Zero Emissions And Zero Limits

Pushing the Limits of Transportation.

Moving to a fully electric platform is an incredible feat- we wanted a color and trim strategy that was equally as bold and dynamic. We drew inspiration from the historic ventures of lunar exploration and expanded on it to determine the aesthetic of modern adventure. This color and trim strategy is driven by the wants and needs of our consumer, the urban navigator, to empower their journeys like nothing else on Earth.

Press Video: 2022 Hummer EV: Meet the Team Behind the Supertruck

    • Designer: Tara Magee

    • Lead Designer: Liz Wilkins

    • Manager: Brett Golliff

    • Director: Erin Crossley

    • Executive Directors: Sharon Gauci & Phil Zak

    • GMC Marketing

    • Brand Strategy

    • Customer Personas

    • Color, Material and Finish Design

When beginning a program, understanding our consumer and who we are designing for is the most important step of our creative process. The GMC Hummer EV’s consumer is what we identified as the Urban Navigator. They are an urban or suburban professional with a love of the outdoors. Their Hummer is their premium “Do Everything” vehicle. Our strategy for the Hummer was to create a color palette that is bold, capable and dynamic. It bridges the worlds of nature, lunar exploration and advanced technology.

Materials used on the Hummer EV had to be of course durable and ready for all adventures, but we also wanted it to be technical in feel with a fresh execution. The interior is dynamic featuring elevated grains and clean finishes. We utilized cut and sew materials with a technical grain and paired it with bold decor finishes like Tech Bronze to enhance the design of the interior. This interior led the way for a technical grain development and pushed the boundaries for our testing and what is possible.

The Edition 1 interior is named Lunar Horizon. It features a dramatic and high contrast interior with a Light Grey and Jet Black environment with Tech Bronze accents. The second interior offers a much darker palette, named Lunar Shadow. It has an earthy interior combination of Taupe and Jet Black with Tech Bronze accents.

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