QOTD: What's in a Brand?

Steph Willems
by Steph Willems
qotd what s in a brand

The pending return of Hummer to the GM stable in the form of an electric pickup is such a perfectly 2020 thing, considering Ford’s recent decision to bestow the Mustang name on its upcoming EV crossover. However, the nameplate’s reported resurrection comes not in the form of a brand, but as a lone model bundled under an existing marque (GMC).

That’s something to think about. When Matthew Guy asked yesterday what defunct brand we’d most like to see return, no doubt most of you mentioned Viking or Marquette. Maybe Oakland or LaSalle. Geo, perhaps. Canadian readers probably yearn for a return of Acadian and Beaumont.

A few of you may have even mentioned Hummer.

GM’s unconfirmed decision to return Hummer to the fold as a model, not a brand, doesn’t sit all that well with this writer. In the past, some nameplates morphed into models after trying to hack it as a brand (Continental, Imperial), but not before they first appeared, yes, as a model. And they both returned to the same marque from which they were born.

In this era of consolidation, and with electric vehicles being no sure thing in the U.S., building a standalone Hummer under an existing truck brand makes sense. GM doesn’t want another short-lived Hummer experiment (not that the brand would have dwindled in the 2010s, had it survived the automaker’s bankruptcy). But it does curtail the name’s ability to spawn a SUV-and-truck family.

What say you, B&B? While GM’s EV future is spread amongst all of its brands (as the technology’s anticipated popularity will supposedly shrink the number of gas-only models in their respective lineups), would you have liked to see an eco-conscious Hummer return with a larger presence?

[Image: LeStudio/Shutterstock]

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  • SCE to AUX SCE to AUX on Jan 14, 2020

    "But it does curtail the name’s ability to spawn a SUV-and-truck family." Ford - when it comes to the Mustang name - would disagree.

  • 902Chris 902Chris on Jan 15, 2020

    GM should cut another deal with Suzuki. In the SUV crazed market they have vehicles that are just asking to come to North America. Vitara or Grand Vitara XL7.

  • 28-Cars-Later I'm actually surprised at this and not sure what to make of it. In recent memory Senator Biden has completely ignored an ecological disaster in Ohio, and then ignored a tragic fire in Hawaii until his handlers were goaded in sending him and his visit turned into it's own disaster, but we skipped nap time for this sh!t show? Seriously? We really are through the looking glass now, "votes" no longer matter (Hillary almost won being the worst presidential candidate since 1984 before he claimed the crown) and outside of Corvette nostalgia Joe doesn't care let alone know what day it happens to be. Could they really be afraid of Trump, who AFAIK has planned no appearance or run his mouth on this issue? Just doesn't make sense, granted this is Clown World so maybe its my fault for trying to find sense in a senseless act.
  • Tassos If you only changed your series to the CORRECT "Possibly Collectible, NOT Daily Driver, NOT Used car of the day", it would sound much more accurate AND TRUTHFUL.Now who would collect THIS heap of trash for whatever misguided reason, nostalgia for a much worse automotive era or whatever, is another question.
  • ToolGuy Price dropped $500 overnight. (Wait 10 more days and you might get it for free?)
  • Slavuta Must be all planned. Increase price of cars, urbanize, 15 minutes cities. Be poor, eat bugs
  • Sid SB Not seen a Core without the performance pack yet. Prefer the more understated look of the Core vs the Circuit, but both are great fun to drive.