In an article from the USA Today, General Motors is having to re-brand it's Hummer platform into "purpose built" vehicles, and not the common gas-guzzling image they have been labeled with. Six years ago, the Hummer H2 was unleashed to the public and since its revilement, environmentalists have attacked the Hummer brand from every direction. J.D. Power and Associates conducted a survey of SUV buyers last year, and found they "avoid the Hummer brand more than any other, mostly because they believe the trucks are gas guzzlers".

Hummer purposely stopped production of their military developed (and very cool) Hummer H1 from its harsh criticism, and debuted the H2 and H3 as more fuel-efficient vehicles. General Motors of North America Vice President of Sales, Mark LaNeve, stated he "No one criticizes a bulldozer for its gas mileage. That's because it's built to do a job". Managing director of Auto Consultancy 2953 Analytics, Jim Hall, said "It's the classic example of not being able to please everybody...There are going to be these guys who get angry because you're destroying the possibility of a snail surviving or some such thing...If you're building automobiles, you're already on the wrong side" of the argument"

Source: USA Today.