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April
27, 2005
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In addition, HUMMER will have H3 vehicle displays and special NFL draft viewing parties for football fans at several ESPN Zone restaurants in major U.S. cities. Throughout the weekend, HUMMER will air a new TV spot previewing the H3 on ESPN's NFL Draft telecast and debut an exclusive online ad on HUMMER.com. "ESPN and sports in general are natural outlets to reach HUMMER customers, said Liz Vanzura, HUMMER marketing director. "The NFL Draft is extremely popular among our target customers and is the perfect place to showcase the H3." When the H3 arrives in showrooms, HUMMER will rollout additional ads focused on the vehicle's authentic design, off-road capability and midsize dimensions. "In a market full of ordinary SUVs, H3 is an extraordinary new presence," said Susan Docherty, HUMMER general manager. "Our marketing launch for the H3, will extend HUMMERs position in the market of being truly 'Like Nothing Else'." The H3 marks the brand's first entry into the midsize SUV market. For HUMMER, a new midsize SUV means a new target customer and a new twist on its well-recognized ad campaign. "H3 will appeal to a slightly younger and more diverse group of customers with a base price starting at $29,500 and a size that puts it in the heart of the midsize utility segment," said Docherty. "Though more approachable, H3 is a serious off-road machine, just like its siblings the H1 and H2." H3 advertising kicks off with the introduction of two new ads. "Vertigo," airing during the NFL Draft, showcases the experiential nature of the brand and features a younger, more active H3 customer. At the same time, "Game Over" debuts exclusively on HUMMER.com and highlights H3's off-road performance through actual test-footage shot during the final stages of vehicle development. "Game Over represents a shift in our strategy toward more online advertising," said Vanzura. "The H3 target customer is extremely web-savvy and relies heavily on the Internet for up-to-date information on the things that interest them." H3 advertising begins in earnest in mid-May as vehicles start arriving at dealerships. New ads will air throughout the summer and into the fall. H3 Base MSRP: $29,500 H3's introductory price includes standard equipment such as full-time electronic four-wheel drive, GM's award-winning OnStar safety and communication system, and a 5-speed manual transmission, a first for HUMMER. H3 is also covered by HUMMER's premium four-year/50,000-mile warranty plan. H3 will be available with two optional packages - Adventure and Luxury. The Adventure Series includes key off-road performance equipment such as huge 33-inch tires, a 4:1 electronic transfer case and locking rear differential. The Luxury Series includes amenities such as heated leather seats and a leather-wrapped steering wheel. The Adventure and Luxury series can be combined, as well, for a truck offering the best of both worlds. Options such as four-speed automatic transmission, sunroof, XM Satellite Radio, 6-disc CD changer and Monsoon speakers are available throughout the complete H3 range. (April 22, 2005)
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