This marketing plan aims to triple sales of "XXX" Hummer vehicles and replace declining military vehicle demand with equal or higher commercial sales. The primary target is male, ages 35-64, college educated, with incomes over $175,000. Tactics include magazines to reach car enthusiasts and deliver a lifestyle message. The objectives are to raise brand awareness to 50% and build the Hummer image as differentiated, off-road capable vehicles. Dealer support includes marketing materials and tips to generate qualified leads. Direct mail and brochures will invite prospects to test drives to establish a cost-per-lead benchmark. Additional efforts include promotions, public relations, and trade show presence.