The Future of HUMMER - Autoweek

[Flybrian]

Hummer H4 Takes on Wrangler
Mini-Hummer hopes to revitalize GM's off-road brand

2009 HUMMER H4 Rendering by NOS2006
Link to Original Article @ AutoWeek | Published 07/30/07, 11:00 am et

AT A GLANCE:
FUTURE PRODUCT PLANS
2009
H4 expected
H3 pickup expected

2010
H2 restyled, re-engineered

----------------------

H4: Sources say GM has given the green light to market a small SUV for the 2009 model year that will be similar in size to the Jeep Wrangler. Select members of the media have seen it and say it has striking styling that should jump-start the Hummer brand. The smaller, lower-priced SUV is needed to help Hummer become successful outside North America.

H3: Hummer adds V-8 power and a new model for the 2008 model year, the H3 Alpha. It is equipped with a 300-hp, 5.3-liter V-8.

GM executives have hinted that several derivatives are planned for the H2 and H3. They see Hummer having tremendous marketing value and opportunities for expansion. A crew cab or small pickup H3 variant is in the works for the 2009 model year.

H2 SUV, H2 SUT: The H2 receives a new interior for the 2008 model year, giving it a more premium look and feel. It is expected to be restyled and re-engineered for the 2010 model year, developed on the GMT 900 full-sized truck architecture.

[G. David Felt]

The H2 Line should have been moved to the GMT900 line last year.

[dimitri0917]

This brand should be shot, buried and forgotten about. That whole suck the earth dry mentality is soooooo 1986. Either hybridze the range or drop it altogether. But GM has little spine and would hate to lose the money of people who don't care if they suck the earth dry.

[drew770]

I know it is an oxymoron but I am wondering if GM is trying to figure out how to improve fuel efficiency in these Hummers. Don't get me wrong, Hummers serve a specific purpose for GM, but the tide is turning away from these types of vehicles.

Hummers are the poster child for crappy fuel ecomony and with oil hitting an all time high of $78.00 a barrel, I hope GM has something up its selves.

[FAPTurbo]

Hummers are the poster child for crappy fuel ecomony and with oil hitting an all time high of $78.00 a barrel, I hope GM has something up its selves.

My guess would be diesel.

[vrazzhledazzle]

Their #1 priority should be the next-gen Humvee we heard about...if they don't get that right they will lose nearly all of their brand image..and flashing around more H2 Hydrogen concepts won't hurt either - "Worst car company on the planet" is one aspect of their image that it wont hurt to get rid of

[smk4565]

Either every Hummer has to be hybrid+diesel to get mileage up, or they need to die. I was in favor of the person who said shoot and bury the brand. The environmentalists hate on Hummer, gas prices are going up, the government is going to impost 30 mpg or more avg for trucks in 10-12 years and Hummers get about 15 mpg. The are also on pace for about 50,000 sales this year, and sales are dropping every month.

I'd like to see the brand die, and offer one SUV H3 size or barely bigger, V8 hybrid or diesel V6 hybrid (probably light hybrid for cost), and an H2 like interior. Price it from $37-50k in the middle of the H3 and H2, and put a GMC badge on front and call it a GMC Hummer.

Then they eliminate a slow selling brand, cut overhead, and they still appease that market for the time being. GMC would have a midsize trucky SUV to go with the car based Acadia and whatever Equinox rebadge they get. GMC gets stronger, GM has one less brand to worry about, customers still get what they want, win-win-win.

[FUTURE_OF_GM]

This brand should be shot, buried and forgotten about. That whole suck the earth dry mentality is soooooo 1986. Either hybridze the range or drop it altogether. But GM has little spine and would hate to lose the money of people who don't care if they suck the earth dry.

LOL

Too easy.... Nevermind.

[Windy-57]

Their #1 priority should be the next-gen Humvee we heard about...if they don't get that right they will lose nearly all of their brand image..and flashing around more H2 Hydrogen concepts won't hurt either - "Worst car company on the planet" is one aspect of their image that it wont hurt to get rid of

I know getting the next Humvee contract would be huge, but Jeep has done well with their image (save the Compass) and I don't think they build any military vehicles anymore.

