Hummer To Join Fred, Be Not-Yet-Dead?

Illustration for article titled Hummer To Join Fred, Be Not-Yet-Dead?

Mark Phelan, columnist for the Detroit Free Press, today argues both sides of the "should Hummer stay or should it go?" coin. On one hand, Hummer's gas-sucking asshole image isn't doing GM any favors, and poor sales numbers make the abuse harder to absorb. On the other hand, Hummers are truly capable vehicles with a rabid (if shrinking) fan base. Then there's the issue of Hummer dealers getting all sue-happy if GM shut the brand down. There still seems to be a logical option, however.

Most of Phelan's arguments center around the drawbacks of shutting Hummer down. Thing is, shuttering the brand has always seemed the least-likely scenario. Instead, GM would be better off selling the brand to an outside investor or automaker who could then supply Hummer products to the markets that demanded them — including the U.S., should they choose to do so. Hummer dealers would mostly remain intact, owners would retain parts and service availability, and the General could post a nice chunk of cash to its books while ridding itself of a brand liability and excess manufacturing capacity. What's not to like here?

Share This Story

Get our newsletter



The irony of offroad vehicles like the Hummer is that the people who are most outdoorsy are actually the ones who (sometimes) are most protective of the environment. Hunters, fishermen, hikers, campers and anyone who enjoys off-the-asphalt adventuring should be clamoring for a bio-diesel Hummer. If they'd made the shift at the right time and recognized that, they may have been able to save the brand, but instead it's become such an icon of overconsumption that it will never be able to crawl out.

I'm a Jeep guy anyway, so I'm happy to see that poseur brand go.