Hummer launching ‘Purpose built’ ad campaign to sway public opinion
02/21/2008, 2:31 PM
By Drew Johnson
Despite General Motors’ shift toward greener vehicles, its Hummer brand is still much criticized for its status as one of the largest gas-guzzling SUVs. But Hummer is looking to change the brand’s image with a new ad campaign.
While the new ad campaign won’t improve Hummer’s fuel economy, it aims to shift public perception of what its SUVs are intended for. The brand’s new tag line — ‘Purpose built’ — is intended to convey that Hummer vehicles are actually designed to do a specific job. The campaign will also show Hummers hauling firefighting gear and helping during natural disasters.
GM hopes that showing the Hummer brand in a new light will give it some leeway with its poor fuel economy. “No one criticizes a bulldozer for its gas mileage,” Mark LaNeve, vice president of sales, service and marketing for GM North America, told Automotive News. “That’s because it’s built to do a job.”
However, with the majority of Hummers parked in the driveways of suburban homes, it remains to be seen if the general public will buy into the new ad campaign.



02/21, 2:35 PM
posted by:
MY Si
Yipes!
02/21, 2:38 PM
posted by:
MY Si
So besides being a great gas hog and having mad ground clearance for off-roading, Whats the point of a Hummer? I HATE when i see a soccer mom driving one of these damn things on the highway while talking on their phone. and they are so common here in Chicago. What is the damn point! Hummers belong in the mountain regions. Now im not saying i hate Hummers. But there is a time and a place for everything and its not the time for a Hummer and Everywhere is not the place. lol.
02/21, 2:42 PM
posted by:
MY Si
^Actually amist all of your anger L.P. you have a point. They need to re-create the Hummer brand to be more “User Friendly” Damn Arnold was the one that got this started with his custom order Hummer.
02/21, 2:47 PM
posted by:
SwerveEarly
How about a diet and a diesel?
Marketing guy thinks he can fool everybody like LP did in high school.
02/21, 2:48 PM
posted by:
MY Si
^They are some heavy vehicles.
02/21, 2:50 PM
posted by:
CA36GTP
What the public does with GM’s vehicles, whether it follows their original purpose or not, is not GM’s responsibility.
I could build a car the size of a small yacht with 24 cylinders that gets 1mpg on the highway. I’m not forcing anyone to buy it, and if someone decides they want it just for the weekly trip to the grocery store, that’s not my problem.
02/21, 2:51 PM
posted by:
MY Si
^I think International makes those……
02/21, 3:10 PM
posted by:
MY Si
I happen to like My Si! Don’t bash my car. and the Si isnt my daily driver. its a car i work on. my daily driver is an Xb.
I think the H2 And H2 SUT are pretty pointless in America. Especially if driven by just 1 person and no passengers. There are far more economical ways of making a point that you like big ass vehicles.
02/21, 3:13 PM
posted by:
howsmydriving
Ya gotta love GM’s arrogance. First, they launch an expensive PR campaign to convince us how green they are, when in reality, Lutz has made statements that reveal his contempt for the environment.
Now they launch a PR campaign to convince us that Hummer’s are really aren’t so bad after all.
GM’s ad campaigns always ring hollow. Anybodoy remember their “Mark of Excellence” ads while they were manufacturing Vegas?
02/21, 3:16 PM
posted by:
SS4LIFE
lol @ MY Si…
My father is a test driver who works at GM’s Milford Proving Grounds. Back when Arnold ordered that Hummer, GM flew him in by helicopter to the proving grounds and gave him a complementary test drive in the newly arrived Hummer’s. My dad got to meet him actually pretty cool…
I don’t fancy the H2’s either. I like the H3, although I think its 5cyl still needs some more power but hey, they have the Alpha. I personally will be looking at the H4/HX when that comes out.
02/21, 3:21 PM
posted by:
onramp
Purpose built to make me feel more manly
02/21, 3:23 PM
posted by:
MY Si
He got to meet Arnold? Thats awesome. and yeah i totally agree with you on the H4. i saw the HX and H3T at the Chicago Auto Show and if the HX stays true the the design then it will be a hit. The H3T is a cool idea but im not sure how anyone is going to take to a rebadged and overpriced Colorado.
