General Motors said pickup sales make up half of its North American revenue. That's why it has big plans for the upcoming new GMC Hummer all-electric pickup.
GM will reveal the Hummer on May 20 and it will be the best on the market, the company promises.
"We're here to win, not only compete," said GM President Mark Reuss during GM's annual Capital Markets Day on Wednesday. "Whether or not we are first on the market, I am confident we will be best on the market."
Early last month, GM said its GMC truck brand would begin building a 1,000-horsepower electric Hummer truck in Detroit next year.
The pickup will reprise the retired Hummer brand's recognizable looks but instead of its former gas-guzzling engine, the new vehicle will have a zero-emission electric drivetrain.
GM is spending $2.2 billion at its Detroit-Hamtramck assembly plant to produce the Hummer and other electric vehicles. It will be GM's first EV-only plant and is expected to employ 2,200 when all vehicles are in production.
The Hummer is expected to go on sale in the second half of 2021. GM gave consumers a peak at it in a commercial during the second quarter of the Super Bowl on Sunday.
Reuss said the Hummer electric pickup will "change minds about what an EV can be when it's revealed."
For example, GM will offer it in one-motor, two-motor and three-motor versions, which will offer consumers ranges of performance at different price points, Reuss said.
"If the customer wants a basic package, we'll have that," said Reuss. "If the customer wants true off-road capability, and towing capability, we'll have that, too."