Hummer Goes Down the Whole

Posted by Admin | February 24th, 2010

Hummer is a brand of car that is known for being big, wasteful, and brash–in other words they have lost the “brand battle”. They unsuccessfully tried to brand themselves as the car for men, for hard workers, and for those who need to haul or move things. This bad branding has resulted in falling sales for the brand–and now GM has been trying to sell the brand to Chinese buyers.

General Motors Co.’s Hummer line of beefy SUVs is headed for extinction after a deal to sell the brand to a Chinese manufacturer fell apart.Would-be buyer Sichuan Tengzhong Heavy Industrial Machinery Co. said Wednesday it failed to win approval from Chinese regulators for its $150 million bid.

GM said it will begin winding down Hummer, a brand that until a couple of years ago was one the auto maker’s biggest money makers.

The fall of the Hummer speaks to the lasting effects of the recession. Instead of being the top-selling brand it once was, Hummer is now being discontinued.