• Feb 21, 2008
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]


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 77 Comments
      marine777
      • 1 Month Ago

      POEPLE are SO ENVIOUS of HUMMER OWNERS- I KNOW those who write these comments have NEVER had on or the PRAISE would be VERY HIGH- walks all over JUNK JEEPS and I had a JEEP- cant begin to stand up to a HUMMER- honestly- BEST on the ROAD and gas Mileage is just like every other SUV type- PERFECT RIDE- stearing like a VETTE and one feels so- SAFE in one- this is my SECOND- EAT YOUR HEART OUT - WE are the CHAMPIONS    MY FRIEND!!!

      • 6 Years Ago
      A positive spin on HUMMERs huh? Gonna take a miracle to change public perception of those things. My friends got keyed within the same week he traded it in. How's that for a close call? His insurance was already in the 2 thousand dollar range, it would have doubled if the thing got vandalized!

      Now that i think of it, does insurance companies cover vandalism?
        marine777
        • 1 Month Ago

        GROW UP BITCH- ANY Vehicle out there is JUST as EXPENSIVE- HUM MER is for CLASS PEOPLE so I KNOW YOU cant afford one---ha ha ha 

      • 6 Years Ago
      You guys are in general correct about the useage, however you lump everyone into one category. I offroad, drive it in the snow here in Central New York andow my jetskis as well as yards of gravel and dirt as needed. I also towed a 87 Buick Grand National from Vermont to home (5-6 hours) with my H2.

      It remains, for me, just a shame that people come out to vent on Hummers (most of you are hypocrites and you know it) yet ignore all the trucks and SUV's that get as bad gas mileage as they do. At a local auto show I could not believe small cross over vehicles like Saturns only get 16 MPG. These vehicles waste more gas and sheet metal then the H2 ever could, mainly due to how few are sold.

      Of course, I mention these things time after time, you guys dont want to hear it or discuss numbers and math, you just want to vent. So, have at it, I live in America and can drive whatever I want. You just come off as bitter and jealous by ignoring the facts.

      Rant on, good luck, hope it makes you feel more manly.
        • 6 Years Ago
        Like I said in an earlier post, I don't like SUVs/trucks, but I know SOME people actually need them. I think the problem is in the Big 3's marketing. SUVs being the more profitable category were pushed into dealerships. Marketing started a trend, and know it's backfiring as SUV are seen for what they're used for, driving kids around, and not for their intended purpose.

        As for small utes, you are so right. I went to last years NY autoshow and was amazed at those small things milage. I had a '92 Ford Aerostar (5-speed 3l v6) and got roughly 20mpg. Compared to the Honda Element or the Saturn Vue, of which I've driven both, get real world milage around 22 mpg. I know the reasons, they're heavier and all that, but still it's been 16 years, you'd think that there'd some progress, but's that's another subject for another post
        • 6 Years Ago
        I'm sure they feel the same way about most large SUVs. And in general, it's pretty true of Hummers in particular. Just continue to drive how you like knowing people will always associate the brand Hummer with those things, which undoubtedly was largely brought on by the brand's own marketing. It's the biggest poster child for showoff SUVs so you can't really say you didn't expect it. And people tend to generalize and make assumptions on the internet anyways whether talking about the Hummer or the Prius, as you can see in this post.
      • 6 Years Ago
      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.
        • 6 Years Ago
        "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.)
        • 6 Years Ago
        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
        • 6 Years Ago
        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.)
        • 6 Years Ago
        Test
        • 6 Years Ago
        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.
        • 6 Years Ago
        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.
          • 6 Years Ago
          Test
          • 6 Years Ago
          "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.
        • 6 Years Ago
        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.
        • 6 Years Ago
        "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.
        • 6 Years Ago
        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.
        • 6 Years Ago
        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.
        • 6 Years Ago
        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)
        • 6 Years Ago
        How about watching your language Mr. Oak.
      • 6 Years Ago
      I agree that there is no amount of PR that will change perceptions about the Hummer Brand. I have seen ads where they have Hummer owners helping others in natural disasters. Shameless.

      Here is a suggestion for GM's marketing gurus: Drop the H2 or redesign it so it is smaller, can actually fit into a highway lane, parking spot at the mall and into garages. If it is not the biggest and most obvious billboard for global warming on the road, perhaps it wont be such a target.
      • 6 Years Ago
      It may have been built for a rugged, off-road purpose. But Hummers are rarely used for the purpose which they were designed. It's just a ridiculous vehicle for everyday driving/commuting use. Oh, and it blocks my friggin' line-of-sight going down the freeway with it's "from on high" ride height.
        marine777
        • 1 Month Ago

        EVIDENTLY you are SO GD DUMB you have NEVER been behing a Furniture Van- Tractor 18 Wheeler ot these HILLBILLY JUNK PU Trucks- fact mis- YOU cant afford one bitch   ha ha ha ha 

        • 6 Years Ago
        No Mr. Oak, we didn't elect you.
        • 6 Years Ago
        Niko: There are magnitudes more 18 wheelers that do a much better job of blocking your sight and killing other motorists. While you're at it, let's just ban them too.
        • 6 Years Ago
        You should come out here, its fun to drive in the fresh snow, it blows up such a huge cloud of fresh fallen snow, everyone I pass has to slow down because they are blinded. Its also fun to look down on you, sure your used to that ;) Good times!
        • 6 Years Ago
        Oak, nice strawman argument, but unfortunately for you it holds no water whatsoever. You know what the 18 wheelers are doing? WORK. You know what most hummer owners are doing? Commuting. They aren't hauling anything whatsoever. Most of the time it's only ONE freakin' person in them. You are the epitomy of American ignorance and the reason other countries make fun of us. Way to lower the standards and blindly defend your own retardation.
          marine777
          • 1 Month Ago

