GM’s green push does not spell the end of the Hummer brand.

General Motors is hinting that Hummer’s face doesn’t fit. The super-sized brand is to be reviewed, with a possible sale on the agenda. GM wants to concentrate resources on green and electric alternatives.
No problem with that: environmentally-friendly, non-oil cars are the future. GM, with tight finances and plenty on its plate, needs to throw resources where it hopes to find the best returns – now and in the mid-term.
But that shouldn’t doom the Hummer brand. To many, the brand may be shorthand for ‘reckless Earth killer’, but, in its favor, it has great product recognition, a strong band of loyalists and real off-road pedigree. Granted, running a Hummer on UAE petrol prices is not so much of a bind, but there will always be segment that can afford to pay top whack for fuel.
There can only ever be one ‘biggest car on the road’. Hummer might take some shifting.