GM's struggling brands: Room for hope

GM is already doing a "strategic review" of the Hummer brand with most observers figuring the company will probably sell it off. Sales are, after all, down 40% so far this year compared with last year as buyers turn away from large and mid-size SUVs, which is all Hummer sells right now.

The decision would seem obvious. Sell it or kill it. But Libby thinks GM should stick with Hummer.

Of all of GM's brands, he argues, Hummer has the clearest brand identity. It might be one that's not popular at the moment, but that doesn't mean it will never come back.

"I think there might be a time, five years from now, when GM regrets selling it," says Libby.

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