HUMMER Visual Strategy Guide

VISUAL STRATEGY GUIDE

HUMMER REBRANDING

VISUAL STRATEGY GUIDE

HUMMER REBRANDING

BRAND OVERVIEW 01

Brand Introduction

Description

Hummer is a pickup truck and SUV brand. The Hummer first went on sale in 1992, and AM General began selling a civilian version of the M998 Hummer. While Hummer was discontinued in 2010, Hummer returns in 2020 as a sub-brand of GMC. In 1998, GM acquired the brand from AM General and sold three models, including the original Hummer H1, based on the military Hummer, and the new H2 and H3 models.

By 2008, Hummer's viability in the economic downturn was questioned. Rather than being transferred to the Motors Liquidation Company as part of the GM bankruptcy in 2009, the brand was retained by GM, to investigate its sale. No final deal was made, and in 2010, Hummer dealerships began shutting down. The new Hummer line is not a standalone brand, as it was before General Motors filed for bankruptcy, but a model within GM's GMC brand.

"The Hummer is the ultimate off-road vehicle"

— Armour

Brand History

AM General began preliminary design work on the M998 Series High Mobility Multi-Purpose Wheeled Vehicle (HMMWV, pronounced Humvee®)

AM General incorporated a wholly owned subsidiary, General Engine Products, Inc., (GEP) and constructed a new plant in Franklin, Ohio, to build 6.5-liter diesel engines.

The H3 was a cheaper, smaller, and more fuel-efficient addition to the lineup. It quickly became the brand's best-selling vehicle.

1979 1999 2005 1992 2002

AM General began production of versions of the Humvee, called the HUMMER for civilian use.

The H2 was the first GM-designed Hummer, featuring modern amenities like heated seats and cruise control. It drew criticism from environmentalists for its massive size and abysmal gas mileage.

The acquisition ended in failure. General Motors officially stated that it would close the Hummer SUV brand and provide generous rebates in order to remove the remaining 2,200 vehicles.

2009 2019

GM released a series of short videos revealing the return of Hummers in the form of electric SUV and truck models marketed under the GMC brand.

2010 2020 Today

GM discontinues the Hummer brand, along with ·Pontiac and Saturn. A deal is announced that would see Hummer sold to China-based Sichuan Tengzhong Heavy Industrial Machinery Co.

With the gradual recovery of the crossover market, GM considered reviving the Hummer brand 2021

The new Hummer will return with new services and products and become a pioneer in new areas.

Mission Statement

Brand Soul:

The assistant of the warrior, helping the warrior break through the limit.

New Brand Mission:

Our mission is to forge ahead with unbridled courage and determination, empowering adventurers to explore the world around them with unparalleled bravery.

Rebranding Objective:

Hummer will transform from a car brand to a multi-dimensional technology company. The aim is to leverage the company's legacy of innovation and strength to break new ground in areas beyond traditional automotive development. By focusing on breakthrough technologies, Hummer aims to provide reliable and powerful technical support to help customers achieve their goals and overcome barriers. The pioneering spirit that drives Hummer's development will allow the company to explore new markets and opportunities and position itself as a leader in the technology industry. By expanding its scope beyond the car market, Hummer can establish itself as a versatile and dynamic brand that customers can rely on for innovative solutions.

Key Words

Challenged

American soldiers loved the Humvee and called them "Jeeps on steroids," according to Time magazine—and they served as platforms that could perform nearly any task in the field.

Maverick

Maverick suggests a non-conformist and independent spirit, which can be appealing to those who are drawn to the unique and distinctive nature of the Hummer brand.

Breakthrough

“Our goal was to provide a strategy that embodies the look and feel of modern adventure.“ Ellis

"Hummer had a unique DNA that set it apart from other SUVs, and the brand was much more than just a set of products."

— Jim Taylor

(Former General Manager of the Hummer)

The Brand Grid

Current

Hummer centers around creating rugged, powerful, and capable vehicles that are built to tackle challenging terrain and offer a unique driving experience.

Future

New Hummer aims to provide reliable and powerful technical support to help customers achieve their goals and overcome barriers.

HUMMER

02

Defining the Audience

In this section, I will explore the range of your potential audience. Through this assignment, I will also work with the concept of archetypes and their use in storytelling and in the design process.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

Travel Lover

Eric Omenma / 30 / Male

Los Angeles - USA

Description:

Eric is a travel enthusiast, and he likes to go to different regions and countries to shoot videos and share photos on Youtube and Facebook. He hopes that people can understand different cultures and communicate better through videos and photos.

Traits

A. In order to take videos and photos from better angles, he likes to drive to scenic spots that are difficult for ordinary people to reach.

A. He needs a vehicle that is spacious enough to carry his camping gear, outdoor equipment, and his furry best friend - his dog.

