HUMMER has a huge image problem. While HUMMERs were once known as an all-American military SUV built by American Motors General, the latest models built by GM for the wealthy American are now seen as gas guzzling, road hogging and oversized machines. With the current shift of US buyers to more fuel-efficient vehicles and the Congress boosting the average fuel economy level, HUMMER has even a bigger problem.

GM is now thinking green for HUMMER, hoping that it can improve the company’s image without hurting its core attributes of off-road performance and aggressive styling.

“Those are bumps along the road but they are not unsurpassable,” HUMMER General Manager, Martin Walsh, told Automotive News. “HUMMER is what it is. It has an iconic pdesign that stands out from anything else. That design attracts attention because it is easy to recognize by those who love it and those who don’t.”

GM’s green plan for the HUMMER brand includes:

2009: H2 engines can use E85 fuel.
2010: H3 engines can use E85 fuel; smaller H4 model may be introduced.
2011: Diesel engines will be available.

Walsh has a positive attitude as buyers become more environmentally concerned when purchasing a new car. “We’re in this for the long haul.” he said. “… We are going to do whatever it takes to be successful.”

Source: Automotive News (Subscription Required)

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