HUMMER attacks perception problems with "Purpose Built" campaign
HUMMER's image has always been one of excessive excess. While much of that portrayal is due to GM's own marketing, the people who purchase the imposing 'utes – be they high-profile celebs or well-to-do suburbanites – have done more to define the brand than GM's marketing boffins ever could. But the General wants to change all that.
Mark LaNeve, GM's North American veep of sales, service and marketing, is spearheading a campaign that's trying to show HUMMERs in a different light; specifically vehicles to get a particular job done. "No one criticizes a bulldozer for its gas mileage. That's because it's built to do a job," laments LaNeve in a USAToday interview. Fair enough Mark, but a bulldozer has a single-minded purpose – moving earth – whereas HUMMERs aren't always being used to plug mud and move boats. They've become lifestyle vehicles that are often not used for their intended purpose – just like the majority of SUVs on the road.
Regardless, GM's recent ad campaigns attempt to show the HUMMER in a more functional light, depicting the overblown SUV hauling firefighting gear and helping out with natural disaster relief. "Purpose Built" is the new tagline, but at the end of the day, no amount of PR will help HUMMER if people continue to see them parked outside the local Starbucks.
[Source: USAToday via Winding Road]
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Reader Comments (Page 1 of 4)
Mr. Oak 1:11PM (2/21/2008)
Hey, you don't know what I had to go through to get to that Starbucks.
Long Live the HUMMER.
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Fooman 1:16PM (2/21/2008)
The funny thing is offroad, a Hummer H2 versus the short 4x4 2500 Yukon (same chassis), with the same engine, the Yukon is better with more clearance and wheel travel, with a lower center of gravity.
Frankly the H2 and H3 are not as good as their cheaper stablemates on the same platforms.
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Paul P. 1:41PM (2/21/2008)
First off, there is no short wheel base Yukon 2500. The closest thing would a regular Yukon (non-XL), which would be a 1500 (half ton).
Secondly, the Hummers blow the Tahoes away off-road. They have a true locking center differential, much better approach and departure angles, better skidplate protection, ect. I could go on and on. The Hummers aren't just a Yukon/Tahoe appearance package like everyone thinks.
Mr. Oak 1:56PM (2/21/2008)
Paul: Let the idiots vent. I don't know of anyone who ever bought a Hummer just to say "I am better than you". This is the closest you will ever come to owning that really cool Tonka truck you played with as a kid. It's a goddamned "PG" rated adult toy. Most of the folks who owns a Hummer, uses it as a "Toy", and also owns a more practical vehicle.
Jealousy aside, this is still one of coolest pieces of badassedness you would ever own. Look it may not be your cup of tea, but, to each his own.
Long Live the HUMMER.
3seriesisking 2:00PM (2/21/2008)
How about watching your language Mr. Oak.
Jason 2:17PM (2/21/2008)
Actually, both the Tahoe and Suburban have been available in 2500 models in the past, and the Suburban is still available as a 2500. I don't know about the Yukon/Yukon XL though, but the only difference btwn the Yukon and Tahoe is the grille.
I definitely agree with you though that the H2 and H3 will hands-down beat their "stable mates" off-road. The H2 comes stock with nearly 35" tires, and a taller suspension than the Tahoe/Yukon (even including the 2500 model). The H3 has an option package including 33" AT tires, manual locking rear diff, and 4:1 low range transfercase. The Colorado/Canyon doesn't stand a chance against that.
sw 2:20PM (2/21/2008)
Personally, I think that an h2/h3 is just a special tax for special people who don't know any better. You can get a better off roader from Jeep (TJ, YJ or new Liberty) or Toyota (Land Cruiser, FJ cruiser) for thousands less. The Yukon, while not the exact same thing as a hummer is probably already more off road capable than most of it's drivers. People buy Hummers because it's automotive bling, not because it's the best choice for your dollar, and no amount of advertising can change that fact.
Paul P. 3:07PM (2/21/2008)
Test
Paul P. 3:09PM (2/21/2008)
"Actually, both the Tahoe and Suburban have been available in 2500 models in the past, and the Suburban is still available as a 2500. I don't know about the Yukon/Yukon XL though, but the only difference btwn the Yukon and Tahoe is the grille."
When was the short wheel base Tahoe available in a 3/4 ton? I've owned Blazers, half ton and 3/4 ton Suburbans, and Yukons since 1969 and I've never seen a factory Yukon/Tahoe with 8 lug axels that wasn't a long wheel base truck. I know you could order a heavy duty 1500 (as I had that option when I ordered my '95 diesel GMC Suburban), but it wasn't a 2500.
As far back as I remeber the strongest short wheel base Blazer/Tahoe/Yukon you could order was a heavy duty 1500. In order to get a true 3/4 ton you had to go for the long wheelbase truck. You could however always order a long wheelbase truck that was a 1500, if you didn't need the added towing capacity.
"Personally, I think that an h2/h3 is just a special tax for special people who don't know any better. You can get a better off roader from Jeep (TJ, YJ or new Liberty) or Toyota (Land Cruiser, FJ cruiser) for thousands less."
Yea, if you want to deal with Jeeps horrible build quality or the cracking frame on the FJ Cruiser. I wont even get into the Liberty. Plus, how is the Land Cruiser "thousands less?" It starts at double what an H3 does and the H2 is at least $10,000 less from what I've seen.
