The Hummer brand signals military machismo with emphasis on isolationist individualism and little to no regard for the environment.

An electric Hummer counters that brand signaling in unexpected and, for me, surprisingly welcome ways. Converting a large gallons-to-the-mile ICE to an emissions-free electric drive train shows a willingness to cannibalize a previously successful marketing brand with a more responsible offering.

Ideally, the EV Hummer would offer comparable or better performance than the ICE, though achieving such will likely take further research and investment.

Such manufacturing and marketing moves, though late in coming, are laudable and I sincerely hope such companies blow through their wildest sales projections in the EV market.