If Dinosaurs were cars, Hummer would be a T-Rex. A brand name with roaring resonance, it sparked attention during the 90's with release of the civilian version of the Humvee in 1991. Manufactured by AM General, a division of American Motors and presently part of the GM group, the Humvee, which stands for High Mobility Multipurpose Wheeled Vehicle was launched in 1985, garnering lots of acclaim especially after the vehicle's involvement in Gulf War operations.
Large, rugged and completely devoid of any fuel-efficient mechanics, the Humvees, later renamed into Hummers, entered metamorphosis stages in the late 80's when AM General though of building a civilian version of the vehicle. The raw cut of the military-purposed vehicle was kept and by 1991, several units were completed.
Although iconic, Hummers are hardly best sellers due to their large size, weight and outrageous criticism-igniting fuel consumption. GM acquired the rights over Hummer in 1999, after which the marque went through an image-strengthening process, aiming at sales increases and revenue growth. As from the signing of the takeover deal, GM is responsible for marketing all vehicles sold under the Hummer name.
GM further helped to develop a range of Hummer models. The first Hummer was renamed into H1 and the later models carried on with the single letter/number labeling, through the H2 and the H3 which is the latest. The H3 was built to match the preferences of SUV drivers, being a tad less rugged than the previous models.
The brand went international with selected importers in Europe, Australia and South Africa. Despite its dealership network coverage, the Hummer has only sold in small volumes, being highly expensive and unpractical for city use. Still, it's one of the favorite brands among celebrities which have helped build the brand into something extravagant to some extent.
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