          YOU are one of them IGNORANT AMERICANS- it's a LEISURE of road that can be DRIVEN in CITY and Country and OFF ROAD and STUPID CS's who cant afford ther are envious- so easy to read between the lines-FACT   MINES BIGGER than yours is   BITCH    ha ha ha ha 

        • 6 Years Ago
        I was about to let you have this one until you said "That's why other countries make fun of us"

        Yo! Other countries make fun of us, and deservedly so, because we were dumb enough as a nation to elect the biggest idiot in the free world.
      • 6 Years Ago
      I can't support Hummer because they didn't do anything to improve the brand for years, all while raking in the $.
      Now the 6.2 & 6L80 in the H2 is too little, too late.
      Slapping a V8 into the H3 is just comical because it is saddled with a 4 speed automatic.

      The H2 should have been launched with GM's 5L50 (yes slap some heads and get it out early) transmission & 5.3 V8. Even with the 4.1 axle ratio, it would have offered acceptable speed & mileage. Then when the 6L80 came out, instant upgrade for an extra mileage & performance.

      When the H1 Alpha got the Allison 1000 transmission, they never offered the extra tall overdrive ratio (0.61 vs 0.71) in combination with a shorter axle ratio (2.56 to 2.73)
      That would have offered a nice combination of more acceleration and more mileage.

      The H3 should have been launched with the 5L40.
      The 4.56 axle ratio should have been paired with the larger tires 285/75 16 (call that 'adventure package'), regardless of stick or automatic.
      The 5 speed stick should of had the 4:1 low range exclusively. (Auto: 1st of 5L40-3.42 x low range 2.64 x torque converter-?, >9:1. Stick 1st gear 3.753 x super low range 4.03:1, >15:1) That would have made things pretty even.
      Then when the 6L50 came out, out with the 5L40, in with the new.
        marine777
        • 1 Month Ago

        HEY fool- they DID NOT improve on it BECAUSE- you CANT improve on PROFECTION! HERE it comes- YOU will look like the fool you are- LOOK at the stats- recalls- none on the Hummer- NOLW- look at the OTHER Vehicles--- ha ha ha ha    RECALLS up the ass- you CS's are SO ENVIOUS    ha ha ha 

      • 6 Years Ago
      'Other countries make fun of us, and deservedly so, because we were dumb enough as a nation to elect the biggest idiot in the free world. '

      I finally agree with Oak on something.

      Of course 'we' elected him because of slogans such as 'purpose built' which deflected attention from his shortcomings. Not that I'm drawing a parallel or anything.
      I do like the Hummer HC concept with the rugged looks and sloped rear hatch. probably because it looks like the only Hummer I've ever liked, the original HMMWV.
      For those who say they use their H2 or H3 or whatever to go offroad so the criticism is bunk, you do realize that you, like all posters here, represent a small cross section of car buyers. Look around at other Hummers and their drivers, you think they go off road? Recently? Ever? Most are too pretty to go off road. Too blingy. You aren't going mudding after a soaking rain in low profile 22s. You're probably not even going to let a wet passenger into your Hummer after a soaking rain.
        marine777
        • 1 Month Ago

        THIS BS tells us YOU voted for OBAMA- those people love the Chrysler 300- THATS a GD BOAT!  You know- like the one YOU drive   ha ha ha ha 

      • 6 Years Ago
      The only real Hummer has a .50 Browning on the roof.

      Would I EVER buy a Hummer? No...do I care what other people buy? Not really. Most people buy them for bling, and if they are willing to pay for them, so be it.

      If I wanted an off road vehicle I would buy a Jeep or a Power Wagon.
        marine777
        • 1 Month Ago

        BLING- only Mexicans and Splibs do the BLING crap- Cads went south so they pick on SUV's- a standard Hummer has no BILNG ya NUT case!!!

      • 6 Years Ago
      Purpose Built... to destroy the environement and make you look like a pompous ass
        • 6 Years Ago
        Thank god there are still people who buy whatever they want, regaurdless of what some stuck-up self rightous poser thinks. This is a free country and no one should be told what kind of vehicle they can or
        cant drive. Drive whatever you want, but dont try and force other to think the way you do. If i can ever afford one, you can bet there will be an H1 in my garage.
      • 6 Years Ago
      For the most part, most of you are saying that we who have worked hard all of our lives to afford things that make us happy are nothing more than attention seeking snobs that care nothing about the enviroment or the segment of the population that would rather get by in life living off the spoils of the wealthy.
      I don't own a Hummer, but if I did it would be none of anyones business.
      It's getting to the point where the greenie and now the jealous crowd are beginning to unite and tell everyone we must all drive Lada's so the downtrodden won't feel bad when someone drives by with a nicer car.

      Life is short guys! If you like a Hummer, tell your better half and maybe she'll give you one for your birthday.
      • 6 Years Ago
      Some people love living in huge houses, driving huge cars (Hummers in this case), and have insane amounts of debt to keep up their "I'm better than you egos" fed. What better vehicle to pack that ego into and pull that debt around!

      Last time I checked not one Hummer around my neck of the woods (Boise ID) was used for anything more than status symbol for realtors that have had a couple good years. Look where they and that profession are now.

      I hope this balloon pops soon too.
    • Load More Comments