New Hummer is coming your way

Less macho H3 rolls out -- towards Europe

By PH Staff / Friday, 20 May 2005 / Loading comments

Hummer H3 rolls towards Europe

Following Tuesday's invasion of the Range Rover plant by Greenpeace activists who described the factory as an environmental crime scene, this week's roll-out of the first production Hummer H3s will generate apoplexy.

Paul Davis Flora, who works on the assembly line at GM's Shreveport plant and helps build the H3, was the first buyer of the new Hummer. "I think this will fit me real good," Flora said.

The massive SUV, which extracts between 16-20 miles out of each US gallon, has already generated plenty of heat, and has polarised opinions like almost no other vehicle before or since with its image of conspicuous redundancy or butch machismo, depending on which side of the fence you're on. For environmentalists, the Hummer is the epitome of what's wrong with the automobile.

However, all publicity is good publicity, and sales of the H2 rocketed beyond GM's most ambitious expectations, more than doubling in 2003 to 34,529. Last year though, they dropped to 29,898, perhaps as a result of a slow-down in the US economy and an increase in fuel prices -- it's up to $2 (a whole £1.08: bless) per US gallon in places -- or maybe an environmental backlash.

Hummer H3

Costing just $29,500 in the US -- a trifling £16,000 in the UK -- the fourth Hummer’s introductory price includes standard equipment such as full-time electronic four-wheel drive, GM’s award-winning OnStar safety and communication system, and a five-speed manual transmission, a first for Hummer. H3 is also covered by Hummer’s premium four-year/50,000-mile warranty plan.

However, the new H3 will remain unmistakably a Hummer, but the styling has been toned down, it's a bit smaller, and it doesn't look quite so massive and menacing.

In the US, the new H3 will be available with two optional packages – Adventure and Luxury. The Adventure Series includes off-road performance equipment such as 33-inch tyres, a 4:1 electronic transfer case and locking rear differential. The Luxury Series includes amenities such as heated leather seats and a leather-wrapped steering wheel. The Adventure and Luxury series can be combined, as well, for a truck offering the best of both worlds.

Options such as four-speed automatic transmission, sunroof, XM Satellite Radio, 6-disc CD changer and Monsoon speakers are available throughout the complete H3 range.

But the Hummer H3 will be a global vehicle, according to General Motors, which recently announced that its $100 million factory in South Africa will be assembling the chunky SUVs for markets in Europe, Asia Pacific, Middle East and Africa (EAPMEA), using parts made in the US. Assembly of the H3 is set to begin during the last quarter of 2006 and annual production for export could eventually exceed 10,000 units per year, according to GM EAPMEA boss Maureen Kempston Darkes.

Hummer H3 sales will begin in Europe in the second half of 2005. Initially, H3 will be the same basic configuration as in the US, with a 3.5-litre inline five-cylinder engine with an output of 220bhp at 5,600rpm. When the South African factory's production kicks in, the H3 will get additional features -- and almost certainly a higher price. A diesel engined version is a certainty.

If you must have one, Kroymans in the Netherlands plans to setup 50+ dealerships solely dedicated for marketing Hummers, and will set up 15 Hummer centres in large metropolitan areas.

Can it succeed? Some say it was a fad that has run its course, though the General will hope the fad is exportable and that the H3 will move into more mainstream market segments.