B. He hopes to learn more about the world because he wants to explore this world.

B. He values sustainability and environmental protection, and he appreciates the Hummer's hybrid and electric powertrain options.

C. He hopes to take pictures in extreme places humans can reach, such as the Himalayas.

C. He hopes that through his videos and photos, people worldwide can get to know each other and let people gain friendships beyond distance.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

A Botanist

Ellen Garcia / 42 / female

Melbourne - Australia

Description:

Ellen loves her profession and is fascinated by it. She hopes to find and protect endangered plants, so she hopes to find these plants in different parts of the world. In the process of traveling, she enjoys the process of constantly breaking through herself.

Traits

A. She likes to go locally and learn about different plants rather than in a lab or a book.

A. She will prepare equipment and a team to ensure her research goes smoothly.

B. Ellen wants to pioneer new ways of conserving and restoring natural habitats through her research and advocacy work.

B. She enjoys exploring new neighborhoods and the Hummer's large size and elevated driving position provide an excellent view of the road ahead.

C. She keeps going to the jungle's depths to find rare plants because she doesn't want rare plants to go extinct.

C. In order to ensure that her body can cope with various difficulties, she has always insisted on aerobic exercise.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

Extreme Sports Enthusiast

Miguel Adewole / 25 / male

Rio de Janeiro - Brazil

Description:

Miguel is an extreme sports enthusiast who loves to push himself to the limit. He spends his free time rock climbing, base jumping, and surfing some of the most challenging waves in Rio de Janeiro.

Traits

A. Miguel faces the challenge of balancing the risks associated with extreme sports with his passion for pushing himself to new heights.

A. He appreciates the Hummer's advanced technology, including its infotainment system and smartphone integration, which help him stay connected while on the road.

B. He wants a vehicle that is fun to drive, and the Hummer's powerful engine and advanced suspension system provide a thrilling driving experience.

B. He is always looking for innovative ways to push the boundaries of what is possible in his sports and inspire others to do the same.

C. Miguel is determined to break through the limits of what is considered possible in extreme sports, and set new world records and achieve new levels of performance.

C. He believes that by pushing himself to new limits and inspiring others to do the same, he can help people realize their full potential and achieve their dreams.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

A Lawyer

Olivia Miller / 35 years old / female

New York - USA

Description:

Description: Olivia is a successful lawyer who has been practicing law for over a decade. She specializes in corporate law and is known for her ability to think outside the box and find innovative solutions to legal problems. In her free time, she enjoys reading, attending art exhibitions, and exploring the city's food scene.

Traits

A. Olivia faces challenges every day in her work as a lawyer, from difficult clients to complex legal issues. She approaches these challenges with a calm and analytical mind.

A. She has faced discrimination and prejudice in her career as a woman of color in a male-dominated field. However, she refuses to let this limit her success and instead uses it as motivation to push herself harder.

B. Olivia is always looking for new ways to approach legal problems and pioneer new directions in her field. She is constantly seeking out new information and perspectives, attending conferences and networking events to stay upto-date on the latest developments in her industry.

B. She is passionate about using her legal expertise to help small businesses and startups succeed.

C. Olivia is not afraid to take risks and break through the limits of raditional legal thinking and she often suggests creative solutions that other lawyers may not have considered.

C. She believes that the law should be accessible to everyone, regardless of their background or financial situation. She volunteers her time to provide pro bono legal services to those in need and advocates for policies that promote equality and justice for all.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

Entrepreneur

Sophia Liu / 34 / female

Shanghai - China

Description:

Sophia is a young entrepreneur who is passionate about creating new businesses that address social and environmental challenges. She believes that entrepreneurship can be a powerful tool for creating positive change in the world.

Traits

A. Sophia faces the challenge of navigating complex regulatory environments and competition from established players in her industry.

A. She wants a vehicle that stands out and represents her unique personality and style, and the Hummer's bold design and features provide the perfect platform for self-expression.

B. Sophia is determined to pioneer new directions and possibilities by developing innovative business models that prioritize social and environmental impact.

B. She is committed to collaborating with other entrepreneurs and stakeholders to build a more sustainable and equitable economy.

C. Sophia is constantly seeking to break through the limits of traditional business thinking by incorporating new technologies and approaches into her ventures.

C. She is driven by a vision of creating a more just and sustainable world through her work as an entrepreneur.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

Passionate Old People

Nick Jones / 67 / male

Calgary - Canada

Description:

Nick is a retired older man. He also hopes to have some work because retirement life is boring him. He yearns for a life of outdoor travel and hopes to travel happily with his wife.

Traits

A. He hopes to find a new job because he thinks retirement is boring.

A. He can't walk for a long time because of the aging of the bones in his legs, so he hopes to complete a trip with his wife.

B. He values safety features and the Hummer's advanced safety features, including lane departure warning, forward collision warning, and automatic emergency braking, provide peace of mind.

