The first UK Hummer showroom has opened in Manchester, with others scheduled to open in 2007, but the brand is likely to receive a mixed reception.

In the US, Hummer has become one of the fastest growing companies - no doubt helped by the low price of fuel which is as low as $2 a gallon in some part of the USA.

The new H3 Hummers, which are destined for the European market from GM’s production facility in South Africa, make some concessions to higher fuel costs.

The model is powered by a 3.7litre, five-cylinder engine, which will manage as much as 20.5mpg on a good run. The model is also significantly smaller than the Hummer H2, and is also lower and narrower in order to suit smaller European road.

Off-road prowess has not been compromised though - the four-wheel drive system includes traction control, an optional locking rear differential and StabiliTrak stability control as standard.

GM is confident that the brand will achieve success in the UK, pointing out that the H3 meets all the emissions standards in the world, but its launch at a time when the chancellor is bumping up tax on ‘gas-guzzlers’ is bound to be controversial.

The first H3 models will be available in the UK this summer.