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.