B. His hobbies are wide-ranging, and he is ready to try simple yoga to keep fit.

C. He likes to touch new things, such as smartphones and smartwatches.

C. He likes to understand the lifestyle of young people and try to fit into them.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

Environmentalist

Raymond James / 24 / male

Houston - USA

Description:

Raymond is an environmentalist. He advocates saving resources and refusing to use plastic products. He thought it was wrong to destroy the environment and waste resources for industrial development.

Traits

A. He is going to have a public welfare activity with other environmentalists.

A. They don't need a vehicle with off-road capabilities or a rugged design because they primarily use their car for commuting and running errands.

B. They value affordability and fuel efficiency, and the Hummer's large size and heavy weight do not align with these values.

B. He uses his cutlery and water glasses instead of disposable plastic and paper cups.

C. He wants more scientific research on clean energy and materials.

C. He hopes that he will always adhere to a low-carbon and healthy lifestyle.

A: The challenges they will face.

B. I want to be a maverick.

C: How to Break Through the limits

A Single Mother

Kate Clark / 37 / female

San Jose - USA

Description:

Kate is a single mother with an 8-year-old son. Kate needs to work hard for her and her children's lives, so she doesn't have enough time and energy to break through.

Traits

A. She needs to work hard to pay her rent and living expenses.

A. She loves her child so much that she is willing to devote all her energy to caring for him.

B. Her current life is simple because she only needs to work and care for her child.

B. She wants someone or a team to help her with part of the family work so that she can have more energy to make money.

C. She currently has no time and energy to break through herself.

C. She is satisfied with her current job and does not want to risk changing jobs.

03 Brand Competitors

Learning from and studying a brand's current, adjacent, and possible future competition can give you a better perception of what other organizations are focused on, what works and doesn't, and how similar companies in specific industries are striving to be better than the rest.

The Brand Grid

Current Competitors: Jeep Ford

The brands I am considering have a wide range of products and target audiences, but there are some commonalities that make them potential competitors in the electric off-road vehicle market that the Hummer brand is entering. I need to consider that these brands have experience producing SUVs and pickup trucks, which are the types of vehicles that the Hummer brand is focusing on for its electric models. Additionally, many of these brands have loyal customer bases and strong brand images, which can help them compete with the new Hummer models in the electric off-road vehicle market.

Jeep is an American car brand known for its rugged and versatile SUVs. They are popular for their off-road capabilities and are often used for outdoor activities such as camping and exploring.

Ford is an American car brand known for producing a wide range of vehicles, from pickup trucks to sports cars. They are known for their reliability and affordability.

Land Rover Toyota

Land Rover is a British car brand known for producing luxury SUVs that are designed for off-road driving. They are often used by outdoor enthusiasts and adventurers.

Toyota is a Japanese car brand known for producing reliable and efficient cars, trucks, and SUVs. They are popular all over the world and are often used as family cars.

GMC

GMC is an American car brand that produces trucks, SUVs, and vans. They are known for their durability and toughness, making them popular for commercial and industrial use.

Chevrolet

Chevrolet is an American car brand that produces a wide range of vehicles, from compact cars to full-size trucks. They are known for their affordability and reliability.

Nissan

Nissan is a Japanese car brand known for producing a range of vehicles, including cars, SUVs, and trucks. They are often known for their innovation and cutting-edge technology.

Mercedes-Benz

Mercedes-Benz is a German luxury car brand known for producing high-end cars, including sports cars, sedans, and SUVs. They are known for their advanced technology and luxurious features.

Cadillac

Cadillac is an American luxury car brand that produces sedans and SUVs. They are known for their sleek design and luxurious features.

Audi

Audi is a German luxury car brand known for producing highperformance cars, including sports cars, sedans, and SUVs. They are known for their advanced technology and sleek design.

The Brand Grid

Adjacent Competitors:

Firstly, the selected brands all specialize in the off-road vehicle market, which is also the focus of the Hummer brand's electric vehicle models. For customers who prioritize a vehicle's off-road performance and durability, this could make them an attractive choice. Secondly, these brands are all pushing for the development of electric vehicle technology, whether through advanced battery systems, unique vehicle architectures, or cutting-edge features. Thirdly, each of these brands has a unique brand identity and market positioning, which can help them stand out in the crowded electric off-road vehicle market.

Rivian Bollinger

Rivian is an American EV startup known for producing all-electric pickup trucks and SUVs. Their vehicles are designed for adventure and outdoor activities, and they have received a lot of attention from the media and investors.

Bollinger is an American EV startup known for producing all-electric pickup trucks and SUVs. Their vehicles are designed with a rugged and minimalist aesthetic, and they are built for off-road driving.

