Hummer Decline? Goodbye to Military Porn

hummer_h2_2006From Salon.com:

As Detroit once again went begging for billions from Congress on Thursday, executives from the Big Three vowed to wash their hands of gas guzzlers and embrace a future of fuel efficiency. General Motors says it is even placing the future of its Hummer division “under strategic review.” For public consumption, that means selling the brand, but observers wonder who would buy it.  If the Hummer meets its maker instead, its last gasp will be a symbol of gargantuan proportions.

Since its debut in the early ’90s as the manly man’s answer to what to drive when a Dodge Ram pickup is just too damn small, the mighty Hummer has been celebrated and reviled as a metaphor for American bravado — and wretched American excess. But this hip-hop icon, this military-porn embodiment of America’s post-911 belligerence, may now be a victim of the market. Thanks to recent high gas prices, and the stunning collapse of domestic auto sales, Detroit can’t give Hummers away. The beast, at least in its North American incarnation, may die not long after the Bush administration, whose shortsighted environmental policies and twisted tax codes helped give it commercial life.

The Hummer represents every other horribly misguided decision made by the American automakers. While automakers around the world worked to produce smaller, more fuel efficient cars, GM, Ford, and Chrysler went all in on vehicles such as the Hummer, deciding that it was smarter to focus on products with a high sticker price. Apparently the executives at these companies have once and for all proved the validity of The Peter Principle.

How else to explain their lack of foresight, their inability to see this fact coming:

May 2008: Hummer sales drop 60 percent in one month. By June, sales are off 50 percent for the year.

Read the rest of The Short Disgusting Life of the Hummer here.

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5 comments

  1. Never could figure out the attraction of the Hummer. All GMC did was put a Humvee inspired body on an ordinary Suburban drive train. It was (briefly) yet another example of the triumph of marketing over rationality.

  2. goood bye to the hummer and good riddance! i guess they had to be so big to accommodate the gas tank! LOL

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