GM Vice Chairman Bob Lutz has revealed that the company is studying options for the expansion of its Hummer brand.
According to Lutz, the options being explored include a large pickup, likely to be similar to the Chevrolet Avalanche, and a vehicle smaller than the midsize H3. Lutz says that in order to remain viable, the brand needs to have a small and fuel efficient vehicle with a wider appeal.
Hummer currently consists of two models: the H3, which is based on the Chevrolet Colorado; and the H2, sales of which have been plunging recently as consumers reevaluate their purchasing decisions in favor of more fuel-efficient vehicles. Production of the H1, which is based on the military HMMWV, stopped earlier in the year as the model was deemed to be no longer viable.
GM would not be the first to expand a niche SUV brand. DaimlerChrysler has been rapidly expanding its Jeep brand, the model range of which has been doubled to six different vehicles in the last two years.
Our take? Hopefully this proposed expansion doesn't take away resources from GM's car development. The company’s recent products have greatly improving and it would be a disappointing and questionable decision for it to return to the "SUVs first" days.