QOTD: Would Hummer Sell Today?

Matthew Guy
by Matthew Guy
qotd would hummer sell today

Here’s the thing: as readers and writers – and not CEOs held responsible for a raft of employees and shareholders – we can play armchair quarterback about product planning to our heart’s content.

Jeep is currently in the throes of selling their wares with the speed of proverbial hotcakes. Responding in kind is Ford, who is seemingly on the cusp of introducing a couple of Bronco rigs as Wrangler and Renegade fighters. Here’s the question for you – would GM make bank if they brought back Hummer?

In case anyone around here has a very short memory, let’s hold a quick history lesson. Hummer began marketing vehicle all the way back in 1992, when it foisted a civilian version of the military Humvee on the American public. The effort was helped along by Hollywood elite and White House Plumbers alike.

Later, GM bought the joint, proceeding to produce H2 and H3 machines based on other General Motors trucks and SUVs. Sadly, it became a pariah for the tree-hugging crowd, a popular punching bag for the argument we were all using too much of the world’s fuel. This, and the economic downturn, led to whispers in Ren Cen about the possibility of binning the brand. GM’s embarrassing sojourn through bankruptcy took care of the rest after a search for a buyer turned up empty.

By the way, it annoys me to no end when GM and its brands tout themselves as “celebrating 100 years” or whatever. Technically, they’re not even a decade old. The current General Motors Company is legally distinct from the original General Motors Corporation founded in 1908. The old GM is now called Motors Liquidation Company and hasn’t made a car since 2009. Anyway.

Big, square brutes are now firmly in vogue, as evidenced by Jeep who’s breaking its own records month after month. Ford will likely do well with their new Bronco and its variants. If GM were to bring back Hummer, marketing three or four SUVs and crossovers plus a midsize pickup with modern powertrains and technologies, they’d probably find themselves with a very popular brand.

Agreed? Or am I completely off the mark?

[Image: Wikipedia]

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9 of 85 comments
  • Hummer Hummer on Nov 19, 2018

    Lot of people have no idea on the bones of the H2 I can see from the comments, similarly many should drive a vehicle before giving it a rash. My H2s are the best long distance travelers Ive been able to find, and resale value has been fantastic. The H2s and H3s are plenty capable off-road. My vote; please dear God do not bring back the brand, lest it become a Jeep clone and start building faux off-road vehicles.

    • See 1 previous
    • Hummer Hummer on Nov 20, 2018

      @Lie2me With tears in my eyes I would vote "No" on a ressurection. I absolutely love every vehicle the Hummer brand produced but in today's world the brand would be turned into the travesty that Jeep has become. I never want to see that happen so I would rather live without a new truck and soldier my old trucks on than see crossovers with the Hummer brand affixed.

  • Ttacgreg Ttacgreg on Nov 19, 2018

    I have gotten this far into the comments and, no comments yet from Hummer????? I do recall that the H2 owners' main gripe about H2 was, wait for it, crappy fuel economy. Big duh, buy a massive vehicle as aerodynamic as a brick, with likely the largest frontal area on a "light" truck and expect decent MPG? Current cafe standards, maybe even the proposed new more permissive efficiency standards would rule the H2 out.

    • See 4 previous
    • Erikstrawn Erikstrawn on Nov 21, 2018

      @Hummer I can guarantee you a Suburban drives just fine while loaded for bear and hauling a trailer. I don't need full-time 4WD, but being able to select it while driving down a snowy road works just fine. The 6.0 I understand, but that's available on a standard Chevy truck. You sound like you actually off-road yours, and I get it, but I don't think I've ever seen a Hummer splattered in mud. I'd guess 95% of them are bought for show.

  • Jeff S I am not a fan of Tesla and they were niche vehicles but it seems that they have become more common. I doubt if I get an EV that it would be a Tesla. The electrical grid will have to be expanded because people over the long run are not going to accept the excuse of the grid can't handle people charging their EVs.
  • AMcA The '70 Continentals and Town Cars may have been cousins to the standard body Fords and Mercurys, they didn't have to be disguised, because they had unique, unbelievably huge bodies of their own. Looking at the new 1970 interior, I'd say it was also a cost savings in sewing the seat. Button tufted panels like the 1969 interior had require a lot of sewing and tufting work. The 1970 interior is mostly surface sewing on a single sheet of upholstery instead of laboriously assembled smaller pieces. FINALLY: do I remember correctly that the shag carpet shown under these cars was a Photoshop? They didn't really go so peak '70s as to photograph cars on shag carpets, did they?
  • Inside Looking Out Toyota makes mass market cars. Their statement means that EVs are not mass market yet. But then Tesla managed to make mass market car - Mode; 3. Where I live in CA there are more Tesla Model 3s on streets than Corollas.
  • Ltcmgm78 A lot of dirt must turn before there's an EV in every driveway. There must be a national infrastructure plan written by other than politicians chasing votes. There must be reliable batteries that hopefully aren't sourced from strategic rivals. There must be a way to charge a lot of EVs. Toyota is wisely holding their water. There is a danger in urging unplanned and hasty moves away from ICE vehicles. Do we want to listen to unending speeches every election cycle that we are closer than we have ever been to 100% electrification and that voting for certain folks will make it happen faster? Picture every car in your town suddenly becoming all electric and a third of them need a charge or the driver will be late for work. This will take a lot of time and money.
  • Kendahl One thing I've learned is that cars I buy for local errands tend to be taken on 1,000 mile trips, too. We have a 5-speed Focus SE that has gone on longer trips than I ever expected. It has served us well although, if I had it to do over again, I would have bought an ST. At the time of purchase, we didn't plan to move from 1,000 feet elevation to 6,500. The SE is still adequate but the ST's turbo and extra power would have been welcome.