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WJR: Hummer’s Retail-Tainment


It’s hard to miss the new Hummer store on the far edge of Milwaukee. It looks like an oversized Quonset hut wrapped around a giant letter “H.” But the most distinctive feature is the obstacle course where potential customers can push the limits of the Hummer line, which claims to be the most capable off-road vehicle in production.

Eventually, Hummer hopes to have more than 150 dealers operating facilities like this one. And the automaker isn’t alone. More than 100 Land Rover dealers across the U.S. have set up similar obstacle courses as part of what are called Land Rover Centers. Like theme parks, you’ll find plenty of ways to spend money. Along with mundane repair parts, Hummer and Land Rover dealers are making big profits on everything from hiking boots to logo-emblazoned leather jackets.

You probably wouldn’t want to plan a vacation at one of these dealerships, but they’re certainly a novel way to spend part of the day with the entire family.

 
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