H4 - Smallest Hummer Will Target an Environmentally Conscious Buyers: H4 Arrive in 2010

A stark contrast to most automakers, the growth of General Motors' Hummer brand can be measured in inches lost and pounds shed, rather than the usual increases in length and weight. The original Hummer, the H1, had military heritage on its side, plus technology and combat-proven durability, and though it might've been an army general's best friend in duty it was far too big for urban life. The H1 was followed by the purely civilian H2, and though it was and continues to be much, much smaller it's still enormous. More recently the big and butch looking “midsize” H3 has hit the urban sprawl, but it takes up no more road space than a Toyota Camry. Word on the block is that there's a new Hummer being developed that'll even be even smaller.

As logic would suggest, this new Hummer is going to be called the H4, and it's going to be targeting the compact and crossover segment. According to Hummer's general manager Martin Walsh, the forthcoming H4 will be paired up in development with another GM product, much like the H3. In an interview with GoAuto, he said, “Our growth will be downwards in terms of size . . . opportunities will lie in smaller segments.” Whether or not the development of the H4's "brother" vehicle will be a global effort is yet to be seen, although judging by GM's hopes to market Hummer as a global brand we wouldn't be surprised to see Holden or perhaps even Opel involved in the project.

                       

One issue that the brand will face with the H4 is the “softening” of its hard-core image. If Hummer opts to use a monocoque chassis and independent suspension, which many customers prefer for better comfort and more car-like road holding, the brand would face certain backlash from Hummer enthusiasts and the off-roading community in the same way that Jeep did when it launched the Dodge Caliber-based Compass. A company insider insists that in order to keep theHummer image strong, the H4 would need to ride on a separate chassis, with excellent approach, breakover and departure angles, copious amounts of ground clearance and the all-important Hummer design cues. With an even smaller, more affordable and more efficient vehicle, Hummer predicts that it could gain between 30,000 and 40,000 units; what would be impressive growth considering Hummer sold about 70,000 vehicles in 2006.

In the meantime, Hummer has plans to grow out the H3 product range. In addition to offering the current model globally with right-hand drive and diesel powertrain options, it is expected that an “SUT” truck version will arrive next year. A smart idea, considering the H3 wagon is based on GM's compact Chevy Colorado/GMC Canyon pickups, insiders say it will initially be available as a four-door crew-cab, followed by a regular or extended cab, which would give the Hummer brand a new market and access to the compact pickup arena. General Motors chose to invest heavily in the Hummer brand a few years back, and with its expansion to smaller vehicles that are better suited to non-North American markets and environmentally conscious buyers, its dividends are beginning to pay off.