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The Hummer Collides With the New Normal

Written By Brian Hicks

Posted February 25, 2010



H1, H2, or H3, I can’t say that the Hummer brand ever did much for me.

Too big……too boxy….and way too much money. Personally, I’m more of a CJ7 kind of guy…the old one with the big round headlights.

Even still, they sold far more Hummers than I ever would have imagined. But when the price gas shot through the roof and housing bubble popped the Hummer’s days in the sun suddenly became numbered.

Now even the Chinese have said “no thanks”…

From the BBC News by Jorn Madslien entitled: Hummer’s demise a sign of the times

Hummer’s suffering is about to be ended.

The lumbering giant is being put down by patriarchal General Motors, the American motoring giant 61%-owned by the US government.

It is a sign of the times.

The former favourite of Moscow’s moneyed, and the wheels once favoured by California Governor Arnold Schwarzenegger, has been hit by a double whammy of tighter belts in some of its markets and a dramatic shift in public opinion in others.

Large gas-guzzlers are increasingly being shunned by frugal, environmentally aware, or simply fashion conscious punters eager to downsize their modes of transport.

As a symbol of conspicuous consumption, or of a lack of regard for the environment, the Hummer makes its owners look distinctly out of touch with the current public mood.

It seems even the Chinese authorities are steering clear of the beast.

“The brand proposition of Hummer itself goes against the strategic outline of the Chinese government, which is mainly that they want to produce energy-efficient vehicles,” explains Klaus Paur, North Asia director for market research company TNS.

Which might go some way to explain why Chinese firm Sichuan Tengzhong Heavy Industrial Machines pulled the plug on an earlier agreement to buy the brand, having failed to gain clearance from Chinese regulators.”


Hummers, granite counter tops, trips to Mexico, and your own cement pond out back.

Boy those were the days. Too bad they aren’t coming back anytime soon.

Welcome to the new normal my friend.

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