A note on trying to be all things to all people.
June 28th, 2005
Don’t.
Hummer has now traveled this bumpy road (pun intended) with the introduction of the H3. With sales of the H1 and H2 dropping off, Hummer has introduced a “smaller” vehicle that starts at around $30,000. You can read all about it in the recent New York Times article (free registration required).
A brand that built itself on being exclusive and speaking to just a sliver of the market now has thrown open the doors to everyone. There’s a lot that remains to be seen, and the one I’m most interested in is how the core Hummer customer will react when they paid $100,000 for their behemoth and will now see soccer moms and average Joes driving the same brand.
Other posts by Spike.
John Moore (from Brand Autopsy) says:
reminds me of Jaguar’s move to introduce an entry-level $28-$30K Jag a few years back. I imagine Jaguar drivers shelling over $65K+ for a Jag weren’t too pleased their brand could be had for less than half what they spent.
February 20th, 2006 at 2:27 pm