{"id":32176,"date":"2010-02-26T01:47:40","date_gmt":"2010-02-26T01:47:40","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=32176"},"modified":"2021-01-07T17:51:38","modified_gmt":"2021-01-07T16:51:38","slug":"the-death-of-the-hummer-brand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/the-death-of-the-hummer-brand\/","title":{"rendered":"The Death of the Hummer Brand"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-32178 lazyload\" title=\"hummer\" alt=\"hummer\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/hummer.jpg\" width=\"240\" height=\"160\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/hummer.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/hummer-150x100.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/160;\" \/>Unless a buyer steps up to the plate very soon, General Motors plans to retire the Hummer brand.\u00a0 Given the fact that the Hummer brand has been ranked as the <a href=\"https:\/\/www.corporate-eye.com\/main\/the-best-and-worst-brands-in-terms-of-value-revealed\/\">brand with the least value<\/a> by consumers, is anyone really surprised?\u00a0 The bigger surprise would be seeing this brand rise again.\u00a0 Instead, sales dropped to just 325 units in December 2009 &#8212; down by 85% from December 2008.<\/p>\n<p>The death of the Hummer brand can be partially attributed to poor strategic planning and a lack of basic foresight into consumer behavior and the cyclical nature of not just marketing, but of world history.\u00a0 Symbols of excess typically lead fleeting lives.\u00a0 Society embraces them and eventually turns their backs on them.\u00a0 It&#8217;s not a new phenomenon.\u00a0 Add in the negative perceptions of the Hummer brand related to the environment (those things use A LOT of gas) and struggling economies, and the brand was positioned for failure.\u00a0 But again, foresight and an acceptance of the fact that the good times could not last forever at the executive level could have made the difference between death and life for the Hummer brand in the long term.<\/p>\n<p>The most interesting question right now is not just what company might be capable of saving the Hummer brand but what company would actually want to save it.\u00a0 This is a brand whose reputation has been tarnished on many levels.\u00a0 Could that negative perception be turned around? Is there a white knight out there for Hummer?<\/p>\n<p>What do you think?\u00a0 Is there still value in the Hummer brand?\u00a0 Take the poll below and share your opinion. If you can&#8217;t view the poll below, you can follow <a href=\"http:\/\/poll.fm\/1n5p7\">this link<\/a> to do so.<\/p>\n<p>&nbsp;<\/p>\n<p><noscript><br \/>\n\t&lt;a href=&#8221;http:\/\/answers.polldaddy.com\/poll\/2760091\/&#8221;&gt;Can the Hummer brand be saved?&lt;\/a&gt;&lt;span style=&#8221;font-size:9px;&#8221;&gt;&lt;a href=&#8221;http:\/\/www.polldaddy.com&#8221;&gt;poll&lt;\/a&gt;&lt;\/span&gt;&lt;br \/&gt;<br \/>\n<\/noscript><em>Image: <a href=\"http:\/\/www.flickr.com\/photos\/exfordy\/4002576692\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unless a buyer steps up to the plate very soon, General Motors plans to retire the Hummer brand.\u00a0 Given the fact that the Hummer brand has been ranked as the brand with the least value by consumers, is anyone really surprised?\u00a0 The bigger surprise would be seeing this brand rise again.\u00a0 Instead, sales dropped to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32178,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[302,310,4641,340,1120,6221,6222,6223],"class_list":{"0":"post-32176","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-perception","9":"tag-brand-positioning","10":"tag-brand-reputation","11":"tag-brand-value","12":"tag-general-motors","13":"tag-hummer","14":"tag-hummer-brand","15":"tag-hummer-sale","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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