Conversation with Susan Docherty

[PARAGON]

A Substantial Conversation About the Future Vehicles From GM's Off-Road Muscle Brand
By: Anita Lienert

Date Posted 07-25-2005

Susan Docherty, Hummer's new marketing general manager, takes the reins at a critical juncture in the brand's history at General Motors. She is overseeing the brand's global launch and the debut of Hummer's first mass-market offering, the
under-$30,000 H3. Docherty began her GM career in 1986 at GM of Canada in sales, service and marketing. In 1994, she transferred to the United States for a brief assignment in business planning. The next year she became manager of international marketing and communications for GM Europe and Switzerland and director of marketing and advertising for Cadillac and Chevrolet in Germany in 1996. Docherty returned to the United States in 1999 as Cadillac's marketing director for the Escalade. She holds bachelor's degrees in economics and marketing from the University of Windsor and a master's in management as a distinguished Sloan Fellow from Stanford University.

When will you do a Hummer that's not body-on-frame, like Jeep?
We are looking at two or three next entries for Hummer, all segments where iconic design and unparalleled off-road would work.

You are not threatened by Jeep?
No, I'm not. Are there things we need to be looking at like hybrids and alternative fuels? Yeah, they all enter into the equation, but no, I'm not feeling threatened.

What will the H4 be?
There are a couple of places where Hummer could go next. It could go smaller than an H3, especially as we expand and open dealer facilities for Hummer around the world. When you think about some of the markets and sizes of the roads, could you go smaller with an H4 entry? Yeah, you could. Do I have anything approved yet? No. But we would love to do an H4.

When is the earliest we could see an H4?
Three or four years out. Probably 2008 calendar year as a 2009 model. I'd love to see a pickup crew cab and an H4 to round out the portfolio.

How small do you envision it? Ford Escape size?
Yeah, Jeep Liberty. In that size. But what's really important is if we get smaller, we don't get cute or feminine. Maybe feminine isn't the right word. Soft. Hummer is a very masculine, muscular, powerful, iconic design brand. It's really critical that if you do go smaller, it still has a very proud, masculine stance and it's still Hummer-esque.

Are product planners working on an H4?
They are working on three or four different alternatives. When we look at the industry, what are the segments viable for Hummer? Could Hummer be a full-size crew cab or a midsize crew cab? Could you also do a sport-utility truck for the H3 [like the H2]?

When are those coming?
Beyond H3, I don't have anything in the product portfolio approved. We are looking at four or five different things. Nothing is approved. What we needed, which we did get approved, is the ability to build H3s internationally. GM is spending well over $100 million at the plant in Port Elizabeth, South Africa, to enable us to do that. That is most important, the global expansion. H3 is the vehicle we've been waiting for to take the brand global.

How about a Hummer convertible?
We can do things that are open air, things that feel dune-buggylike. There are all kinds of cool, young, youthful expressions we can do that are still Hummer-like.

What about a Hummer hybrid?
We have nothing in the powertrain plan for hybrids. GM is putting its eggs in the fuel-cell basket. I don't have a hybrid coming in the short term — in the next three to five years. This brand also will never be about zero to 60, either, with the weight of our vehicles.

When will we see a six-cylinder in the H3?
We do expect to do the Alpha series. But what would Alpha be to the H3? We are considering diesels and turbocharged engines.

Where will Hummer be globally in five years?
Hummer has licensees or dealers in over 35 countries. In the Middle East, they have an established dealer network with premium channels — Cadillac, Saab and Hummer. The European organization is very immature right now. By the time the product comes from South Africa, I hope to have dealers appointed and facilities under way.

How many countries will you have next year?
We might add another five or six countries. We've got to do catch-up on 35 countries.

How many countries in 2010?
Forty to 45 in total.

Your global volume now is…?
In 2004, it was 32,000, with about 29,000 in the U.S. and 3,000 internationally. The South African plant will begin shipping H3s in the fourth quarter of 2006. The first phase will be left-hand drive [models], then right-hand drive in 2007. Then left-and-right-hand diesels come in 2008. By 2008, we expect to do over 80,000 globally. By 2010, no reason not to do 100,000 to 110,000. On a global basis, there is only H2 and H3, not H1. The H1 is our Ferrari.

