In 2002, Jacques Moore added the Hummer brand to his Cadillac-Saab dealership in Richmond, Va.
As a pioneer with General Motors' new premium channel, Moore spent millions building a separate Hummer showroom. He was a satisfied Hummer dealer — until Tuesday. That's when GM made it clear it is pulling the plug on Hummer, saying it is considering "all options" for the brand, including selling it.
"I have a real problem, an ice pick in the eye, with GM's change in attitude here," Moore said. "Rather than talk about selling Hummer and doing away with a very cool iconic brand that the public really likes, why not give us a hybrid or two?"
That may be an option. But GM CEO Rick Wagoner made it clear that Hummer is the fat man in the lifeboat who might be tossed overboard.
Wagoner's announcement that GM plans a "strategic review" of the brand dismayed dealers who had spent millions on distinctive Quonset-hut styled stores with test tracks and a huge "H" framing the front door. It also cast doubt on GM's plans to build a premium sales channel of Cadillac, Hummer and Saab.