[cletus8269]

Either every Hummer has to be hybrid+diesel to get mileage up, or they need to die.

why does everything have to die? at this rate we only have chevy pontiac gmc and saturn and caddy...

maybe lexus should die... why pay that much for a toyota?

Edited August 5, 2007 by cletus8269

[cyclonic]

Hummer is GM's "big metal cars make us big money brand". Its a cash cow with nothing to offer.

[enzl]

Hummer is GM's "big metal cars make us big money brand". Its a cash cow with nothing to offer.

It's the 'cash cow' part that keeps the development $ coming, guy.

I don't like Hummer because it's become another brand distraction, however, I can't argue that the economics aren't attractive. These are big profit makers for GM.

I think the worldwide rep of Hummer will improve when:

a. We get our military out of the current, incredibly unpopular quagmire we elected to get into;

b. When the H4 and diesels are available to make these types of vehicles make sense in most countries.

[cyclonic]

It's the 'cash cow' part that keeps the development $ coming, guy.

I don't like Hummer because it's become another brand distraction, however, I can't argue that the economics aren't attractive. These are big profit makers for GM.

I think the worldwide rep of Hummer will improve when:

a. We get our military out of the current, incredibly unpopular quagmire we elected to get into;

b. When the H4 and diesels are available to make these types of vehicles make sense in most countries.

Point taken!

[G. David Felt]

Hummer is GM's "big metal cars make us big money brand". Its a cash cow with nothing to offer.

You must be a small, Chicken Bone of a man. Go drive your small Sub Econo death coffin cars.

It is amazing how many people only can see their way of life and what they think is best for the world. As a 6'6" tall 300lb 14% body fat American, I am tired of all the pencil dick people who think we have no need of big cars, big trucks, big SUV's. Being a man of average size in my family, I refuse to fold up my body and be a sardine in a can just to save a gallon of Oil.

I have a right to be comfy when I drive around MY COUNTRY, in MY BIG AUTO! I have only 2 auto's, a GMC Yukon XL and my wife drives an Escalade ESV Platinum. Plenty of room for the kids, family and friends who hitch a ride with us and not to mention a totally comfortable ride when I drive to gymnastics meets around the country.

My wife and I have actually already decided after being given an H2 as a loaner while the caddy was in for service that we will be buying one of these since our daughter will be driving. It is Roomy, comfortable, able to handle the family and a solid command of the road View.

Ask yourself what is more important? Quality of life or a Gallon of Oil. The quality of life of my wife, kids and relatives and friends is more important than the cost of oil. With the growth of this country and the increase of Big Rigs on the highway, I would not trust having the life of my wife and kids in a compact let alone subcompact.

Plus, when was the last time you sat 3 abreast with broadshoulder people. Yes I know not everyone is as big as me or my family, but then again, there is a solid reason to build very capable, roomy vehicles like Hummer.

Go ahead and enjoy your tiny ass Saturns and hybrids and keep you damn hands off my right to have a large roomy auto.

[Croc]

This brand should be shot, buried and forgotten about. That whole suck the earth dry mentality is soooooo 1986. Either hybridze the range or drop it altogether. But GM has little spine and would hate to lose the money of people who don't care if they suck the earth dry.

See, I think that Toyota Trucks should be shot, buried and forgotten because they are far less capable than the GM offerings, offer nothing more in terms of interior comfort/convenience, and yet they get worse mileage than the HUMMER vehicles.

[FUTURE_OF_GM]

You must be a small, Chicken Bone of a man. Go drive your small Sub Econo death coffin cars.

It is amazing how many people only can see their way of life and what they think is best for the world. As a 6'6" tall 300lb 14% body fat American, I am tired of all the pencil dick people who think we have no need of big cars, big trucks, big SUV's. Being a man of average size in my family, I refuse to fold up my body and be a sardine in a can just to save a gallon of Oil.

