Straightline - Marketing shift for HUMMER

Marketing shift for HUMMER

Anybody notice recent ads for and TV commercials for HUMMER? They're featuring less "celebrity" and more "function," which is good. I never understood the previous marketing. Oh yeah, it brought them customers, but not the customers it should have been getting—and that has hurt the brand's image, and in turn, hurt the brand itself.

So, hopefully this will translate into seeing fewer HUMMERS getting the bling treatment, and more being used as they were always intended for—which is that they are purpose-built vehicles designed for severe and rugged work. Hummer is also hoping it will take the spotlight off them as being the "poster vehicle" for bad behavior and bad gas mileage.

Hey HUMMER, if you're listening... Since you're doing a brand makeover, bag the chrome grille and alloy wheels. Paint that grille either black or to match the body color, and then give it some military-spec looking steelies. Can the interior carpeting too. This vehicle needs a rubber floor covering.

Full story here and here.

Posted by Bob Feb 21, 2008 7:35 am

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Categories: HUMMER | Auto Industry | Trends

Comments

kurtamaxxxguy - Feb 21, 2008 7:55 am (#1 Total: 8)

portland or

good focus change, though some of the Hummers seem way too heavy.

ewilfong - Feb 21, 2008 8:35 am (#2 Total: 8)

That's a smart move. The whole thug thing really got old after a while.

stovt001 - Feb 21, 2008 12:10 pm (#3 Total: 8)

Using SUVs for actual utility rather than as compensation for low self esteem or something else? Madness!

In all seriousness, props to HUMMER for a responsible, smart choice.

ateixeira - Feb 21, 2008 12:55 pm (#4 Total: 8)

Recife, PE, Brazil

The marketing also made them public enemy #1 in terms of political correctness.

Nobody feels that way about Jeep, for instance.

iancar - Feb 21, 2008 4:06 pm (#5 Total: 8)

How about building a compact size Aluminum offroader, so that people don't have to drag a tanker behind during mud trail exploration?

steve_ - Feb 21, 2008 5:46 pm (#6 Total: 8)

Boise ID United States of America

Too late methinks - Hummer will likely remain the "poster vehicle" for bad behavior and bad gas mileage for the duration.

redliner - Feb 21, 2008 5:51 pm (#7 Total: 8)

I like your idea about a "military-spec" apperance package. Maybe HUMMER could make it a no (or low) cost option.

They could also offer the "midnight black" package. This would be a HUMMER with "matte black" paint, and NO chrome trim AT ALL. Everything would be black. black wheels, grill, spare tire cover, right down to the logo.

....just thinking out loud....

cah11705 - Feb 21, 2008 6:36 pm (#8 Total: 8)

Hummer will need a wrangler like car or something really off-road devoted to help their image get back to previous glory