General Motors has announced that it will launch its Hummer brand in Japan next spring. Hummer sells about 14% of its vehicles outside of the United States — in Europe, Australia, Asia and South Africa — a number GM hopes it can increase to 20% with the Japanese market.
“It’s a small market, but it’s big enough to sustain demand,” Hummer General Manager Martin Walsh told The Detroit News.
Walsh says the Hummer brand continues to be profitable but is struggling as consumers shy away from bigger, less efficient vehicles. To combat the consumer shift, Walsh indicated that Hummer would introduce smaller vehicles, as well as biofuel capable vehicles — either ethanol or biodiesel — by 2010.
Hummer will show a smaller HX Concept at the Detroit Auto Show in January which could represent the new direction of the company.
Hummer’s U.S. sales are down 22% this year.



12/11, 9:13 AM
posted by:
Z06ified
This doesn’t seem to smart. The Japanese love small vehicles with small engines (they get taxed on displacement), and there’s no place for a big vehicle in metro areas. Even the H3 is HUGE by Japanese standards. Not to mention the Japanese are very biased against American made vehicles – they think they’re all big piles of junk. GM will be lucky if they sell 20 Hummers a year in Japan.
12/11, 9:14 AM
posted by:
Rotman
‘Less efficient vehicle’ is definitely the best understatement I have heard, since the introduction of the Hummer
12/11, 9:19 AM
posted by:
lucklaster
Read-
Early look: Hummer HX Concept
12/11, 9:26 AM
posted by:
MY Si
Um these things (The H2, H3 and whatever else) are going to roll over the Kei-Cars over there!!! They are going to get caught in the Hummer’s traction…..
12/11, 9:32 AM
posted by:
Brendino
yeah, dumb move, but man it’d be great to see some well-to-do japanese youth tricking out their h2s
“fast and the furious 4: off road”, anyone?
12/11, 9:38 AM
posted by:
MY Si
Starring P.Diddy, Nick Cannon, Bow Wow, And Jackie Chan!!!! Oh it will make Millions!!! MILLIONS!!!!!
12/11, 10:14 AM
posted by:
CTS DRIVER
just what the japaneese need, a huge ass 4×4 for what…climbinbg mount fuji?
12/11, 10:19 AM
posted by:
CTS DRIVER
hey thats actually kind of funny brenidino the “fast and furious part 4×4…..drifting the paddy”
12/11, 10:47 AM
posted by:
global_lightning
To the Japanese, Hummers won’t sell as cars, but as houses
12/11, 10:58 AM
posted by:
MY Si
“But CTS DRIVER if i dont win this race then they will continue to make hummers with bad gas mileage. please tell me what i should do?!?!?!”
12/11, 10:58 AM
posted by:
Cyclone of Red
Wow…stupidity. The hummer is bigger than most roads in Japan. Besides, there isn’t much point in buying a nice car because it will get scratched up fast.
Or…maybe its a brilliant marketing plan by assuming the Japanese (men) have the most to overcompensate for. hhhmmmm……
12/11, 11:01 AM
posted by:
moto-racer13
The fact that GM only sells 14% of hummers outside the US just shows how low the appeal of this vehicle is in the rest of the world. People will say its because in the rest of the world gas is expensive and thats why it won’t sell but thats not true. AMG benzes, Porsches, Land Rovers ect. are no fuel misers yet I see plenty of them in Europe and even in Japan. I think the rest of the world just expects higher quality and technology.
12/11, 11:09 AM
posted by:
Jazz
I was watching some special on tv where they said Hummers , mostly H1s, are all the rage in Japan. They are cool because they fly in the face of every Japanese car principle. There are special clubs that get together to instal Hummer branded equipment and display they’re vehicles. They love to complain that they can’t park in the city or have problems driving through town. That’s what is fun to them. I guess to them its the equivalent of a big Harley riding through a quiet residential area. GM sells just 14% of the vehicles outside US with no company involvement. Think what that number could grow to if they actively advertised the vehicle.
12/11, 11:10 AM
posted by:
Jazz
check this link:
http://www.hummer-meet.jp/english/about.html
12/11, 11:18 AM
posted by:
LP640
i dont think anyone in Japan would be stupid enough to even consdier giving this a look
12/11, 11:18 AM
posted by:
Bryce
Of course this isn’t going ot sell in droves, IT’S A NICHE VEHICLE. Man, what’s so wrong with profitability?
Most of you are pansies. “Oh no! It’s too big!” And the fuel economy misperception never gets old with you tree huggers, either.
12/11, 12:42 PM
posted by:
jonnycat
There won’t be much profit, in setting up a dealer network, shipping vehicles thousands of miles away to have them not sell. If this is a move to gain entry in the Japanese market to sell various GM’s it’s a smart play. If not, it’s a useless effort
12/11, 12:45 PM
posted by:
jamaicandude
I can’t imagine this selling well in Japan. I wouldn’t even fit in most Japanese driveways.
12/11, 12:48 PM
posted by:
CTS DRIVER
good one jazz i will shut my trap now.