I have a right to be comfy when I drive around MY COUNTRY, in MY BIG AUTO! I have only 2 auto's, a GMC Yukon XL and my wife drives an Escalade ESV Platinum. Plenty of room for the kids, family and friends who hitch a ride with us and not to mention a totally comfortable ride when I drive to gymnastics meets around the country.

My wife and I have actually already decided after being given an H2 as a loaner while the caddy was in for service that we will be buying one of these since our daughter will be driving. It is Roomy, comfortable, able to handle the family and a solid command of the road View.

Ask yourself what is more important? Quality of life or a Gallon of Oil. The quality of life of my wife, kids and relatives and friends is more important than the cost of oil. With the growth of this country and the increase of Big Rigs on the highway, I would not trust having the life of my wife and kids in a compact let alone subcompact.

Plus, when was the last time you sat 3 abreast with broadshoulder people. Yes I know not everyone is as big as me or my family, but then again, there is a solid reason to build very capable, roomy vehicles like Hummer.

Go ahead and enjoy your tiny ass Saturns and hybrids and keep you damn hands off my right to have a large roomy auto.

That will become a problem IMO.

I'm also a large guy... We are the minority and we will pay the price for that.

These people who care nothing about their fellow americans or quality of life are just selfish; plain and simple. They ARE everything they claim not to be.

In typical spolied american fashion, they believe that their view of the world is right and that we should just conform or not exist/not have a fulfilling life.

It's a defeatists attitude... Instead of innovating and keeping large vehicles, they think we should just 'give up' and roll over because that's the way the rest of the world is.

[K.C.]

Big guy here, too. Tall (6'5") and musclular (275 lbs). I like having a roomy car, and I agree with everything that dfelt said about the freedom to have a large car, truck, or SUV. It is the business of the owner who's paying good money to own and operate a vehicle such a HUMMER. I love and will always love Hummers. I think it's a great halo brand that competes well with Jeep and Land Rover. I've been half tempted to get an H2 SUT for some off roading that I want to start doing with my son.

I also find it humorous that people who whine and complain about Hummers are the same people who sometimes get saved by someone driving one when they drive their little Prius into deep water and get it stuck, or if there is a blizzard and they are stuck on a snowbound highway or have to get to the hospital in the middle of a blizzard.

[Intrepidation]

I'd rather the entire Hummer brand get Axed if it means we can get the Coupe 60 and maybe a RWD Impala.

[Oracle of Delphi]

Hummer is not going anywhere, it's a global cash cow for GM. Mooooooo!

[Robert Hall]

Either every Hummer has to be hybrid+diesel to get mileage up, or they need to die. I was in favor of the person who said shoot and bury the brand. The environmentalists hate on Hummer, gas prices are going up, the government is going to impost 30 mpg or more avg for trucks in 10-12 years and Hummers get about 15 mpg. The are also on pace for about 50,000 sales this year, and sales are dropping every month.

I'd like to see the brand die, and offer one SUV H3 size or barely bigger, V8 hybrid or diesel V6 hybrid (probably light hybrid for cost), and an H2 like interior. Price it from $37-50k in the middle of the H3 and H2, and put a GMC badge on front and call it a GMC Hummer.

Then they eliminate a slow selling brand, cut overhead, and they still appease that market for the time being. GMC would have a midsize trucky SUV to go with the car based Acadia and whatever Equinox rebadge they get. GMC gets stronger, GM has one less brand to worry about, customers still get what they want, win-win-win.

Hummer seems pointless...if you want a 6000lb bloat beast, GM has plenty of them already with the GMT-900s that are at Chevy, GMC, and Cadillac dealers..

[Intrepidation]

Hummer is not going anywhere, it's a global cash cow for GM. Mooooooo!

NOt when fuel prices hit 4or 5 bucks gallon. Sales will tank and I will enjoy every moment of it.

[Robert Hall]

NOt when fuel prices hit 4or 5 bucks gallon. Sales will tank and I will enjoy every moment of it.

Yes...I don't see a big future for 6000lb, 14mpg bloat beasts... probably only 1% of the buyers really need these things to tow or haul stuff.

