Autos

Hummer

How the brand is in trouble: All-truck brand, gas prices, gas-guzzler reputation
How it can survive: New models, cost sharing, expanding overseas
Sales, first four months 2008: 12,243
Sales, first four months 2007: 17 379
Percent change: -29.6%
Pictured: Hummer HX Concept
Starting Price: TBA

Hummer is GM’s newest brand, acquired from AM General in 1999. To escape being “last in, first out,” Hummer must outlive its gas-guzzling reputation. A toned-down version of the HX Concept shown at the Detroit auto show in January could help. It’s small and can run on renewable ethanol, but looks like something you would drive on a rescue mission – which in a way, it is, if it can rescue the Hummer brand. In GM’s new scheme, Hummer is buddied up with Cadillac and Saab. That could compel more shoppers to look at Hummer, even if they weren’t expecting it.