GM Hummer Concept Could Appeal To Younger Buyers
DETROIT -- General Motors Corp. (GM) is floating the idea that maybe younger buyers might want to buy themselves a mini Hummer.
The company unveiled a concept version of the gigantic H1 and H2 currently on the market. An even smaller version than the current versions - the H3 - is set to hit the market in 2005, and the new concept vehicle is just a tad tinier.
The H3T pickup truck would be built on the same platform as GM's midsize pickup trucks, like the GMC Canyon and the Chevy Colorado.
"Regardless if you're a man or woman, it brings out a rebellious side to you that harks back to younger days," said Clay Dean, design director for small trucks and Hummer, in a press release announcing the concept. "It's an irreverent vehicle - a bad boy in a black tie."
Hummer vehicles score surprisingly well with teenagers as something they would like to own. A recent survey by NFO WorldGroup showed that teenage boys said Chevrolets, Fords and Hummers matched their personality best.
But those in the 13- to 19-year-old set aren't likely to have enough cash on hand to pay the $50,000 base price for a Hummer. The company didn't say how much the H3T would cost.
The concept car has drop-down assist steps that also double as weather-tight storage compartments. The H3T's tailgate forms an unbroken load surface when down and the SUV comes with a power-operated folding canvas sunroof and drop-down rear window that combine to offer an open-air driving experience, according to the press release.
Nike Inc. (NKE) contributed to the interior of the vehicle. The H3T uses Nike's Sphere material on its seats. The lightweight material, used by Nike in specialized clothing, claims to cool or warm the body without mechanical means. Nike Epic backpacks are attached to the seatbacks and can be released with elastic bungees.
Art Spinella, an analyst with CNW Marketing Research, was initially opposed to scaling down the Hummer brand. But then he saw how much the brand appealed to younger buyers, especially males, and changed his opinion. Now he thinks the brand needs something like DaimlerChrysler AG's (DCX) Jeep Wrangler, which starts around $17,000.
"The volume is almost guaranteed," he said. "It's a nice little chunk of business you basically can't afford to lose."
The company started with just one Hummer model, the H1, and has now expanded it into three models - the standard H1, a H1 with an open top, the H2 and the upcoming H2 SUT, which looks remarkably like a Jeep.
GM has attempted to get into the small SUV market with the Geo Tracker, he said, but the company has a better chance of success with a smaller Hummer.
Jeep, on the other hand, will be making a mistake if it waters down its brand by offering versions that don't have off-road capabilities, Spinella said. The company has said it plans to offer Jeeps that are not "trail-rated."
"There's no reason for Chrysler to be doing that kind of stuff," Spinella said. "I think they'd be better off toughening up the Liberty; certainly not going with on-road kind of vehicles that dilute the brand name."
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