check this out from CNN.com

[HummerJim]

What a handsome young fellow Seriously, as a long time Hummer owner I bought my Hummers for what they can do in the woods, in the snow, through the creek, and in the mud while being comfortable in the cabin of a reliable American made vehicle. The fact that it was made in America by AM General was a factor in my buying one.
I like the looks, but it wasn't because of machismo that I bought it, it's because I wanted one after riding in a friend's offroad in the Ozarks and have loved every minute of owning both of my Hummers. To a lot of us, it's our fun car and not our everyday driver. With the offroad events dealers used to have GM helped promote it as a lifestyle and hobby. It also sold a lot of accessories before and after those events. People own Hummers for different reasons, but I'm not sure most would say it was because of the machismo.