Hummer, a brand synonymous with ruggedness and off-road capability, emerged as an icon of American automotive culture with its lineup of military-inspired vehicles. Originally developed by AM General for military use, the Humvee gained widespread recognition during the Gulf War in the early 1990s, capturing the imagination of enthusiasts with its rugged design and unmatched off-road performance. In response to popular demand, General Motors (GM) introduced the civilian version of the Humvee, known as the Hummer H1, in 1992. The brand expanded its lineup with models like the H2 and H3, offering varying levels of off-road capability and luxury amenities to cater to different consumer preferences. While the brand garnered a dedicated following for its commanding presence and go-anywhere capability, it also faced criticism for its large size and fuel inefficiency, particularly during a period of increasing environmental awareness. In 2010, amidst changing market conditions and concerns about fuel consumption, GM discontinued the Hummer brand. However, the Hummer nameplate was revived in 2020 with the introduction of the all-electric GMC Hummer EV, marking a new chapter for the brand focused on sustainable performance and cutting-edge technology.