The Decline of Hummer...What Happened?

Summary

The Hummer, originally designed as a military vehicle, rose to mainstream popularity in the early 2000s thanks to celebrity endorsements and its larger-than-life appeal. Despite criticisms for its size, fuel inefficiency, and lack of practicality, the Hummer H2 became a symbol of excess, peaking in sales in 2006. However, the brand quickly declined due to rising fuel prices, environmental concerns, and GM's financial troubles, leading to its discontinuation in 2010. In 2020, Hummer made a comeback with the electric Hummer EV, raising questions about whether it can reclaim its place in the market or remain a nostalgic icon.

Takeaways

• 😀 The Hummer's rise and fall occurred within a short time frame, with its original production lasting less than 20 years and its cultural significance lasting even less.
• 😀 The Hummer's peak popularity came in 2006, selling over 70,000 vehicles, but it quickly declined and was discontinued by 2010.
• 😀 The original Hummer, the H1, was based on a military vehicle designed for extreme environments and had many practical flaws, including poor fuel efficiency and safety concerns.
• 😀 Arnold Schwarzenegger played a pivotal role in introducing the Hummer to civilian markets by advocating for a more consumer-friendly version.
• 😀 Despite initial slow sales, the Hummer H2, launched in 2002, became much more popular due to improvements in size, safety, and pricing, as well as strong celebrity endorsements.
• 😀 The Hummer brand became associated with excess, particularly with its poor fuel economy, which was a significant factor in its decline.
• 😀 The Hummer was criticized for being a 'gas guzzler,' with the H2 getting as little as 10 miles per gallon, exacerbating concerns about the environment and rising fuel prices.
• 😀 In addition to environmental concerns, the economic recession and rising fuel prices in the late 2000s contributed to Hummer's decline.
• 😀 General Motors, struggling financially during the recession, sold the Hummer brand in 2009, but the sale fell through, leading to the brand's shutdown in 2010.
• 😀 Despite its decline, the Hummer brand made a surprise return in 2020 with the launch of the Hummer EV, an electric vehicle aimed at addressing previous environmental criticisms but still facing challenges regarding its perceived excessiveness.
• 😀 The resurgence of the Hummer as an EV raises questions about whether it can overcome its past image and succeed in a new, environmentally-conscious market.

Q & A

What was the Hummer originally designed for?

The Hummer was originally designed as a military vehicle, specifically the Humvee (High Mobility Multipurpose Wheeled Vehicle), intended for use in extreme environments like deserts during the Gulf War.

How did Arnold Schwarzenegger influence the creation of the civilian Hummer?

Arnold Schwarzenegger admired the Humvee and helped AM General realize the demand for a civilian version. He suggested adjustments like adding air conditioning and a radio, leading to the release of the Hummer in 1992, with Schwarzenegger being the first buyer.

Why was the Hummer criticized in the 1990s?

The Hummer was criticized for its impracticality, including safety issues (lack of airbags, child safety locks), poor fuel efficiency, oversized dimensions that made parking difficult, and its high price tag, all contributing to slow sales.

What changes did General Motors make to the Hummer when they took over the brand?

General Motors (GM) took over the Hummer brand in 1999 and renamed the original model the H1. They then introduced the H2 in 2002, which was smaller, less expensive, and somewhat safer, addressing earlier criticisms.

What factors contributed to the Hummer's rapid rise in popularity in the early 2000s?

The Hummer's rise in popularity was fueled by the celebrity endorsements, including Arnold Schwarzenegger and the Hummer's prominent appearance in movies like *Bad Boys 2*, as well as the larger marketing and distribution power of GM.

What led to the decline of Hummer's popularity around 2007-2008?

The decline of Hummer's popularity was influenced by several factors, including the rising cost of fuel, growing environmental concerns about its poor fuel efficiency, the effects of the 2007-2008 recession, and the increasing backlash against its excessive nature.

Why did General Motors decide to discontinue the Hummer brand?

GM decided to discontinue the Hummer brand due to its lack of profitability, poor fuel efficiency, and its association with excessiveness, especially during a time when consumers were more focused on fuel efficiency and environmentally friendly options.

What environmental concerns contributed to the downfall of Hummer?

Hummers were notorious for their extremely poor fuel efficiency, which made them symbols of excess. During the 2000s, there was growing environmental awareness, with hybrid cars like the Toyota Prius becoming more popular, making gas-guzzling vehicles like the Hummer less desirable.

How did the economic conditions of the 2000s impact Hummer sales?

The economic downturn and rising fuel prices during the 2000s led to declining Hummer sales. As the cost of fuel skyrocketed and consumers faced financial struggles, the impracticality and high operating costs of owning a Hummer became more apparent.

What was the significance of the Hummer EV's release in 2020?

The release of the Hummer EV in 2020 marked a shift in the brand’s identity, moving from a gas-guzzling symbol of excess to an electric vehicle. This move aimed to reintroduce the Hummer in a more environmentally conscious way, though it still faced criticism for being heavy and expensive.