Lordstown Motors

Lordstown Motors is an American EV startup that is focused on producing all-electric pickup trucks for commercial use. Their vehicles are designed for fleets and businesses that are looking for a more sustainable alternative to traditional gas-powered trucks.

Nikola Corporation

Nikola Corporation is an American EV startup that is focused on producing hydrogen fuel cell electric vehicles (FCEVs) for the transportation industry. They are also developing hydrogen fueling infrastructure to support the adoption of FCEVs.

Canoo

Canoo is an American EV startup that is focused on producing all-electric vehicles that are designed for urban mobility. Their vehicles are designed with a minimalist aesthetic and are available through a subscription model.

Atlis Motor Vehicles

Atlis Motor Vehicles is an American EV startup that is focused on producing all-electric pickup trucks. Their vehicles are designed for work and adventure, and they are being developed with advanced technology, such as self-driving capabilities.

Fisker Inc.

Fisker Inc. is an American EV startup that is focused on producing luxury electric vehicles. Their vehicles are designed with sustainability in mind, and they are being developed with advanced technology, such as solid-state batteries.

Lucid Motors

Lucid Motors is an American EV startup that is focused on producing luxury electric vehicles. Their vehicles are designed with a focus on performance and efficiency, and they are being developed with advanced technology, such as fast-charging capabilities.

Faraday Future

Faraday Future is an American EV startup that is focused on producing luxury electric vehicles. Their vehicles are being developed with advanced technology, such as autonomous driving capabilities.

Alpha Motor Corporation

Alpha Motor Corporation is an American EV startup that is focused on producing all-electric vehicles that are designed with a minimalist aesthetic. Their vehicles are being developed with sustainability and efficiency in mind.

The Brand Grid

Aspirational Competitors:

I believe that the aspirational competitors for the Hummer brand should include innovation, performance, and diversification. Therefore, I will consider brands that are at the forefront of automotive innovation, whether through advanced engine technologies, hybrid and electric powertrains, or cutting-edge materials and designs. Secondly, these brands are known for producing vehicles with outstanding performance and handling. Thirdly, these brands have already begun to diversify their product lines, including SUVs and crossovers, which could make them competitors for the Hummer brand's electric vehicle models.

Lamborghini

Lamborghini is an Italian luxury car brand known for producing high-performance sports cars. Their vehicles are designed with a focus on speed and precision, and they are often recognized for their distinctive and aggressive styling.

Bentley Rolls-Royce

Bentley is a British luxury car brand known for producing highend sedans and grand tourers. Their vehicles are designed with a focus on luxury and comfort, and they are often recognized for their elegant and classic styling.

Rolls-Royce is a British luxury car brand known for producing highend sedans and SUVs. Their vehicles are designed with a focus on luxury and craftsmanship, and they are often recognized for their iconic styling, such as the "Spirit of Ecstasy" hood ornament.

Ferrari

Ferrari is an Italian luxury car brand known for producing highperformance sports cars. Their vehicles are designed with a focus on speed and precision, and they are often recognized for their distinctive and bold styling.

Aston Martin is a British luxury car brand known for producing high-performance sports cars and grand tourers. Their vehicles are designed with a focus on speed and luxury, and they are often recognized for their iconic styling, such as the grille and headlights.

Maserati

Maserati is an Italian luxury car brand known for producing highend sports cars and luxury sedans. Their vehicles are designed with a focus on performance and luxury, and they are often recognized for their distinctive styling, such as the trident logo.

Bugatti

Bugatti is a French luxury car brand known for producing some of the most expensive and exclusive cars in the world. Their vehicles are designed with a focus on speed and performance, and they are often recognized for their bold and futuristic styling.

Aston Martin McLaren

McLaren is a British luxury car brand known for producing highperformance sports cars and supercars. Their vehicles are designed with a focus on speed and precision, and they are often recognized for their sleek and aerodynamic styling.

Maybach

Maybach is a German luxury car brand known for producing highend sedans and SUVs. Their vehicles are designed with a focus on luxury and comfort, and they are often recognized for their spacious and opulent interiors.

Porsche

Porsche is a German luxury car brand known for producing highperformance sports cars and luxury SUVs. Their vehicles are designed with a focus on performance and driving experience, and they are often recognized for their iconic styling.

Brand Attributes

Identify 20 words that are common among your current and adjacent competitors. These might be “bankrupt” as well as relevant. Identify which of these words could be “claimed” by your brand as well.

New Hummer:

Emblematic

Adventurous

Capable Unique Brave

Our Competitors:

Reliable

Innovative

Fuel-inefficient

Unreliable

Expensive

Luxurious

Heavy

Outdated

SOURCES

https://www.autoblog.com/hummer/h2/photos/

https://www.autoblog.com/hummer/h3/photos/

https://www.gmc.com/electric/hummer-ev

https://www.pexels.com/zh-cn/search/hummer/