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HUMMER VISUAL STRATEGY GUIDE
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HUMMER VISUAL STRATEGY GUIDE FIRST PUBLISHED IN 2016 DESIGN BY KE WANG WWW.BETOUGH.COM
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REBRANDING
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TABLE OF CONTENTS
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BRAND OVERVIEW
HISTORY & TIMELINE
NEW VISION
AUDIENCES
BRAND GRID
COMPETITORS
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BRAND OVERVIEW
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BRAND OVERVIEW
BRAND OVERVIEW Few vehicles are as instantly recognizable as a Hummer SUV. Unapologetically boxy and impossibly wide, these rugged vehicles were originally built for military use, and it shows. For Hummer aficionados, the fact that these mammoth rock-crawlers are tanklike both in appearance and nature is a selling point, not a flaw. Go to a Hummer dealer and all you’ll see are SUVs. There is no such thing as a Hummer car, at least not yet. The Hummer brand can actually trace its roots back to another military icon -- the Jeep. Designed by the Willys-Overland company in the 1940s, the Jeep became so popular that when Henry J. Kaiser purchased the Willys-Overland company in 1953, the name was changed to Kaiser-Jeep. In 1970, American Motors bought KaiserJeep and renamed it the Jeep Corporation. At that point, Jeep was producing vehicles through two divisions: the Commercial Products division in Toledo, Ohio, and the Government Products division in South Bend, Indiana.
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HISTORY AND TIMELINE
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BRAND HISTORY Hummer was a brand of trucks and SUVs, first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name and marketed three vehicles: the original Hummer H1, based on the military Humvee, as well as the H2 and H3 models that were based on smaller, civilian-market GM platforms. By 2008, Hummer’s viability in the economic downturn was being questioned, and it was placed under review by GM management. Rather than being transferred to Motors Liquidation Company as part of the GM bankruptcy in 2009, the brand was retained by GM, in order to investigate its sale.
Humvee
In 2009, a Chinese manufacturer, Sichuan Tengzhong Heavy
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The High Mobility Multipurpose Wheeled Vehicle (HMMWV), commonly known as the
Industrial Machinery Company, announced that it would acquire
Humvee, is a four-wheel drive military light truck produced by AM General.
Hummer, pending government approvals, but later withdrew its bid. On February 24, 2010, Reuters reported that the Chinese ministry of commerce had prevented the deal, although a ministry spokesperson denied rejecting the application, which had been stalled for eight months. At the end of February, General Motors announced it would begin dismantling the Hummer brand. Although the automaker announced two days later that it had been approached with new offers, by April 2010, any sale became unlikely, as inventory was depleted and Hummer dealerships began shutting down. After filling a rental-car fleet order, the last Hummer H3 rolled off the line at Shreveport on May 24, 2010. The original maker of Hummer, AM General, lost their bid to build the HMMWV’s replacement for the U.S. military in 2015. The original Hummers were first designed by AM General
H1
Corporation, a wholly owned subsidiary American Motors Corporation (AMC), and built in its Mishawaka, Indiana, assembly
The first vehicle in the Hummer range was the Hummer H1, based on the Humvee.
plant. In 1979, the United States Army was seeking contractors
Originally released in 1992, this vehicle was designed by American Motors’ AM General
for a new “High Mobility Multi-Purpose Wheeled Vehicle”
subsidiary for the U.S. Military. Five years previously, AMC had been bought by Chrysler.
which could follow the tracks and ruts of full size army trucks (HMMWV). Among the four competitors for the contract, AM
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General designed an entirely new vehicle to meet the Army’s requirements.[9] In less than one year, it was the first to deliver a prototype vehicle. Initial production versions were delivered to the Army’s proving grounds in April 1982. After testing was completed AM General was awarded the contract to supply its HMMWV to the United States armed forces. The firstmodels were built in a variety of military based equipment and versions. The first contract was in 1983, worth US$1.2 billion to produce 55,000 “Humvees” by 1985. The first production vehicle was assembled by AM General on January 2, 1985. The contract was later increased for an additional 15,000 units.
H2
AM General had planned to sell a civilian version of the Humvee as far back as the late 1980s. Having the same structure and most
The Hummer H2 was the second vehicle in the Hummer range. There were two variations: The
mechanical components, the civilian Hummers were finished
H2 SUV and H2 SUT.
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in automotive gloss paint, adding passenger car enhancements such as air conditioning, sound insulation, upgraded upholstery, stereo systems, wood trim, and convenience packages. The civilian model began in part because of the persistence of Arnold Schwarzenegger, who saw an Army convoy while filming a movie. In 1992, AM General began selling a civilian version of the M998 Humvee vehicle to the public under the brand name “Hummer.” In December 1999, AM General sold the brand name to General Motors, but continued to manufacture the vehicles. GM was responsible for the marketing and distribution of all Hummers produced by AM General. Shortly thereafter, GM introduced two of its own design models, the H2 and H3, and renamed the original vehicle H1. AM General continued to build the H1 until it was discontinued in 2006, and was contracted by GM to produce the H2.