(Ok, I think I got this to go where it's supposed to.)
sw 3:27PM (2/21/2008)
Shoddy quality from Jeep and cracked frames on the FJ. Well, looks like the hummer's no better at keeping itself together either.
http://www.leftlanenews.com/wheels-falling-off-hummers.html
The H3 costs $40,000 in Canada
The Jeep Liberty costs $25,645
The FJ costs $29,725
Based on the prices, and the comparative issues, you cannot even begin to defend the Hummer as a wise purchase. It's either for people who want to look cool, and people who don't know any better.
Paul P. 3:54PM (2/21/2008)
So the wheels fell of 25 Hummers eight years ago, most of them in crashes, and GM fixed it the next year. Now look at the numbers of people reporting the FJ frame cracking issue. It's into the hundreds, and people are even experiencing the "fixed" replacement part cracking! Gm's issue sounds like an early quality control problem, the FJ's sounds like a total design flaw.
As far as the Liberty vs the Hummers...are you kidding? The Liberty isn't anywhere near as capable as the H2/H3. For that you have to step up to a Wrangler, the Unlimited version being the closest to the H3/H2. I don't know about Canada, but here the H3 and Wrangler Unlimited run about the same price here.
(Hopefully this ends up in the right spot.)
fm 4:17PM (2/21/2008)
"Most of the folks who owns a Hummer, uses it as a "Toy", and also owns a more practical vehicle."
I can attest to the contrary living in an area where there are many(too many imo) H2s, and for the poorer, H3s. Oh yeah you might see a Honda fit next to the HUMMER but that's the kid's car. Fact is most people who buy Hummers use them to commute or drive lil' Billy and Jane to their soccer practice.
I'm not at all an SUV fan, so you can say I'm biased, but as soon as PARIS HILTON not only buys one BUT get's to design her own, that's when I can say with confidence that HUMMERs are not cool.
Side note: if that FJCruiser had better milage, or I had no guilt trips for the poor mpg, I'd kill for one of those in blue.
Fooman 4:58PM (2/21/2008)
My bad... I am confused by all the exact same trucks that chevy/gmc have on the same frame.
Yukon, Denaili, Escalade, Suburban. What I ment by short wheelbase was the shorter 4 door, or a clubcab short bed pickup or an H2.
Shure the H2 may have a better locking diff in the back but you still have a very high center of gravity issue. While it may have a better approach angle (styling in this case IMHO) they have worse articulation. The H2 with the IFS setup it has will high center alot. I have spent alot of time offroad and had to pull more Hummers off of high center situations, then anything other then the 98 and on f series with the very short A arms and torsion bar suspension.
While the H2 may have bigger tires and better approach, the increased weight and higher center of gravity simply makes it a worse trail rig then a 4x4 suburban 2500 (short)
Paul P. 6:19PM (2/21/2008)
The 2500 Suburban weighs the same as the Hummer H2 at 6400lbs. The Suburban also has the same front suspension setup as the H2. Not to mention a Suburban is also longer than a Hummer and in my experience is more prone to highcentering. So I have no idea what you are talking about.
Vik 3:02AM (2/22/2008)
Paul P- at least read up on the facts before you post. The problem with the FJ Cruiser has NOTHING to do with the frame. What is cracking is the body. And no, I do not own an FJ Cruiser, nor will I.
The saddest argument is stating that others are "jealous" of an H2. As an SUV owner myself (Landcruiser), I know of not a soul who is jealous of an H2. Perhaps you are confusing jealousy with pity. H2s are oversized, unreliable trucks that are not very good offroad.
Example:
http://youtube.com/watch?v=S8Etx7W1GpY
Vintage 1:19PM (2/21/2008)
Screw Hummer and their owners. Like a previous poster mentioned, the cheaper versions of these vehicles without the macho styling are BETTER at offroading and towing, these things are just luxury objects for ghetto rap stars and suburban soccer moms. I have NEVER seen a hummer towing something, ever, and I have also never seen one use it's turn signals. The only hummer that was worth anything was the H1. The rest are pointless, wasteful playtoys that do nothing except point out how shallow, ignorant, and insecure the owners are.
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Dude 1:53PM (2/21/2008)
"...pointless, wasteful playtoys that do nothing except point out how shallow, ignorant, and insecure the owners are."
Leave Prius owners out of this.
Vintage 2:02PM (2/21/2008)
Hey man, I think Priuses are retarded also. Hybrids that use lithium ion batteries produced in China are NOT helping out the environment. Both the Prius and the H2 are excessive and wasteful.
mavkato 2:12PM (2/21/2008)
replace Hummer with Ferrari/Lamborghini/Porsche, replace driving offroad and towing with driving on the track, and see what the response is.
Vintage 2:21PM (2/21/2008)
The difference, Mr Mavkato, is that sports cars are not replacing the family sedan. Sports cars are not used on a daily basis, nor are they used to haul kids around, go to the grocery store, etc. They are driven FAR fewer miles than most SUVs, which are used as daily drivers. Also, sports cars actually have PERFORMANCE, as in, they can handle, brake, and accelerate well, which pushes the current envelope of technology, and eventually trickles down to regular sedans. There is nothing 'advanced' about an h2 or h3.