So I sorta bashed Hummer in this post for coming out with the H3 saying that a small Hummer, isn’t what “Hummer” people want. They want, big, bold, over the top vehicles and this was a mistake for them. Fast forward 3 years…
The great news is that Hummer will survive and keep a few thousand Americans employed in the near term. BUT…
What does it mean for a Chinese company to own Hummer? What if:
Dior was owned by a Taiwanese company?
Calvin Klein was owned by a Latin Conglomerate?
Ducati was owned by Cowboys from Texas (fact) then lost their soul, and the italians bought ducati back (fact)
Would you feel the same about those brands?
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The new H3 looks like a shrunken version of the H2. Can you tell which one is a 2 or 3? Doesn’t this go against what Hummer is all about, BIG, BOLD, MILITARY? If people want a small hummer, I guess that’s cool, but could GM have done something different? They had to retool most of the exterior body panels right? Why not make some good design changes? Was this the easy thing to do? “Jim, scale the CAD files down to 70%.” Was this what “consumers” wanted? “I want a small hummer, ooh that would be cute!” If so, maybe consumers don’t care about what all the brand experts develop and communicate. Do consumers want their personal version of whatever is they think is hot? Maybe GM did this because Apple seems to keep shrinking ipods and it seems to work for them!
Stick to you guns. From my brand point of view, what GM just did would be analogous to using the same design for the current Mini and blowing it up into a “mid sized” station wagon. Would that still be a Mini? I guess they could rename it “Midi”, but that might confuse all the people out there in the music world.
Oh, the image on the bottom is the H3.