[Oracle of Delphi]

NOt when fuel prices hit 4or 5 bucks gallon. Sales will tank and I will enjoy every moment of it.

If you can afford a Hummer in the 1st place, you can also afford the gas! :AH-HA_wink:

Edited March 2, 2008 by Pontiac Custom-S

[hyperv6]

What many fail to consider is that the newer Hummers like the new H4 will be better on gas, more affordable and better fit most lifestyles that like to off road.

The H4 will be a Jeep Wrangler for GM only much better options.

The H4 is a Home Run for GM just waiting in the wings. I could see the H4 being over 2/3rds of the Hummer sales in the future.

The Aftermarket will love this vehicle and My company will make a fortune off of it.

Not all future Hummers are going to be 6,000 pounds and 14 MPG.

Edited March 2, 2008 by hyperv6

[Robert Hall]

What many fail to consider is that the newer Hummers like the new H4 will be better on gas, more affordable and better fit most lifestyles that like to off road.

Not all future Hummers are going to be 6,000 pounds and 14 MPG.

True, some will be 4500 lbs and 18 mpg..

[hyperv6]

True, some will be 4500 lbs and 18 mpg..

Hummer is not done yet!

We will see some in the 3000+ range at over 20 MPG and under $25,000.

Don't fall for the Stereo type The H1 is gone. As we get lighter smaller trucks Hummer wil follow.

[Intrepidation]

If you can afford a Hummer in the 1st place, you can also afford the gas! :AH-HA_wink:

So? You claim Zeta has been killed because of fuel economy concerns (CAFE) It doesn't matter if teh owner can afford the gas or not, it's about the regulations. By that logic, Hummer should be dead first because the brand gets far worse fuel economy.

[A Horse With No Name]

That will become a problem IMO.

I'm also a large guy... We are the minority and we will pay the price for that.

These people who care nothing about their fellow americans or quality of life are just selfish; plain and simple. They ARE everything they claim not to be.

In typical spolied american fashion, they believe that their view of the world is right and that we should just conform or not exist/not have a fulfilling life.

It's a defeatists attitude... Instead of innovating and keeping large vehicles, they think we should just 'give up' and roll over because that's the way the rest of the world is.

I'm 6' 250 lbs and fit just fine in a Miata, don't know what ya'lls problem is.

Seriously, I don't mind some people driving large cars/trucks. It is a free country, and the hand that takes away your right to an H2 can take away my right to a Miata.

That being said, I dispise our current situation (war for Oil) in the middle east and we do need to drop our energy usage by an order of magnatude.

Either that or mine Titan, the Martian moon with a supposed petro supply, and I'll be putting an H2 into the garage next to the Miata, thank you.

Chris

[A Horse With No Name]

The H4 should be interesting...

Chris

[FUTURE_OF_GM]

I'm 6' 250 lbs and fit just fine in a Miata, don't know what ya'lls problem is.

Seriously, I don't mind some people driving large cars/trucks. It is a free country, and the hand that takes away your right to an H2 can take away my right to a Miata.

That being said, I dispise our current situation (war for Oil) in the middle east and we do need to drop our energy usage by an order of magnatude.

Either that or mine Titan, the Martian moon with a supposed petro supply, and I'll be putting an H2 into the garage next to the Miata, thank you.

Chris

My problem is that I'm almost a foot taller than you and about 100 lbs bigger.

That said, I think it all depends on the design of the car. I fit in my Focus pretty well but at the same time I fear that automakers will "cut corners" for the sake of CAFE.

Edited March 4, 2008 by FUTURE_OF_GM

[Oracle of Delphi]

So? You claim Zeta has been killed because of fuel economy concerns (CAFE) It doesn't matter if teh owner can afford the gas or not, it's about the regulations. By that logic, Hummer should be dead first because the brand gets far worse fuel economy.

As I said, Hummer is a cash cow, Zeta is not.

[Intrepidation]

As I said, Hummer is a cash cow, Zeta is not.

In what markets? Hummer sales aren't exactly lighting the charts on fire here and I doubt they do in Europe.

[Robert Hall]

My problem is that I'm almost a foot taller than you and about 100 lbs bigger.

