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While GM Fiddles, Wisconsin Hummer Dealer Acts
DETROIT — General Motors hasn't announced what it plans to do with its endangered Hummer brand yet, but at least one of the nation's most successful auto dealers isn't waiting around for his supplier to decide.
Bergstrom Automotive apparently plans to move its stand-alone Bergstrom Hummer Milwaukee dealership into its nearby Bergstrom Chevrolet dealership. In doing so, Bergstrom plans to take down the expensive, Hummer-branded aspects of the facility, including its Quonset-hut style roof, and to reduce the size of the Hummer test track.
In place of the stand-alone Hummer shop, Bergstrom plans to open a store to sell certified used GM vehicles.
Meanwhile, other Hummer dealers are reporting the status quo continued, in terms of their disposition toward retailing the brand as well as any indications whether GM plans to try to sell, refurbish or even terminate the Hummer brand. One was Craig Hubbell, general manager of Hummer of Detroit.
"The only thing we're planning to do is continue to sell Hummers — as many as we possibly can," said Craig Cutcher, sales manager at Ken Batchelor Hummer in San Antonio.
But he said that showroom traffic has dropped and that "the people coming are expecting bigger discounts." Right now, Hummer is offering a $5,000 cash rebate on the purchase of an H3, or a $299-a-month lease. Cutcher conceded that some customers are so anxious to dump their Hummers that, if they have negative equity in the vehicle, they'll risk being worse off financially overall even after investing in a much smaller and more fuel-efficient vehicle.
Cutcher said that he doesn't believe GM will sell the Hummer brand. "But it wouldn't surprise me to see the dealer body shrink" nationwide from its current 171 Hummer dealers to around 130.
What this means to you: Hummer deals are probably the best in any town, especially now that some dealers have begun taking a fire-sale approach. — Dale Buss, Correspondent
Bergstrom Automotive apparently plans to move its stand-alone Bergstrom Hummer Milwaukee dealership into its nearby Bergstrom Chevrolet dealership. In doing so, Bergstrom plans to take down the expensive, Hummer-branded aspects of the facility, including its Quonset-hut style roof, and to reduce the size of the Hummer test track.
In place of the stand-alone Hummer shop, Bergstrom plans to open a store to sell certified used GM vehicles.
Meanwhile, other Hummer dealers are reporting the status quo continued, in terms of their disposition toward retailing the brand as well as any indications whether GM plans to try to sell, refurbish or even terminate the Hummer brand. One was Craig Hubbell, general manager of Hummer of Detroit.
"The only thing we're planning to do is continue to sell Hummers — as many as we possibly can," said Craig Cutcher, sales manager at Ken Batchelor Hummer in San Antonio.
But he said that showroom traffic has dropped and that "the people coming are expecting bigger discounts." Right now, Hummer is offering a $5,000 cash rebate on the purchase of an H3, or a $299-a-month lease. Cutcher conceded that some customers are so anxious to dump their Hummers that, if they have negative equity in the vehicle, they'll risk being worse off financially overall even after investing in a much smaller and more fuel-efficient vehicle.
Cutcher said that he doesn't believe GM will sell the Hummer brand. "But it wouldn't surprise me to see the dealer body shrink" nationwide from its current 171 Hummer dealers to around 130.
What this means to you: Hummer deals are probably the best in any town, especially now that some dealers have begun taking a fire-sale approach. — Dale Buss, Correspondent
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