Hummer discovers its feminine side

by Richard Abbott on Sunday, 07 January 2007

The Hummer is different to just about every other vehicle on the road. Like its slogan says, it is 'like nothing else'.

Forgoing the sleek curves of its rivals, it is a monstrous contraption that few could describe as beautiful. It is loved and loathed in equal measures.

Yet Hummer, which is manufactured by General Motors, is one of the most iconic motoring brands in the world, especially in the 4x4 loving Middle East.

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Ahmed Soudodi, marketing manager for Hummer in Africa and the Middle East, says the vehicle is, first and foremost, a daring brand that stands for power, strength, freedom, independence and uniqueness.

"From its design to its off-roading capabilities and performance, Hummer is truly like nothing else," he says.

When GM draws up marketing plans for Hummer, it considers the vehicle as a lifestyle expression rather than a means of getting from A to B.

Soudodi explains: "We've noticed from regional research clinics that our customers are as unique as our vehicles; males and females alike, they don't follow the status quo, they are daring, successful and like outdoor activities, from off-roading, surfing, hiking and skiing to extreme sports."

With this in mind, Hummer focuses on experiential marketing platforms such as 'ride and drive' events, which aim to contribute towards a "positive ownership experience".

To promote the new H3 Hummer, billed as a 'Smaller Hummer', GM used advertising in unconventional locations, putting Hummer in places such as a skidome and on the bottom of a swimming pool.

The Middle East has one of the highest levels of premium brand vehicles in the world.Keeping that in mind, and in addition to the desert terrain that covers most of the region, the Middle East is an ideal market for the brand, says Soudodi.

Hummer's advertising is produced by Leo Burnett, while media is handled by Starcom Mediavest and PR is looked after by Hill & Knowlton.

Soudodi says: "We use a very healthy media mix that covers most mediums of advertising between ambient and outdoor media executions. We had a 3D full-size H3 in Ski Dubai, H2 pool stickers in swimming pools around town, 3D full-size H3 on the side of a building in Abu Dhabi, and Hummer dumbells in select gyms around the Middle East.

"This clearly says that we utilise creative media buys that are like nothing else in print and online in a way that remains true to the Hummer brand."

Soudodi says that 2007 is a pivotal year for the development of Hummer in the Middle East, with plans to launch the first Hummer off-road driving academy outside North America. GM will also be opening Hummer merchandise stores around the region that will sell branded gear, from apparel to watches, sunglasses and mountain bikes. It will also launch The Hub or 'Hummer User Base' an outdoor activities club for Hummer owners. The Hub will have local chapters in all major cities in the region

Diagnosis
Andrew Philips, vice-president, client services, Bates PanGulf

Once the cornerstone of the US military, the mighty macho Hummer was the shining symbol of true masculine maleness. Finally, a car brand that delivered rugged toughness and functionality giving every member of the male species a sense of independence and winning prowess. That's what all the communication led me to believe. I loved it and firmly believed it the product of a giant mutant robot and Godzilla mating, the Hummer had to be a male.

Yes. Hummer was definitely a bloke. My opinion was firmly set.Then I was literally forced to re-look at my perspective, taking a new look at the boy brand after an experience on Sheikh Zayed Road. For in my rear view mirror, not two inches off my bumper was an empowered female in a bling-ed Hummer with her full beams on, gently persuading me to move over or I would learn the consequences of being in her way.

This is when I suddenly woke up to who was actually buying these beasts. Women. Hummer has become the new Diet Coke. It's a brand that allows women to say "Mine is bigger than yours, mate and you'd better get used to it". During the course of this campaign, somewhere the goalposts changed and a much more powerful adversary needed to be won over. The battlefield was no longer a far off desert land, but close-to-home suburbia. The beast now has a bling factor which appeals to the upwardly mobile, confident young woman. Yellow Hummers, stretch Hummers, Hummers with suspensions raised or Hummers with suspensions lowered, Hummer is becoming the latest mobile phone accessory. Even the likes of Paris Hilton own a pearlescent pink pseudo-tank transport.

Rugged, tough, enduring, independent, loyal and dependable. All solid values, but the functionality attribute is now being defined as "how many of my entourage can I fit in?".

REMEDY

• I would encourage Hummer to embrace its female side and focus some of its communication to this currently unrecognised segment.

• At present the consumer is shaping the personality to the brand. I would take positive action have this role taken over by the brand.

• Consider a programme of brand ambassadors.

• Develop viral marketing/web-based channel concepts giving the brand access to its new cult audience.

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USER COMMENTS (1 COMMENTS)
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Totally Agree
Posted by Gail, Dubai, UAE on 29 June 2007 at 01:00 UAE time

This article is spooky...I am female...and have always wanted a Hummer since I first clapped eyes on one in Kuwait 10 years ago!! Most car adverts are not targetted at women...shame cos we buy a car like a handbag or pair of shoes....it's all about aesthetics....if we like the look of it, it we want it, we buy it....simple as that! We are an untapped market! This year I will be buying a Hummer...just wish they did pink ones here- will have to make do with the red one!

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