02/21, 5:04 PM
posted by:
doublearon21
I love the H1, hate the H2 and the H3 is growing on me. I still would rather have a lifted jeep if you are talking off road purposes. That HX looks very promising though
02/21, 5:15 PM
posted by:
SanFord
This campaign should instead be “Penis (to) Build”..
02/21, 5:17 PM
posted by:
gtv6
I don’t think anyone questions whether they’re “purpose built”, it’s that people don’t use them for said purpose.
Apparently a pretty high percentage of Range Rover owners actually use them for offroad jobs, which I thought was surprising. At least according to the guy at the jag dealership, who might be slightly biased.
02/21, 5:54 PM
posted by:
F3INT))AP3X
Hey I don’t like the xB much either but not all of them are slow. A friend of mine owns a 600hp supercharged xB with a 100 shot of NOS and it is anything but slow.
02/21, 7:40 PM
posted by:
corvette
really good idea.
02/21, 9:45 PM
posted by:
Elvio
Hummer is purpose built for using more gas than a car suppose to.
02/21, 10:57 PM
posted by:
CA36GTP
600hp xB? How much money did he spend on that crapbox that could’ve gone into a better car for better results?
02/22, 8:16 AM
posted by:
MY Si
Now thats a Powerbox! Oh and i chose the Xb because of interior versatility. I’m a really tall dude. and i need room. The Xb was a great fit for me and it gets good MPG. So yeah i get to have an opinion here because my vehicle gets about 26MPG. So i dont understand how your gonna bash me for saying anything.
Oh yeah. 2008 Chevy Malibu LS-24MPG-32HWY-$19,995-Not fully loaded
2008 Chevy Impala LS 18MPG-29HWY- $21,940BASE
2006 Scion Xb-Fully Loaded-$13,800 26MPG-30HWY
you tell me whats the better deal for a college student that needs cheap wheels to roll around campus?
02/22, 8:59 AM
posted by:
CA36GTP
If you bought that car new, you’re lying. Because xB STARTS higher than that, and we all know that only American companies have to give incentives, you must’ve paid sticker.
02/22, 9:00 AM
posted by:
CA36GTP
And if you bought it used, you have no business comparing to it new cars.
02/22, 5:43 PM
posted by:
jayjc08
My Si- Personally I think the Xb’s pretty cool. The new one looks ridiculous, but it’s alright… I would much rather stay with my station wagon though, more power and more space.
2006 Chevrolet Malibu started at around 16-17k, 2006 Xb fully loaded was somewhere around 14.5k… Mild difference, but I’m sure you could get a slightly used Malibu Maxx, and the resale price….
02/23, 1:30 PM
posted by:
jackjimturkey
Purpose-built indeed!
Last year,not only did I see a Hummerwith dirt on it,I also saw another one towing something.
Fairlight:”Hondump.” Great!
02/25, 3:41 AM
posted by:
RDS
“No one criticizes a bulldozer for its gas mileage,”
Yeah, but you don’t see bulldozers – pimped out with 20 inch rims – being driven through the middle of Hollywood by a soccer mom.
02/28, 12:50 PM
posted by:
Need more oil for GM
My friends, with your help and with the help of our friends at General Motors, we as Americans, most notably those who have stake in our crude oil stocks are able to thrive and prosper in the moments of dispair across the world. It is your duty as Americans to enjoy the fruits of our labor, to sample one of just 12 different full size, truck based SUV’s from GM. For those more endowed, may we suggest Hummer, for those elite individuals who choose more enriched means of living and thriving off this great planet Earth.
Understand this folks, it is not planet Earth that will pay the bills, do your work, provide for your families, make you satisfied, no. It is a resource, a tool in which we use to survive, not a thing of great importance, not a being of high value. Use it, embrace it and ignore those false consequences. This Earth owes us nothing, it is ripe for the taking so enjoy my friends, drink up for the sake of happiness and gluttony.
Please keep us in mind during your journey. We await your business with open arms and you with open wallets.