The last few weeks have had plenty of news about the Hummer brand. The biggest news, of course, is that General Motors announced that they were putting the Hummer line up for review and possible divestment. Just a day or so earlier, Hummer continued its history-making off road run when Team Hummer and Rod Hall Racing scored twin stock class victories in the Baja 500.
This dichotomy is typical for Hummer. At the same time that the trucks themselves are demonstrating their authenticity by winning most of the off road races they enter, GM is dithering about what to do with the brand. GM is right to be concerned, of course – high fuel prices are putting pressure on truck sales across the board. But even before the last jump in gas prices, they couldn’t quite seem to figure out how to best market Hummers. […]