General Motors didn't plan it this way, but the Hummer brand is getting a big boost from the war in Iraq.
Some dealers in the USA are reporting brisk vehicle sales while others say people can't get enough Hummer-brand shirts, mugs, jackets and models.
As in the 1991 Gulf War, the military version of the Hummer -- the HUMVEE, or High Mobility Multipurpose Wheeled Vehicle -- is featured prominently on news reports from the battlefield.
As a result, the H2 model -- sometimes called the Baby Hummer -- is experiencing a big boost in sales. Last month, US dealers sold about 3,300 H2s.
But the H2's popularity is putting some dealers in an uncomfortable position. They want to sell everything on their lot, but they don't want to appear to be profiting from the war.
Patriotism also appears to be a factor in boosting Hummer sales.
As one Californian dealer said: "Nothing screams American like driving a Hummer."