Bentley Hummer H3

Short Description
The objective of the following analysis is to determine the marketing strategy(s) applied to the (General Motors) Hummer H3 and whether or not this strategy(s) is consistent – and effective – throughout the product’s marketing mix. The strategy(s) will be evaluated, and recommendations made.

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Content
The Hummer (High Mobility Multi-Purpose Wheeled Vehicle, or HMMWV) was originally developed for the U.S. Army circa 1980 by AM General. With only slight modifications this vehicle, now known as the H1, was made available to the general public in 1992 (’93 model). However, in 1999 AM General sold the Hummer name and distribution / selling rights to General Motors. The H2, also made by AM General in South Bend, Indiana, was introduced in July of 2002 (’03 model), and the most recent Hummer offering – the H3 – was introduced in the spring of 2005.
The Hummer brand means big (read: over-sized, as most H1’s and H2’s won’t fit in standard garages) and rugged, capable of going anywhere, anytime. The brand represents the ultimate man’s man SUV, because it was made for conquests. It was a vehicle designed for war that’s now available to civilians; owning a “war machine” is about as macho as it gets. And it comes priced at a premium. No surprise the brand attracts highly affluent males (incomes well above $100,000). The Hummer’s take-no-prisoners off-road capabilities are legendary, as is Hummer’s “iconic” styling. In this regard, the H3 is no different than the H1 and H2 models.
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