H3
The H3 and H3T truck were the smallest of the Hummer models and were based on the GMT355 platform shared with the Chevrolet Colorado and GMC Canyon compact pickup trucks.
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1907 1941
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1953 1971 1981 Aerospace and Defense.
AM General was purchased from AMC by LTV
manufacture commercial vehicles for American Motors.
A new subsidiary called AM General was formed to
Jeep and three other military vehicles.
Multipurpose Wheeled Vehicle (HMMWV) to replace the
Development commenced on a High Mobility
the company’s name was changed to Kaiser-Jeep.
Following Henry Kaiser’s purchase of Willys-Overland,
produced by Willys during World War II.
for the US Army. An estimated 363,000 Jeeps were
Willys began manufacturing MA and MB 1/4-ton trucks
Overland in Toledo, Ohio.
troubled Overland car company and established Willys-
Car dealer John Willys took over the financially
HUMMER REBRANDING
BRAND TIMELINE THE 100+YEAR HUMMER
In December 1999, AM General sold the brand name to General Motors,
but continued to manufacture the vehicles. GM was responsible for the
marketing and distribution of all Hummers produced by AM General.
Shortly thereafter, GM introduced two of its own design models, the H2
and H3, and renamed the original vehicle H1.
1983
1992 2003 2008 2010
Hummer gym, club and camp will on market.
Hummer brand rebirth.
awkward issues cropped up.
subject to the approval of the Chinese government. Two
The sale agreement between GM and Tengzhong was
or the entire franchise could be terminated or sold.
under review and that its products might be redesigned
Rick Wagoner announced that the Hummer brand was
Following a sharp spike in US gasoline prices, GM CEO
General.
components; final assembly was still handled by AM
Tahoe chassis and a GM 6.0-liter V-8 were the key
the more roadworthy HUMMER H2. A modified Chevy
Collaboration between GM and AM General yielded
under the brand name Hummer.
AM General began selling the first civilianized M998s
HISTORY AND TIMELINE
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NEW VISION
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NEW VISION
HUMMER VEHICLES HAVE ALREADY BEEN IN THE PAST. NOW THE NEW MISSION OF HUMMER IS COMING.
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BRAND SOUL
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EMPOWER TO BRING PEOPLE COURAGE/ AMBITION TO FACE THE GREAT CHALLENGES IN THEIR FUTURE.
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NEW MISSION
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OUR MISSION IS TO EMPOWER PEOPLE TO HAVE COURAGE / STRENGTH TO FACE THE GREAT CHALLENGES IN THEIR LIFE.
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NEW VISION
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AUDIENCE
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JASON WALKER
THE EX-SERVICEMAN
36 years old | 120,000 per year | Living in Texas Jason has special emotion for Hummer because he was used to be a soldier with Hummer. That means he is a big fan and friend of Hummer. He loves US more than love himself.
He is interested in any thing about military because he was used to be a soldier. He likes mountain-climbing because he enjoys the feeling of conquest. 26
He is a master for hunting because military taught him how to kill. He loves to watch Super Bowl because he thinks the sport is the most powerful sport in the world. He has three pitbulls, and he trains them every weekend. He is a membership in a adventure club because he loves to challenge himself. He goes to gym 3 times per week because he wants to keep himself strong.
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ADAMS ALEX
CHALLENGER
29 years old | 110,000 per year | Living in Georgetown, California Adams is an off-road enthusiast. He is interested in modified cars. Hummer is one of the best choices for his hobby, and Hummer has high off-road performance.
He likes off-road because he can challenge himself to face difficulty and weakness. He loves to analyze the modified cars because he usually modify his SUV to 28
challenge some off-roads. He likes to social because the way can make some friends who have Like-minded. He usually make his car looks cool because he wishes his car can represent yourself. He is a big fan of Lebron James because Lebron is the strongest NBA player. He likes to listen Hip hop. He works in an auto repair shop because he needs more money and experience.
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HODGE DONNY
A BIG BODY COACH
32 years old | 75,000 per year | Living in San Francisco Hodge has a crazy pursuit for power. Hummer as a powerful brand can attract his eyes and can satisfy his needs for power.
He stays in gym 8 hours every day because he is a fitness coach. This is his job and hobby. He has three cars. One is a SUV, one is a truck and the last one is a super sport car. 30
He likes to read fitness magazine because he wants to learn something from magazine. He had two years military experience. He likes healthy food for keep his body strong. He motivates his future because he believes he can defeat any difficulties. He likes every sport because he thinks sport means health.
