19 December 2005
The fauxtility of it all
Hummer is taking out full-page ads for the Alpha, which features the "Duramax 6600 Turbo Diesel" engine and the "Allison 1000" transmission, making it "the new benchmark in off-road exotic vehicles." It's a new benchmark, alright the very latest in phony utility. It's fauxtilitarian!
The Alpha, I should point out, is the latest version of the original H1, the Hummer spun off from the military HMMWV, which in its civilian guise serves mostly to stick a thumb in the Sierra Club's eye; it is too big and too unwieldy (yet, amazingly, too cramped) to serve as a good suburban-assault vehicle). Worse, it costs around $130,000. You can be certain that no one is buying this for its rock-pounding prowess:
[W]hen Hummer's touting the "Duramax 6600" on the back of the Wine Spectator (see the Dec. 15 issue), well, fauxtility has officially exhausted itself as an aesthetic. I'm expecting a return to flashy superficiality any day now.
We'll know the cycle is complete when we see Robert Parker ratings for diesel fuel.
(Via Doc Searls.)Posted at 9:10 AM to Dyssynergy