Jeep Sales Exploded In 2014 Is It Time For GM To Bring Hummer Back?

Dealer Joe Serra lost more than 1,000 customers a year when General Motors phased out Hummer about five years ago.

Some of them returned -- but only after Mr. Serra added a Jeep franchise, one brand that seems to offer the sort of capability and cachet that meets erstwhile Hummer customers' tastes.

"Thank God I was able to acquire Jeep and retain some of those Hummer people," says Mr. Serra, owner of Serra Automotive Inc., which has 34 dealerships in seven states and sold 1,462 Hummers from its Grand Blanc, Mich., store in 2006. "Jeep has it going on right now. It's like they've got that niche all to themselves."

Read Article

cidflekken - 1/2/2015 4:41:35 PM

+2 Boost

I don't think that would be a bad idea for GM to revive Hummer but with more sophisticated and refined products that still offer incredible off-roadability.

Autopinion - 1/3/2015 12:21:54 PM

+2 Boost

GM has its hands full in making the Cadillac brand relevant, let alone a brand that had an 18 month relevancy. That said, GM needs more credible, diverse SUV offerings by the Cadillac and GMC brands.

joescuba - 1/2/2015 4:51:38 PM

+1 Boost

GM has it's own brand GMC and should use it. Jeep sells are good but they are also smaller than any Hummer. plus Hummer cost them money to use the name.
No mater what GM does Jeep is still Jeep it's the name that sells

MDarringer - 1/2/2015 7:47:21 PM

-2 Boost

Bringing Hummer back would be idiocy.

Does GM even still own the Hummer name?

GM needs to do a new a premium SUV architecture that can "go Mercedes luxury/smooth" for Cadillac and "Jeep rugged" for GMC and leave the truckish Yukon in all its permutations to be taken up by baseball, hot dogs, apple pie Chevrolet.

The new platform could produce Cadillacs to combat the X5, X6, and GLS. The same platform would produce GMCs to battle the Wrangler and Grand Cherokee.

Vette71 - 1/2/2015 9:43:40 PM

+2 Boost

On the mark! This is the big hole GM needs to plug without the dilution caused by adding another brand. GMC already has some of the pieces with the Terrain versus Cherokee for example. They need to toughen their rides up and differentiate from Chevy.

trmckin - 1/2/2015 11:34:59 PM

+1 Boost

Why bring back an entire brand that failed miserably? How about a new model in the Chevy or gmc fleet that is a refined off roader with hummer inspiration? People dump a lot of money into these vehicles. There is a market for these when done right.

MDarringer - 1/2/2015 11:57:37 PM

-1 Boost

Hummer was an opportunistic grab by GM that failed. It's a disgraced brand. The H2 was too big to be truly competent off road. The H3 had too much Isuzu garbage in its DNA to be taken seriously.

The LAST thing GM needs is to rebody the Tahoe (again) for an H2, or the Isuzu messes just introduced as the Canyon/Colorado as a new H3.

The ghastly GMC Terrain was slated to be a Hummer H4.

The old GM incompetence cannot be allowed to come back.

trmckin - 1/3/2015 2:28:35 PM

+1 Boost

That's why I started with "why bring back an entire brand that failed miserably". My point is, there is a market for high end off road vehicles. it would take a totally new vehicle platform and a ton of investment... Oh wait... You are right. That is something GM doesn't do. It's a shame. As much money as we've spent on Rovers the last 10 years, I'd be willing to support a US competitor.

iamdabest1 - 1/4/2015 1:53:10 AM

+1 Boost

i miss the hummer , always thought it had a unique presence on the road and hope in some form it makes a come back..
what percentage of people who bought it even took it off road i wonder ? it just seemed like people got it because it had a gangster look..

TomM - 1/4/2015 7:35:33 AM

+1 Boost

I have a problem with the premise.
Currently General motors has LOTS of different 4x4 vehicles that cover virtually every area of the market that Jeep covers AND they have high end ones in the Cadillac and Denali franchises - and those sell very well.
GM doesn't need any more "brands". It can attack Jeep with Brands on all sides of the "cachet" of Jeep.
The clear problem - in both cars and trucks - is that GM has lost its Styling edge - and no matter how you say it - people still buy vehicles based on the desire to own a vehicle that "looks good". Reincarnate Bill Mitchell - and he could solve the problem