GM flew in a planeload of journalists, and even CEO Rick Wagoner showed up. But six years later, with Hummer sales shrinking, Bergstrom's showcase dealership is getting an overhaul.
The store has an off-road course, a large curved steel corrugated roof that mimics the style of World War II Quonset huts, and a large steel "H" in the facade that doubles as the doorway.
Now the roof is coming off, and slow-selling H3s have been rolled out of the store and into a corner of Bergstrom's Chevrolet showroom next door. He will turn the Hummer building into a no-frills used-car outlet. The conversion to a GM Certified Used Vehicle store will be completed by October.
Some dealers spent as much as $6 million to build their Hummer Taj Mahals. Now the stores are looking more like white elephants. GM says it is considering all options for the struggling brand — including selling it.
Said Bergstrom: "The market is changing, and we're changing with it."