What is the brand recognition outside of the U.S.? Where is it the best and where is it the worst?
It's the best in the Middle East and Europe because there are more on the roads there. Soccer players gravitate to the brand in London.

Where would you not sell it?
In countries with a lot of social unrest and anti-American sentiment, you wouldn't sell it. [Where it] represents "what's wrong with America." Afghanistan is probably not the place [for us]. But New Zealand, Australia, Europe, Japan, China are great markets for us.

Have you sold a Hummer in China yet?
We have not, but there are many on the road in China that are being brought in. I'm very anxious to get Hummer there. Hummer is an exotic vehicle that would appeal to that market. Even though Cadillac may be a year ahead of Hummer in terms of establishing facilities and dealer relationships, there isn't any reason why, if somebody has gone through the process of becoming a Cadillac dealer, they shouldn't be a Hummer dealer.

Did sticking the GM badge on the Hummer vehicles hurt the brand, especially the new H3, and make it less authentic?
Absolutely not. GM lends credibility to our features. Hummer doesn't own OnStar. Hummer doesn't own StabiliTrak. Hummer doesn't own XM. Those all came from the parent. And there's no reason why we shouldn't leverage what GM's got.


http://www.edmunds.com/insideline/do...ticleId=106536

[PARAGON]

A Substantial Conversation About the Future Vehicles From GM's Off-Road Muscle Brand
By: Anita Lienert

Date Posted 07-25-2005

Susan Docherty, Hummer's new marketing general manager, takes the reins at a critical juncture in the brand's history at General Motors. She is overseeing the brand's global launch and the debut of Hummer's first mass-market offering, the
under-$30,000 H3. Docherty began her GM career in 1986 at GM of Canada in sales, service and marketing. In 1994, she transferred to the United States for a brief assignment in business planning. The next year she became manager of international marketing and communications for GM Europe and Switzerland and director of marketing and advertising for Cadillac and Chevrolet in Germany in 1996. Docherty returned to the United States in 1999 as Cadillac's marketing director for the Escalade. She holds bachelor's degrees in economics and marketing from the University of Windsor and a master's in management as a distinguished Sloan Fellow from Stanford University.

When will you do a Hummer that's not body-on-frame, like Jeep?
We are looking at two or three next entries for Hummer, all segments where iconic design and unparalleled off-road would work.

You are not threatened by Jeep?
No, I'm not. Are there things we need to be looking at like hybrids and alternative fuels? Yeah, they all enter into the equation, but no, I'm not feeling threatened.

What will the H4 be?
There are a couple of places where Hummer could go next. It could go smaller than an H3, especially as we expand and open dealer facilities for Hummer around the world. When you think about some of the markets and sizes of the roads, could you go smaller with an H4 entry? Yeah, you could. Do I have anything approved yet? No. But we would love to do an H4.

When is the earliest we could see an H4?
Three or four years out. Probably 2008 calendar year as a 2009 model. I'd love to see a pickup crew cab and an H4 to round out the portfolio.

How small do you envision it? Ford Escape size?
Yeah, Jeep Liberty. In that size. But what's really important is if we get smaller, we don't get cute or feminine. Maybe feminine isn't the right word. Soft. Hummer is a very masculine, muscular, powerful, iconic design brand. It's really critical that if you do go smaller, it still has a very proud, masculine stance and it's still Hummer-esque.

Are product planners working on an H4?
They are working on three or four different alternatives. When we look at the industry, what are the segments viable for Hummer? Could Hummer be a full-size crew cab or a midsize crew cab? Could you also do a sport-utility truck for the H3 [like the H2]?

When are those coming?
Beyond H3, I don't have anything in the product portfolio approved. We are looking at four or five different things. Nothing is approved. What we needed, which we did get approved, is the ability to build H3s internationally. GM is spending well over $100 million at the plant in Port Elizabeth, South Africa, to enable us to do that. That is most important, the global expansion. H3 is the vehicle we've been waiting for to take the brand global.

How about a Hummer convertible?
We can do things that are open air, things that feel dune-buggylike. There are all kinds of cool, young, youthful expressions we can do that are still Hummer-like.