7 foot, 350 lbs? You a linebacker?

[K.C.]

So? You claim Zeta has been killed because of fuel economy concerns (CAFE) It doesn't matter if teh owner can afford the gas or not, it's about the regulations. By that logic, Hummer should be dead first because the brand gets far worse fuel economy.

Touche.

[ltdaniels]

the hx looks bad ass. i would drive that thing with pride.

[carman21]

As a car man, I'd rather have a V-8 full-sized car over any Hummer.

GM should keep Hummer as long as its bringing in the cash.

[FUTURE_OF_GM]

7 foot, 350 lbs? You a linebacker?

I wish.... Unfortunately, in HS I was too interested in cars to focus on the sports that might've provided me with an opportunity like that.

6'9" 350lbs, so not quite a foot.

[A Horse With No Name]

My problem is that I'm almost a foot taller than you and about 100 lbs bigger.

That said, I think it all depends on the design of the car. I fit in my Focus pretty well but at the same time I fear that automakers will "cut corners" for the sake of CAFE.

Focus is a damned good product. We need to actually cut areas other than transportation to bring our energy usage into line. We can all drive SMART cars and we'll still have problems because our energy budget is blown so many other places.

You fit into a Focus as 6'5 350 lbs? They are a roomy car...

Chris

[Windy-57]

Hummer seems pointless...if you want a 6000lb bloat beast, GM has plenty of them already with the GMT-900s that are at Chevy, GMC, and Cadillac dealers..

I disagree. GM doesn't have anything else that says offroad like Hummer. And that's not a brand identity that is meaningless either. There is a reason so many other auto companies want to get their hands on Jeep.

The Escalade is all about the bling factor. The Tahoe is a family hauler. Neither of those are anywhere close to what a Hummer is.

For the future, I would expect GM to get rid of the two sizes of 900 SUVs. Either meld the Tahoe and Suburban into one vehicle somewhere in between their current sizes or for Chevy to get the SWB and GMC get the LWB. (I personally favor the first idea.) I'd expect Caddy to only get one in the future. That leaves the Avalanche and EXT....don't know what will happen to those, but my guess is that it would be to GM's benefit if they could find a way to make the collapsible midgate an option on the Silverado and get rid of the Avalanche...maybe just have an Avalanche trim of the Silverado.

But don't get rid of Hummer, there's too much you can do with it and I think the upcoming H4 will prove that. It will provide revenue to GM that doesn't come from anywhere else. Also, I've believed for a while now that Chevy doesn't need a frame-based midsize SUV and that they can completely transition to crossovers. That's not an easy decision if you're just planning to get out of that market all together, but if you have Hummer with frame-based models to pick up the sales to people who use their midsize utes for towing and such, then it becomes much easier.

[K.C.]

I disagree. GM doesn't have anything else that says offroad like Hummer. And that's not a brand identity that is meaningless either. There is a reason so many other auto companies want to get their hands on Jeep.

The Escalade is all about the bling factor. The Tahoe is a family hauler. Neither of those are anywhere close to what a Hummer is.

For the future, I would expect GM to get rid of the two sizes of 900 SUVs. Either meld the Tahoe and Suburban into one vehicle somewhere in between their current sizes or for Chevy to get the SWB and GMC get the LWB. (I personally favor the first idea.) I'd expect Caddy to only get one in the future. That leaves the Avalanche and EXT....don't know what will happen to those, but my guess is that it would be to GM's benefit if they could find a way to make the collapsible midgate an option on the Silverado and get rid of the Avalanche...maybe just have an Avalanche trim of the Silverado.

But don't get rid of Hummer, there's too much you can do with it and I think the upcoming H4 will prove that. It will provide revenue to GM that doesn't come from anywhere else. Also, I've believed for a while now that Chevy doesn't need a frame-based midsize SUV and that they can completely transition to crossovers. That's not an easy decision if you're just planning to get out of that market all together, but if you have Hummer with frame-based models to pick up the sales to people who use their midsize utes for towing and such, then it becomes much easier.

+1 Well said.