June 4, 2009
Hummer Drivers: Who’s Your Daddy?
It’s hard not to see Monday’s final
implosion of the once-mighty General Motors
as the ultimate kick in the teeth to
Detroit, a city that has suffered from more
such kicks – a great many self-inflicted –
than virtually any other municipality in the
nation.
GM was Detroit. Detroit was
GM. The tacky, timeworn forbidding relic of
a glass-and-steel monstrosity at the foot of
Woodward Avenue, which serves as GM’s
headquarters, the oxymoronically-named
“Renaissance Center,” has been the emblem
for this blighted metropolis since it’s
construction in the early ‘70s. Since it’s
firesale purchase by GM in the late ‘90s, it
has stood as a telltale sign of everything
that was rapidly going wrong with the
corporation that Alfred P. Sloan built.
The thoroughly worthless “RenCen” was built
upon the feeble-minded premise that bigger
was always better: Why have one half-empty
office tower when you could have five? Why
have a few shuttered never-to-be-occupied
storefronts in a veritable maze of an indoor
mall when you could have hundreds? More,
more, more was the mantra behind this
most ill-starred of urban developments,
regardless of the fact that what it provided
more, more, more of was bad, bad, bad.
Naturally GM bought it. It wasn’t a business
decision; it was karma, it was manifest
destiny. In Detroit, GM was king. Naturally,
if it was big and hollow, it simply must
belong to them.
Big and hollow was fast becoming, after all,
the primary design principle behind GM
vehicles. If the bloated, garish multi-ton
Cadillac Escalade just wasn’t enough SUV to
compensate for your insecurity or flagging
masculinity, GM had an answer: The Hummer
line. After all, what pea-brained,
tiny-pricked yahoo wouldn’t want to be seen
piloting a veritable mountain of steel
around the cul-de-sac of his gated suburban
community? In the Hummer, GM created the
perfect synthesis of pomposity, arrogance,
greed and stupidity and then put it on
wheels, to the unbridled delight of
cash-rich, brain cell-poor epsilon males
everywhere.
And for a while it worked: America had no
shortage of ostentatious dolts who didn’t
mind that the cost of a fill-up was only
marginally less than that of a monthly
payment.
You didn’t have to be a latte-sipping Volvo
driver with a Greenpeace bumper sticker to
hate the Hummers, or the people who drove
them. Few rational motorists – even Escalade
owners – enjoyed the nearly-universal
experience of having one of these
absurdly-sized mini tanks careen into their
lane at 80 miles an hour while its driver
texted his secretary on his Blackberry. For
that matter, it was evident that Hummer
drivers hated themselves. Why else would
they shell out thousands of extra dollars in
fuel annually for the privilege of driving a
vehicle that was nearly impossible to park?
No one ever said that the inadequate
couldn’t be masochists too.
Even as the rest of America fumed, as gas
prices rose, as credit became harder to come
by, GM went on making hollow vehicles for
hollow people in a concerted drive to
reinvent the Edsel. And this past Monday, it
all came to an inglorious, screaming end in
bankruptcy court.
The once mighty GM, which for nearly a
century had had the power to bend the
politics of a city and a state to its will,
was revealed to be an echoing, empty shell.
Its business strategy – if strategy is not
too rich a word – of grasping for short-term
profits from high-priced and environmentally
unfriendly vehicles at the expense of
developing a practical and environmentally
sustainable fleet was outed as a consummate
blunder by a band of consummate managerial
incompetents. And now even the future of the
white elephant tower at the foot of Woodward
is in doubt: Rumor has it that a downsized,
restructured GM is likely to open its new
headquarters somewhere in the suburbs,
leaving another corner of downtown Detroit
to rot.
But there’s the biggest irony of all: A
downsized GM has no room for big, bloated,
stupid brands and vehicles like Hummer. So
they sold it. To the Chinese.
The vehicle that symbolized the worst of
American excess is now the trademarked brand
of the nation that, more than any other, has
usurped American manufacturing might – at
the expressed invitation, it must be said,
of management incompetents such as the
clowns who ran GM for the past few
generations. And for GM execs and Hummer
owners alike, there isn’t enough Viagra in
the world to compensate for that.
©
2009 North Star Writers Group. May not
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