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How to Market Hummers to the Masses

Hummer is a brand comfortable with its skin, or sheet metal, as it were. And it knows exactly who buys its trucks. Typically, Hummer buyers have not been pragmatists on a tight budget. Practicality and value, after all, have never been part of Hummer's appeal. The problem with aiming at such a narrow demographic, Hummer has learned, is that you can sell only so many $50,000 supersize sport utility vehicles. So last month, Hummer introduced the H3, a squatter, scaled-down version of its top-selling H2. The H3 is being billed as the Hummer for people and pocketbooks of all sizes.

Read the whole story at The New York Times, June 28, 2005 »

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