GM factory launch ushers in Detroit's EV pickup campaign

General Motors takes a leap Wednesday towards its much-touted "all-EV" future when it officially opens its first electric pickup truck factory.

The auto giant will unveil Factory Zero, a 36-year old plant in Hamtramck, Michigan that has been retooled for electric vehicles (EV), commemorating the occasion with President Joe Biden.

The celebration at the Detroit-area plant comes ahead of initial commercial deliveries of the GMC Hummer Pickup, the first EV pickup by a Big 3 company as Detroit attempts to extend its dominance in the lucrative US truck market amid challenges by Tesla and newer upstarts. 

The EV Hummer pickup is the first of a spate of behemoths from Detroit's legacy carmakers going electric. Ford has unveiled an EV version of its top-selling F-150 pickup, while Chrysler owner Stellantis announced plans for an EV Ram pickup truck as part of a growing fleet.

It's been an accelerated push on the part of legacy companies in the wake of competition not only from Tesla, but from EV startups like Rivian that have soared recently on Wall Street.

With lofty profit margins, pickups are a proven cashcow for automakers, in part because of reliable demand from businesses such as construction and energy companies, as well as government buyers now under pressure to reduce their carbon footprint.

While Detroit can bank on EV pickup sales to such organizations, just how well the vehicles will resonate with rank-and-file consumers remains less clear.