Midsize trucks, full-size trucks, compact trucks, off-road trucks, commercial trucks… I thought I had a grasp on it all until this concept of the “supertruck” rose to fame. Now, I’m learning a whole new category of truck that has turned out to be pretty difficult to pin down, and that’s because it seems like every system and group—from AI to automakers themselves—isn’t quite sure what a supertruck is.
Give it a quick online search, and you’ll get all sorts of answers, from those claiming supertrucks are just capable of hauling or towing a ton of stuff to those saying they have to be really fuel efficient to others saying they’re always off-road-ready. If the world can’t figure out what a supertruck is, it’s no wonder that even two competitors—the GMC Hummer EV Pickup and Tesla Cybertruck—are so different in strange and unexpected ways. They even have conflicting features within themselves, hence why no Tesla or GMC dealer can provide a definitive driver profile.
From what I gathered, manufacturers at least think a supertruck should stand out in some ways that most trucks can’t; some would even say it should have “superpowers.” As I got to know the Hummer EV Pickup and Cybertruck better, the more I learned, the less I understood the identity of either one. Below, I’m going to cover some of the standout features of both that, while impressive, all feel a little mismatched and random.
The GMC Hummer EV Pickup: A Tech Mech
Let’s start with the Hummer EV Pickup. We won’t look at the SUV version of this model because we are specifically comparing supertrucks, but it’s worth knowing that the revived Hummer comes in two forms. The Hummer naturally has its roots in the military, but the Hummer EV Pickup sort of feels to me like an attempt to mimic the Jeep Wrangler. The main reason I say this is because of its Infinity roof, which is a set of four modular sky panels that you can completely take away when you want an open-air experience.
You can even neatly stack these panels in the front trunk, and the Hummer EV Pickup comes with straps to secure them in place. The I-bar (the central bar across the roof that holds these panels in place) can also come off. There’s no denying that this resembles the multitude of removable and adjustable panels of a Jeep Wrangler. So, at first glance, it would appear that GMC is going for a more rugged, gritty, and truly ready-for-adventure off-road vehicle.
Here is where things take a turn. Between its boxy and intimidating military frame and its open-air options, you feel like everything about the Hummer EV Pickup is authentic. You could pull up to some very remote destinations or secret camping spots and impress some seriously adventurous and alternative types of folks who haven’t seen “the grid” or a Matcha latte in a long time. The Hummer EV Pickup also borrows the MultiPro tailgate from some of GMC’s other trucks; this is a distinctly work-ready feature for contractors, builders, farmers, and the like.
But then there is one feature that would probably be slightly embarrassing to activate in the boonies… and I’m talking about elements of the Bose sound system. Yes, it’s a terrific 14-speaker system with the brand’s beloved centerpoint technology that immerses you in your tunes, but GMC went a step further with its EV sound enhancement technology. Put simply, this technology makes what can only be described as synthetic “vroom vroom” sounds to make sure you feel like you’re driving a big, muscular, and intimidating military truck.
When you shift your Hummer EV Pickup into Terrain Mode, you’ll hear a heavier base tone that GMC says is made to help you feel connected to your environment. Whenever your torque increases, the sound will get louder to give you an audible clue that your Hummer EV Pickup is doing some impressive stuff. In Off-Road Mode, you will hear a deep rumble coming from the sound system, reminding you that you are not in the neat and safe streets of the city anymore.
Then there are the models with the “Watts to Freedom” Mode. Designed for closed courses, this mode lets you tap into peak torque for rapid acceleration that will take your breath away. I think the performance element of this mode is enough to excite drivers, but that sound system will kick in again, providing ambient noises you may or may not need. These include electric guitar riffs and a subwoofer creating vibrations.
Can you see how the Hummer EV Pickup is a little conflicted in its identity? Is it a rough-and-tumble, ready-for-anything, no-frills-required-here truck? Or is it a toy that plays somewhat patronizing sounds to make you sure you feel like a big tough adventurer? So between the Infinity roof (which feels like it’s made for wilderness excursions), the fabricated performance sounds (which feel like they’re made for children), and the MultiPro tailgate (which feels like it’s made for everyday industrious folks), the Hummer EV Pickup can sort of appeal to everyone—but in that way, could it possibly appeal to no one?
The Tesla Cybertruck: A Futuristic Behemoth
The Cybertruck has also made some diverse and confusing choices. Take one look at it, and it’s almost impossible not to think of a spaceship—or, at least, a kid’s drawing of a spaceship. It is sleek, impenetrable, and undeniably cold and sterile in appearance. It’s hard to believe that there would be any overlap between demographic groups who want a truck that almost looks like it belongs in a NASA museum and those who want a capable pickup truck, plain and simple.
In fact, you almost feel like Tesla itself doesn’t like the concept of a truck because the company has made such a point to hide the pickup bed, which is the only feature that would distinguish the Cybertruck as a truck. It is as if the bed is the brand’s dirty little secret. But the truth is, most truck drivers are not ashamed to drive a truck; in fact, most are proud of their trucks. #TruckLife
There are elements of the Cybertruck that don’t feel like they would appeal to anyone who likes something that looks almost like a diamond-forged space shuttle. For example, the Cybertruck has several terrain modes, one of which is Wade Mode, which increases the ride height to its maximum and pressurizes the battery pack, allowing drivers to navigate nearly-three-feet-deep water. But anyone who is going to buy something as expensive as a Cybertruck probably likes nice things, and people who like nice things don’t often like literally wading through muddy waters.
Tesla has also made a point to advertise that you can [supposedly] throw literally anything at the Cybertruck. Its panels are made from stainless steel, and its windows have shatter-resistant armor glass, as does the roof. That is a nice concept that most Cybertruck drivers will probably never put to the test. Once again, given the cost of this truck, I just don’t get the sense that its shoppers are the type to spend time in sloppy places or near frequently thrown objects, be they tools or baseballs.
So, What Are These Trucks? Who Are They For?
To be clear, it’s not out of the ordinary for an automaker to produce a work truck that has some luxury features or an off-road truck that has practical perks. My issue with these two particular supertrucks is that they don’t appear to have decided on a core identity; they’re hoping that a contractor happens to also be an off-roader who loves superficial niceties and museum-quality aesthetics. I don’t think any such person exists. Do you?
