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E-Marketing Performance Blog

The $53k Hummer H2… Why? The Perceived Needs of the American Consumer

Though not in absolutely huge quantities, consumers have been eating up Hummers since the H2’s introduction for the 2003 model year. So why does the average middle class Joe Blow or soccer mom feel the desire to buy a $53k+ 6400 lb Urban Assault Vehicle 4×4? I know it’s not for the 12 MPG that you’ll average in one. I have to admit, I do own a classic ’69 Firebird with a 428 cubic inch motor that gets about 7 MPG. But you know what? I drive the heck out of that thing every time putting the pedal to the metal, and have loads of fun doing it!

If you buy an H2 and actually have fun 4x4ing in it, then I say more power to you! But I think it’s fair to say that the far-majority of these H2’s never even see off-road. So what is the perceived need that consumers are satisfying with the purchase of an H2? It’s the need for excess, the need to stand out, the need to be deemed “cool” by others… all so they can feel better about themselves. Is this the shallow way of thinking for most American consumers? If I owned an H2, it wouldn’t be about image. I would have fun with it and beat the crud out of that thing on off-road trails… wouldn’t you?

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

3 Responses to The $53k Hummer H2… Why? The Perceived Needs of the American Consumer

  1. Stoney G deGeyter
    Stoney deGeyter says:

    putting the pedal to the metal, and have loads of fun doing it!

    Seth, I’ve seen your driving. You put the pedal to the medal to get up to the speed limit and then never go one MPH over. You need to open that sucker up! 🙂

    I agree about the hummers. Pixar had it right at the end of Cars when the SUV was afraid to go off road. I take my truck off road all the time.

  2. Adam Heward says:

    You can’t take an H2 offroad. It’s built on a Chevy Suburban chassis which is about as off-roadable as your ’69 firebird. I believe that mostly males buy the H2. I would also surmise that most of them lead mostly mundane and sedentary lives that become the catalyst for the desire to prove their manliness in some way. The H2 is the new-age way for a man who has been stripped of all manly things to puff his chest out. I think it’s funny that those of us in “the know” are aware of the fact that the H2 is ALL about image and has absolutely nothing to do with functionality which, when looked at in depth is entirely a womanly or gay trait. No coincidence in my mind…….

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