Part company history, part business tale, and part action novel, "Hummer tells the story of the Humvee's rise from a utility vehicle bred for military use to a suburban status-symbol. Mere than a simple story of GM's clever branding scheme at a perfect juncture in automotive, consumer, and world histories, this book is a cultural dissection of what images make American's open then pocketbooks so readily, and how buying American consumers was never so easy--or conflicted. Americans got their first real look at the Hummer ...
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Part company history, part business tale, and part action novel, "Hummer tells the story of the Humvee's rise from a utility vehicle bred for military use to a suburban status-symbol. Mere than a simple story of GM's clever branding scheme at a perfect juncture in automotive, consumer, and world histories, this book is a cultural dissection of what images make American's open then pocketbooks so readily, and how buying American consumers was never so easy--or conflicted. Americans got their first real look at the Hummer during the first Gulf War. Interestingly, because of the advent of 24-hour news at this same point in time, the Gulf War served as priceless free advertising for AM General's war machine. After seeing the Hummer in action, movie star Arnold Schwarzenegger reportedly helped to convince AM General to prep the Hummer for civilian sales and was one of the first to own one.
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