Monday, 1 March 2010

Hummer RIP

"General Motors said on Wednesday that it would shut down Hummer, the brand of big sport utility vehicles that became synonymous with the term gas guzzler, after a deal to sell it to a Chinese manufacturer fell apart." —The New York Times, Feb. 25, 2010

In 2007 I wrote about massive change in society that I described as the Sustainable Revolution. My book Adapt and Thrive was published the following year. I predicted that the future of the Hummer brand would be a barometer of when the revolution was ready to take off.

“Driving an SUV will be a good barometer of where we have reached. Having one is a proud aspiration of many drivers now, but when fashion changes they will not enjoy the ridicule that will be heaped upon them. This will not be a clear-cut transition, as, even if we push the costs prohibitively high, there could be a small hard core who take pleasure in demonstrating their ability to pay. It will only be when they are shunned socially for their choice of vehicle, and the latest Hummer is no longer the thing to be seen driving, that the SUV will finally leave our city streets.”
Adapt and Thrive: The Sustainable Revolution, by Peter McManners 2008.

If I am right, then the death of the Hummer brand heralds the start of the Sustainable Revolution.

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