Hummer

Hummer's 2010 discontinuation ended the civilian version of the military vehicle after GM's bankruptcy made Chinese acquisition politically impossible. The brand that symbolized American excess couldn't survive $4 gas prices in 2008 or post-crisis consumer backlash against conspicuous consumption. Sichuan Tengzhong Heavy Industrial Machinery's acquisition was blocked by Chinese regulators. Hummer demonstrated that brands built on excess face existential risk when cultural attitudes shift.