The other day, I walk (don’t ask why and what for) through Tokyo’s red-light district, known to connoisseurs as Kabukicho, and I spot some HUMMERs curbside. HUMMERs are not new to the neighborhood. In Japan, HUMMERs used to be popular with certain groups, known as the Yakuza, who also frequent Kabukicho.
However, they had H2s, not the HUMMERs I saw.
Those HUMMERs were bicycles. Exactly two years after the final death of HUMMER, the ostentatious brand (including the “Like nothing else” tagline) lives on on two wheels.
Again, the brand is hanging on for dear life. Even on two wheels, it must not be doing too well. Up on the wall at Don Quijote, a famous Japanese chain of chaotic discount stores, the bicycle has been marked down from already bargain-basement 21,800 yen ($261 ) to 19,800 yen ($237).
Here in Japan, I would be hard pressed to get a new, gearless mamachari for that money, let alone a factory-new HUMMER. Can’t we let a brand die an honorable death? Do we need to be reminded that in this neighborhood, other types of hummers traditionally are sold?