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MALCOM ROSE
ATHLETE
24 years old | 600,000 per year | Living in LA Hummer is a common choice for Athletes, especially for basketball players because its size, power and brand is so suitable for basketball stars.
He is 7’0� tall, so most of his cars are SUVs and Trucks. He usually customize his cars and make them looks different. 32
He wants to become a super star in NBA, so he works hard and bravely face his weakness. He likes to go to night club because he needs to release his stress. He is a big fan of Lebron James because Lebron is the strongest NBA player. He likes to listen Hip hop.
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RAINES MIKE
BOSS
58 years old | 700,000 per year | Living in LA Hummer is a symbol of power and status for rich people.
He enjoys life between money and power. He likes to smoke cigar. He doesn’t care about oil price because he is rich. 34
His speak is very aggressive, especially when he is talking about business. He likes to buy some things that can show his power and status. He is a membership in a adventure club because he loves to challenge himself. He plays golf every morning for make his life healthy.
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JOHNNY VINCE
HIP HOP STAR
33 years old | 400,000 per year | Living in LA Hummer brand has obvious aggressive and confrontational symbols. For hip hop and rap singer with such a symbol of the same, they have a lot in common.
He likes to use their own songs to fight social life because he has a lot of discontent. He likes to smoke marijuana and cigars to let himself find inspiration. 36
He had a two Hummers because he is a big fan. He likes to wear hip hop style clothes because it was his musical language. He likes to socialize with other musicians because the way can learn a lot. He is a membership in a adventure club because he loves to challenge himself. He loves to watch football because he thinks the sport is the most powerful sport in the world.
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JENNY EMA
BUSY MOM
38 years old | 60,000 per year | Living in San Jose
She loves her family because that is her all. Her life is very frugal, and low desire for money. She likes to study cooking for her two childrens will 38
love to eat her meal. She had no ambition, and very satisfied with life now. She likes to watch TV to kill the time. She likes to do aerobics every day so she can guarantee with very little money to achieve the goal of healthy living. She likes to clean house for giving a good environment for her family.
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CHRIS PAGE
CODER
35 years old | 160,000 per year | Living in Fremont, CA
He stays in front of computer 8 hours per day for his job. He likes creative things and Hi-tech field. He had a Prius car because he likes Prius’s technologies. 40
His goal in life is to create a new network products. His life is kind of boring because he spent most time on computer and his skills He likes peace and quiet space because the spaces can make his thinking .
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BRAND GRID
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HUMMER BEFORE Hummer before giving the impression is representative of the powerful US military. So you can represent the elements of the previous Hummer, including weapons, steel, fortresses, war scenes, soldiers and dogs and so on. This is the most characteristic of the characteristics of the Hummer. While the entire color is the color of the US military feel, the material also has a hard feeling of steel and cement.
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HUMMER FUTURE The future Hummer will continue the Hummer impression in the US military, such as strong and strength. But the difference is that the future of the Hummer will be more close to the lives of ordinary people, but also ways and means will change. It will focus on the power and energy to bring ordinary people can become powerful and brave can overcome the strong challenges facing life.
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COMPETITORS
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CURRENT COMPETITORS The catalog is about introducing 10 current competitors of Hummer. The same point is all of these brands are producing civilian SUV, and they are very popular. The differences between Hummer and these brands are: Hummer represents the American spirit and American power. It reflects the strength, domineering and spirit of challenge.
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Jeep is a brand of American automobiles that is a division of FCA US LLC , a wholly owned subsidiary of Fiat Chrysler Automobiles.
Chevrolet , colloquially referred to as Chevy and formally the Chevrolet Division of General Motors Company, is an American automobile division of the American manufacturer General Motors (GM)
Land Rover is a car brand that specialises in four-wheel-drive vehicles, owned by British multinational car manufacturer Jaguar Land Rover, which is in turn owned by India’s Tata Motors since 2008.
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The Ford Motor Company is an American multinational automaker headquartered in Dearborn, Michigan, a suburb of Detroit.
COMPETITORS
Mercedes-Benz is a global
Toyota Motor Corporation
automobile manufacturer and a
is a Japanese automotive
division of the German company
manufacturer headquartered in
Daimler AG.
Toyota, Aichi, Japan. 51
GMC (General Motors Truck
Bayerische Motoren Werke
Company), formally the GMC
AG , usually known under its
Division of General Motors LLC,
abbreviation BMW , is a German
is a division of the American
luxury vehicle, motorcycle, and
automobile manufacturer
engine manufacturing company
General Motors (GM) that
founded in 1916.
primarily focuses on trucks and utility vehicles.
