reads, "What you never saw coming, is coming. Tune in 9.15.22 to @CallofDuty Next at 1 p.m. ET to see." Of course, GMC and Call of Duty haven't revealed much else, in the hopes of drumming up excitement and anticipation on September 15.
This aligns with another announcement from the gaming franchise, which is set to detail the series' future, through an event known as Call of Duty Next. So, what has this got to do with the Hummer?
The popular game has never been about cars; it's a first-person shooter. However, players have been able to use vehicles to navigate war zones, for example. The battery-powered off-roader will, presumably, make an in-game appearance as a drivable vehicle. All will be revealed in the coming days, though, and should prove exciting for gamers and off-road enthusiasts alike.
Interestingly, it's not just virtual militaries that have expressed an interest in the GM Hummer EV. As the United States federal government aims to reduce its carbon emissions, various departments are aiming to replace their current fleets with electric vehicles by 2035. The Department of Defense isn't immune to this and has recently requested a battery-powered vehicle for evaluation.
As we've previously reported, GM Defense will utilize its Ultium battery system and the Hummer's platform as the foundation for this specialized test vehicle. Currently, its purpose is unknown, but we can't imagine an electric vehicle would be practical in an isolated war zone.
Interestingly, this isn't the first time Call of Duty and the automotive world have collided. In August, the gaming franchise announced it will soon introduce Singapore's Marina Bay Grand Prix circuit to the Modern Warfare II installment, not as a racetrack but rather as a war zone. It's an interesting addition, but not surprising. After all, we're in the era of unlikely collaborations and partnerships.
