Joseph White, Reuters »

GM confirmed that it plans to begin selling an electric GMC Hummer EV pickup under its GMC brand in the fall of 2021.

The relaunch of the Hummer name had previously been reported. The extreme power and three-second zero-to-60 miles per hour performance of the new Hummer’s electric drive system had not. Advertising for the vehicle will begin on Thursday today and rev up with a Super Bowl ad starring basketball star LeBron James.

Promoting a vehicle so long before it appears in showrooms points to a key part of the GMC Hummer’s mission: to spark fresh interest in GM and its products.

The Detroit automaker’s share price is stagnant and investor attention is focused on Silicon Valley upstart Tesla Inc , which now has a market capitalization more than twice its much larger rival’s.

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