Honda Motor Co., Ltd. is a
Cadillac formally the Cadillac
Japanese public multinational
Motor Car Division, is a division
conglomerate corporation
of the U.S.-based General
primarily known as a
Motors (GM) that markets
manufacturer of automobiles,
luxury vehicles worldwide.
aircraft, motorcycles, and power equipment.
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ADJACENT COMPETITORS The catalog is about introducing 10 adjacent competitors of Hummer. It shows if customers didn’t spend money in Hummer, which some brands also might they spend money. The same point is all of these brands are they represent tough, powerful and cool. People who would like the Hummer brand also like these brands. Because the Hummer brand and these products are the same to show special tough. Using these products will give a sense of conquest.
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Harley-Davidson, Inc. (H-D), or Harley, is an American motorcycle manufacturer, founded in Milwaukee, Wisconsin in 1903.
Champ’s boxing club is a well equipped facility with two boxing rings, heavy bags, double end bags, speed bags, free-weights and functional equipment.
24 Hour Fitness is the world’s largest (by memberships) privately owned and operated fitness center chain, and third in number of clubs behind Gold’s Gym and Fitness First of the UK
The Cigar Bar & Grill offers an atmosphere low on pretension and high on relaxation. We offer an excellent selection of cigars, wines and spirits. Inside, relax in our rustic environment, featuring welcoming leather couches, low lighting and wooden tables.
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COMPETITORS
Ridley Bikes was started in 1997
The North Face, Inc. is an
by Jochim Aerts, a frame builder
American outdoor product
and painter who had been
company specializing in
producing frames for Belgian
outerwear, fleece, coats, shirts,
bicycle companies since 1990.
footwear, and equipment such as backpacks, tents, and sleeping bags.
Casio Computer Co., Ltd. is
Target shooting club has been a
a multinational consumer
leader in the firearms industry
electronics and commercial
for over 25 years.
electronics manufacturing company headquartered in Shibuya, Tokyo, Japan.
Dance culture changes by the
Louis Vuitton Malletier,. The
day, but one Denver nightlife
label’s LV monogram appears
destination always stays on beat.
on most of its products, ranging
Between world-class bookings,
from luxury trunks and leather
unparalleled production values,
goods to ready-to-wear, shoes,
and a second-to-none crowd
watches, jewelry, accessories,
experience, no weekend in the
sunglasses and books
city is complete without a visit to Beta Nightclub. VISUAL STRATEGY GUIDE
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HUMMER REBRANDING
ASPIRATIONAL COMPETITORS The catalog is about introducing 10 aspirational competitors of future Hummer. For rebranding Hummer, it is going to become a adventure brand, so the following brands are as similiar as the adventure Hummer. They are totally represent adventure, such as bike adventure, off-road adventure, climbing adventure and etc. However, the business of new Hummer is to guide people challenge themselves and face the difficulties through adventure ways, so it means Hummer is a little different to these brands.
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Red Bull is an energy drink
DamascusÂŽ has been making
sold by Austrian company Red
premium quality hand gear
Bull GmbH, created in 1987.
for the men and women of the
In terms of market share, Red
US Armed Services and other
Bull is the highest-selling
facets of law enforcement
energy drink in the world, with
worldwide, since 1955.
5.387 billion cans sold in 2013.
Whether you’re preparing for a summer weekend of car camping or a weeklong overland expedition in the backcountry, be truly ready for adventure with uncompromising equipment.
VISUAL STRATEGY GUIDE
Founded in 1996, Adventure Technology is a leader in ergonomic design and functionality and delivers exceptional quality to support a lifetime of paddling.
COMPETITORS
Adventure Bike Warehouse is
Youth With A Mission is an
an online shop providing great
evangelical inter-denominational,
gear and offering genuine help
non-profit Christian, missionary
and advice.
organization. 55
Our culture started from the
PlayStation is a gaming brand
minute we decided to acquire
that, as of 2016, consists of four
Grand Circle in 1985, and it has
home video game consoles,
been shaped by countless events
as well as a media center, an
and people over our history.
online service, two handhelds and a phone, as well as multiple magazines, and is created by Sony Interactive Entertainment.
Inside us all exists an
Outdoor adventure travel is
adventurous soul - a wild heart
California’s premiere outdoor
that is called from nature to
school specializing in surf
live authentically and free from
camps, rock climbing classes,
modern society.
backpacking trips, mountain biking, wilderness survival skills instruction, & adventure tours.
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SAVING
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HUMMER
HUMMER IS JUMPING TO THE NEXT STEP.
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First published in 2016 Š 2016 Ke Wang china007keke@gmail.com www.betough.com The book is a non-commercial project for education purposes and is not intended to represent the Hummer brand. All right reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Ke Wang. Design: Ke Wang Class: Nature of Identity Professor: Hunter Wimmer
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