The Kids Are Alright

With an average age of 44, Hummer owners are already the youngest buyers in the General Motors family of brands. But with the sleek new HX concept vehicle appearing at the 2008 North American International Auto Show in Detroit, the company known for its brawny, masculine SUVs is trying to attract an even younger crowd.

In order to do so, the company handed HX design responsibilities to some members of that sought-after demographic: three recent graduates of the College for Creative Studies in Detroit, Mich.

"Hummers are the most capable SUVs on the planet," says Robert Jablonski, one of the three HX designers. Taking cues from Hummers currently on the road, and aiming to compete against the Jeep Wrangler, the HX concept is "smaller, more fuel efficient, really bold, and extremely functional," Jablonski says.

"Wrangler sales have doubled since they brought out the 2007 version, and there is no direct competitor," says AutoPacific automotive analyst Jim Hossack. "It's an obvious opportunity. Land Rover's going to go there too," Hossack says.

"The HX concept is a chance to look at our vision of what a more fun, capable, youth-oriented design might look like," says Hummer spokesman Nick Richards. And what does it look like? It looks extremely rugged, with every styling cue exaggerated to the furthest extent. Picture a monster truck combined with an all-terrain vehicle, and you're getting close. And with removable doors, sunroof glass, and body panels, the HX is something like a Transformer toy (before it changes into a robot) come to life.

"The HX can be really accommodating to whatever your lifestyle is. It's something that I know I'd buy," says David Rojas, another HX design partner. "Because of its flexibility, I think it would attract all sorts of buyers."

In designing the concept, Rojas says the group, which also includes 2005 Creative Studies graduate Min Young Kang, kept in mind the "true, hardcore off-roaders" who appreciate touches like the vehicle's armored underbelly. Keeping in mind car-show attendees and prospective buyers who get under a car to check out every last detail, "the whole shield underneath the car is one big skid plate," Jablonski says. "It's totally designed and really cool to look at." He hopes that prospective owners will also recognize how easy it is to remove fender flares or other body adornments that might get in the way during some tight off-road maneuvering.

In school, Jablonski and Kang were students of current Jeep designer Ralph Gilles, who is also responsible for the interiors of the 2005 Dodge Viper Coupe, Dodge Charger, and Chrysler 300C. "Most of our concepts this year are done by designers with less than five years' experience. You have the innocence and just real energy," Gilles says. Gilles himself is 37 years old.

Besides the off-roading fun and games, the Hummer HX concept promotes fuel efficiency with its smaller size (compared to other Hummers, anyway) and E85 capability, meaning that its V6 engine can also run on fuel made of 85 percent ethanol. It's another step toward GM CEO Rick Wagoner's goal of running Hummer's entire lineup on biofuel by 2010.

Of course, with the likewise radically styled and highly off-roadable Jeep Renegade concept bowing in Detroit as well, the Hummer HX concept could be facing some fierce competition for younger buyers' attention — assuming that either vehicle actually reaches production.