GM brand: Hummer or Volt? ~ Brand Mix

Tuesday, October 30, 2007

GM brand: Hummer or Volt?

I've got to admit I admire the chutzpah of the new Hummer ads as described here. It's just short of literally incredible that the new campaign "Hummer Heroes" positions the gas-guzzling monster as a positive thing for humanity.

Whether the campaign has any effect on Hummer's image remains to be seen. But one thing's for sure: while consumers associate GM with the Hummer it will be impossible for the company to position itself with any kind of credibility as a leader in the battle against global warming.

In the reputation stakes, the Chevy Volt is no match against the mighty Hummer.

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