Hummer targets younger buyers with new model

Renco, owner of WCI Steel, also owns the company that makes Hummers.
By DON SHILLING
VINDICATOR BUSINESS EDITOR
LOS ANGELES -- The auto industry has taken to calling a General Motors' concept truck the baby Hummer H2.
The name just doesn't sound right, however, to Steve Kim, senior lead designer for the Hummer H3T.
"It's not a baby. I call it the rebellious son of H2. It has more of a wild spirit," Kim said Tuesday after GM introduced the vehicle at the Greater Los Angeles Auto Show.
He led a design team that was challenged with giving the Hummer portfolio something for a younger buyer.
Some people shy away from the H2 because of its size, Kim said.
"The H3T is a smaller, more nimble, agile vehicle that you can use," he said.
GM said it wouldn't put the Hummer badge on the vehicle if it couldn't handle rugged and twisty terrain.
Premium specs
While the H3T is smaller than other Hummers, the truck still has premium performance specifications, Kim said.
"Smaller doesn't mean cheaper or less capable," he said.
New features are focused on attracting active buyers.
A digital video camera is mounted on the hood so drivers can record what they are seeing and driving through and over. Those images can be downloaded onto a computer and e-mailed.
"Someone could send them to a friend and say, 'Here's what I did today,'" Kim said.
The truck bed has a side access door for loading smaller items. A step folds out to provide easy access, and a small storage area is just inside so wet or dry items can be stored away from other items.
The gate to the bed folds down without revealing a gap between it and the bed so surf boards or other items can be slid in easily.
GM invited Nike to jointly design the tires because of the shoe company's expertise on shoe treads. Kim said a red center strip is designed for improved traction in sand, while the outer edges of the tires have knobs of different textures to provide grip on pavement and over rocks.
Despite the differences, the H3T carries many traditional Hummer styling cues, including a seven-slot grill, slanted hood, wide stance and wide and upright windshield.
Uncommitted
So far, GM hasn't committed to bringing the H3T to market, but Kim said designers would love for GM to decide that there is a market for the H3T.
"We hope the bean counters can make it come out right," he said.
Media reports have said industry officials expect the H3T to be brought to market in 2005.
Dealers also are eager for more Hummer products. GM is setting up stand-alone Hummer dealerships across the country.
Greenwood Hummer, which has the Hummer franchise for eastern Ohio and western Pennsylvania, is planning to build a new dealership on Mahoning Avenue in Austintown, Ohio, next to Greenwood Chevrolet.
The original Hummer is a $100,000 vehicle based on the Humvee military vehicle. The H2 is a smaller version and costs about $50,000. GM markets the H2 as the ultimate off-road vehicle, capable of going over three-foot boulders, through two feet of water and up steep inclines.
Next spring, Hummer will introduce the H2 SUT, which will cost about $55,000. It is similar to the H2 but has a short truck bed in the back. Like the Chevrolet Avalanche, the back of the passenger compartment collapses to expand the cargo area.
Hummers are made by AM General in Indiana and marketed by GM. AM General is owned by Renco Group, which also owns WCI Steel in Warren.
shilling@vindy.com