12/11, 12:58 PM
posted by:
jackjimturkey
Z06ified: A decade or so ago, there was a subculture of japanese youth who craved Suburbans and Impala SS-es. This has to be aimed at those folks.
” the Japanese are very biased against American-made vehicles” And, to a certain extent, against Americans. But they hate other “Asians” a lot more than they hate us.
global: “To the Japanese, Hummers won’t sell as cars, but as houses.” That’s supposed to be a joke, but it’s closer to the truth than you think. There are hotel rooms slightly bigger than a coffin there.
moto-racer13: your theory is seriously flawed. How about “The fact that GM only sells 14 percent of hummers outside the US indicates that GM built the dealer network in the U.S. first, AND that petrol is more expensive in most overseas markets?”
12/11, 1:16 PM
posted by:
LP640
TURKEY****ER, Petrol IS more expensive in overseas markets. Anyway in Japan this would only be good for storing vagrants
12/11, 1:33 PM
posted by:
SwerveEarly
Saying they think this about U.S. or that, is total crap. What are you guys a bunch of poll takers, because you sound like a bunch of pole takers.
I dont know what Japs think of us, last I heard they are still buying all the booze, cigs, movies, music and other culturally significant products we send their way
This doesnt sell outside US no ****. even in U.S. they only have 2% of dealerships that most major brands have. They have almost zero dealers outside U.S., the people that are buying these overseas are seeking them out.
12/11, 1:42 PM
posted by:
CTS DRIVER
didnt the original fj copy jeep and lanr rover….yes.
anyways whats wrong with a smaller hummer?
12/11, 1:43 PM
posted by:
CTS DRIVER
ha wrong hummer article, meant that for the other one.
12/11, 2:37 PM
posted by:
jackjimturkey
LP640: I know how much petrol is overseas. That’s what I said.
12/11, 2:38 PM
posted by:
lucklaster
jazz, bryce, swerve, cts, jjt:
right-on.
12/11, 2:48 PM
posted by:
LP640
^well that goes to show what you know, Turkey****er
12/11, 3:09 PM
posted by:
sharpie
Wrong country! Try China! The road and the suicidal driving style there will make you want a Hummer! Better, please install the optional armor package also. Japan? Nah! If that’s a way GM is trying to get back at Toyota, they are failing already.
12/11, 3:28 PM
posted by:
441Zuke
once again Shirlene is posting his stupid crap again. the only hummer lp640 likes is the one he gives to other men for quarters or if he is European what ever is 1/4 of a euro
12/11, 3:31 PM
posted by:
LP640
^is that the best you can come up with Fred?????? HAHA LAME ! I SEE THAT THE AIDS YOU CONTRACTED FROM REPULSIVE IS FINALLY ACTING ON YOUR BARIN HUH????? REAL NICE
12/11, 3:44 PM
posted by:
C6Racer
Wow, Asians already have a hard time parking cars the size of the original Mini Cooper. How do they expect them to do any better in a Hummer?
12/11, 4:13 PM
posted by:
autonut
I think it is wrong product for wrong country. The cost of steering conversion to the “wrong side” will eschew all future profits of 10-15 trucks they will sell.
12/11, 4:14 PM
posted by:
autonut
Also, diesel is irrelevant in Japan (especially biodiesel) since diesel is much less popular then even in US
12/11, 5:31 PM
posted by:
Jazz
no prob CTS, Normally I would have agreed with you. But I wonder how this affects GMs CAFE ratings?
12/11, 6:08 PM
posted by:
1c3d0g
LMAO…looks like LP640 is pregnant again after being abused by 10 men…poor thing…
12/11, 10:22 PM
posted by:
SS4LIFE
Yeah reading the headline sorta stumped me. But selling Hummers in Japan? Well I like how they showed a pick of the H3t which is going into production soon. I also bet that the H3 will probably be a big seller over there compared to the H2. But yeah Jazz what you showed us was very interesting and from what I do know, the Japanese youth’s culture really likes to embrace things that are otherwise looked downwards upon by their elders, sort of a rebellion thing so this may be good for them. Also in Japan there are a lot of Range Rovers and Land Rovers over there so if they sell then why shouldn’t Hummer give it a shot?
12/11, 11:08 PM
posted by:
RobCali
CTS- No. The FJ copied the FJ40 Land Cruiser. That copy-cat accusation is old. Besides, the FJ isn’t the topic here.
12/11, 11:21 PM
posted by:
RobCali
Apologies- you were talking about the ‘original’ FJ. In that case your accusation is still odd… because it was the U.S. government that specifically asked Toyota to build military vehicles with Willy’s specs in response to the Korean War. Even then, those first Land Cruisers were bigger than Jeeps and other things differed like the transfer case. In any case, the variation in Land Cruiser models dating back from the 1950s is too broad for generalizations.
12/12, 12:43 PM
posted by:
CTS DRIVER
i was being a smart ass to the guys saying this is a fj copy, you know the truth as i do but the little kids here do not. land rover and willies did theese in the 1940`s before toyota was even a company. which brings up another good point, toyota would never be where is is today without the u.s. govt`s help 50 years ago.