Category: AM General

A universe all its own: How AM General sold the first civilian Hummer – Daniel Strohl @Hemmings

A universe all its own: How AM General sold the first civilian Hummer – Daniel Strohl @Hemmings

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If there’s one thing the upcoming Hummer EV will share with its internal-combustion forebears, it’s excess. Ridiculous excess. Big ol’ ‘Murican-style keep-it-coming-’til-the-wheels-fall-off excess. After all, what would a Hummer be if it weren’t loaded down with superlatives (not to mention the weight of America’s relationship to fossil fuels)?

Whatever shape this new Hummer will take, however GM will position it, it’ll still have a legacy to live up to – a legacy that, once established in the first Gulf War, became cemented in 1992 when AM General decided to sell a civilian version of the HMMWV.

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