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Essay on Marketing impact of Hummer Inc
The new Hummer from GM is just like if going to the shopping mall is a mission, GM has just the vehicle for you. The Hummer is the civilian version of the Humvee US army vehicle, and like Daimler-Chrysler's Jeep range its military antecedents have strong appeal. Stephen Williams looks at the world's brawniest SUVs, the Hummer range.
From the marketing point of view the product placement is a potent weapon in the fight for market share, and auto-makers generally fall over themselves to provide vehicles that will be given prominence on TV or in cinema films. (Beatty, Sharon E., Wendy K Martin, Mahn Hee Yoon, and Lynn R. Kahle. 1995)
The James Bond films are a case in point, with 007's escapades over the years featuring Aston Martins, Lotus', BMWs and Jaguar cars.
But from time to time, the 'placement' comes before the product, and so it is with the General Motors' Hummer range. Millions saw the military version of this all-terrain workhorse on prime-time news reports during the 1990 Gulf War when the US military deployed 20,000 of these vehicles for 'Operation Desert Storm'. (Bucklin, Randolph E., and Sunil Gupta. 1992). Two years later General Motors Corporation division, AM General Corp, began marketing a civilian version that had just the same rugged looks as its military cousin.
The four door, full-time four wheel drive Hummer SUVs got their name from the US army's tongue twisting designation 'High Mobility Multipurpose Wheeled Vehicle' (HMMWV) - which soldiers quickly whittled down to Humvee. Since the Gulf War, the Hummer has become a cult vehicle for many Americans. Even with a price tag of $100,000, GM nonetheless sold 768 Hummer H1s into the US and Canadian markets in 2001. Perhaps only on America's roads is there the kind of space that can accommodate a private passenger vehicle with nearly 6ft of track width standing 77inches high....
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