With the tag line Like Nothing Else, Hummer has a reputation for producing luxury, all-terrain SUVs, combining American ingenuity and versatility. Born from military HumVees, the first civilian version was released in 1992. Now owned by General Motors, the company has successfully marketed the brand, licensing the trademark for various consumer products, incluing colognes. Launched in Australia in 2005, the Hummer fragrance rides on the established heritage and equity of the brand, which aims to appeal to the rugged individual who holds an appreciation for the finer rewards in life. Described as sensual, sophisticated, masculine and revitalising, the cologne has seen continued success with 18-34 year old men aspiring towards adventure, status and individualism.