What about a Hummer hybrid?
We have nothing in the powertrain plan for hybrids. GM is putting its eggs in the fuel-cell basket. I don't have a hybrid coming in the short term — in the next three to five years. This brand also will never be about zero to 60, either, with the weight of our vehicles.

When will we see a six-cylinder in the H3?
We do expect to do the Alpha series. But what would Alpha be to the H3? We are considering diesels and turbocharged engines.

Where will Hummer be globally in five years?
Hummer has licensees or dealers in over 35 countries. In the Middle East, they have an established dealer network with premium channels — Cadillac, Saab and Hummer. The European organization is very immature right now. By the time the product comes from South Africa, I hope to have dealers appointed and facilities under way.

How many countries will you have next year?
We might add another five or six countries. We've got to do catch-up on 35 countries.

How many countries in 2010?
Forty to 45 in total.

Your global volume now is…?
In 2004, it was 32,000, with about 29,000 in the U.S. and 3,000 internationally. The South African plant will begin shipping H3s in the fourth quarter of 2006. The first phase will be left-hand drive [models], then right-hand drive in 2007. Then left-and-right-hand diesels come in 2008. By 2008, we expect to do over 80,000 globally. By 2010, no reason not to do 100,000 to 110,000. On a global basis, there is only H2 and H3, not H1. The H1 is our Ferrari.

What is the brand recognition outside of the U.S.? Where is it the best and where is it the worst?
It's the best in the Middle East and Europe because there are more on the roads there. Soccer players gravitate to the brand in London.

Where would you not sell it?
In countries with a lot of social unrest and anti-American sentiment, you wouldn't sell it. [Where it] represents "what's wrong with America." Afghanistan is probably not the place [for us]. But New Zealand, Australia, Europe, Japan, China are great markets for us.

Have you sold a Hummer in China yet?
We have not, but there are many on the road in China that are being brought in. I'm very anxious to get Hummer there. Hummer is an exotic vehicle that would appeal to that market. Even though Cadillac may be a year ahead of Hummer in terms of establishing facilities and dealer relationships, there isn't any reason why, if somebody has gone through the process of becoming a Cadillac dealer, they shouldn't be a Hummer dealer.

Did sticking the GM badge on the Hummer vehicles hurt the brand, especially the new H3, and make it less authentic?
Absolutely not. GM lends credibility to our features. Hummer doesn't own OnStar. Hummer doesn't own StabiliTrak. Hummer doesn't own XM. Those all came from the parent. And there's no reason why we shouldn't leverage what GM's got.


http://www.edmunds.com/insideline/do...ticleId=106536

[ROX]

Great article. She needs to meet us in Moab. She could get an idea how people from all over the country use their cars.

LOL! I know what she meant by this statement, but it's still funny.
"On a global basis, there is only H2 and H3, not H1. The H1 is our Ferrari."

[CLAYDOG]

<BLOCKQUOTE class="ip-ubbcode-quote"><div class="ip-ubbcode-quote-title">quote:</div><div class="ip-ubbcode-quote-content">Originally posted by H2 Rocks:
Great article. She needs to meet us in Moab. She could get an idea how people from all over the country use their cars.

LOL! I know what she meant by this statement, but it's still funny.
"On a global basis, there is only H2 and H3, not H1. The H1 is our Ferrari." </div></BLOCKQUOTE>

There's upposed to be several execs going to Moab for a Hummer event in early sept.

[PARAGON]

<BLOCKQUOTE class="ip-ubbcode-quote"><div class="ip-ubbcode-quote-title">quote:</div><div class="ip-ubbcode-quote-content">Originally posted by CLAYDOG:
<BLOCKQUOTE class="ip-ubbcode-quote"><div class="ip-ubbcode-quote-title">quote:</div><div class="ip-ubbcode-quote-content">Originally posted by H2 Rocks:
Great article. She needs to meet us in Moab. She could get an idea how people from all over the country use their cars.

LOL! I know what she meant by this statement, but it's still funny.
"On a global basis, there is only H2 and H3, not H1. The H1 is our Ferrari." </div></BLOCKQUOTE>

There's upposed to be several execs going to Moab for a Hummer event in early sept. </div></BLOCKQUOTE>They are attending the wrong one.

[HUMMERDOGG]

I'm all for a hummer truck as long as it's not a rebadged Chevy Silverado...