It plans to have the “Hummerworld” dealerships in place before the August 2007 launch of the Hummer H3 in right-hand drive. The next move will be to increase representation to 12 sales outlets, plus 10 authorized service centres, by 2009.
Pieter Gabriels, managing director of Kroymans Hummer Europe, says each will cover a major city or region. London is likely to have one standalone dealership plus a satellite. However, Gabriels rules out Pendragon taking sole distributorship as previously thought.
“After identifying the areas our number one priority is to find the best possible partner. Most important is that they are passionate about the Hummer brand, can handle its specialist requirements, and are able to sell the specific services and additions for the brand and lifestyle,” says Gabriels.
The UK is not likely to become home to the vast Authentic Hummer Centres (AHC) with off-road test tracks, large ‘H’ branding and arched showroom used in America. A small number of these will be built elsewhere in Europe, with the first opening later this summer near Paris, France.
UK dealerships will be ‘gallery’ standard: around 125-150sq m in size and capable of displaying one H2 and one H3 model plus accessories and lifestyle products.
Gabriels wouldn’t reveal sales volumes, arguing that the sales offensive won’t begin properly until 2009. Leasing packages will be available, and a diesel-powered H3 is due in 2008. Target customers will include professionals who want to use Hummer every day as a figurehead for their business.
“The UK has potentially the biggest market in Europe for Hummer,” adds Gabriels.