Recently Robbie Knievel successfully jumped 21 Hummers at the Texas Motor Speedway. An impressive feat, surely, but I found myself thinking about not the daredevil, but the Hummers. It’s no secret that General Motors is considering selling the Hummer brand (discontinue according to some sources) while they plan to close four truck plants in response to the declining demand for large SUVs as a result of higher oil prices.
I can remember reading an article a few years ago at the height of the popularity of Ford’s line of trucks, in particular the F150. It might have been Newsweek or BusinessWeek, like I said, it was quite a while back. Anyway the writer was pretty much berating some auto makers for the trend of bigger and bigger vehicles and accusing them of acting like the bottom would not fall out sooner or later. Great article, and I read it because the Ford F150 was the “in thing” in my country (Jamaica) at the time.
Looking back at it now, I wonder if CEOs or industry analysts ever read these magazines. I said to my wife recently that if I was running one of the auto companies, as soon as George Bush decided to go to war with Iraq, I would have started to cut back production. Now that position may seem a little naïve to some, and I freely admit I’m no expert on the vagaries of the automobile industry, but no matter how educated you are, everyone knows the pitfalls of Middle East instability. And let’s face it; it doesn’t get more unstable than full scale war.
Now don’t get me wrong, I’m not getting into whether or not the Iraq war was justified, but I think to some extent the large auto makers were caught napping. Higher oil prices, and the fact that Going Green campaigns (I’ll discuss my disgust on that issue in another blog) are everywhere, are causing car buyers to overlook SUVs, and SUV owners who want to sell in favor of more fuel efficient cars are finding it difficult to do so.
What does this have to do with Robbie Knievel? Nothing really. But the first thought that crossed my mind when I saw it on the news was: so that’s what they’re doing with Hummers these days. Believe me, I’ve got no problem with Hummers or their owners. Hey, whatever makes you happy. If you can afford it that is. But the mighty Hummer being lined up for a bike stunt can be compared I think to a once great, but washed up actor being reduced to taking any role he can get. And it all comes down to the price of gas.
So don’t sell that Hummer just yet. You probably couldn’t anyway, 40 miles to the gallon seems to be the rage these days. Auto makers are pushing hybrids and more compact vehicles with mostly environmental themes and the once coveted SUV is now being treated like a third cousin. But hey, at least the Hummer will still be good for something.
Tags: cars and guys, Hummer, hummers, men's blog
