Welcome to the open! … A myth by General Motors Exposed?


By: mtb_Canuck

Date: 10-24-2008

For the last few weeks the October issue of National Geographic Magazine has been tormenting me. On the very first three pages, is an advertisement for the new Hummer H3T. In the ad is a picture of some dude riding a Specialized Enduro in the some of most incredibly scenery I had ever seen? The main caption says ‘Welcome to the open’. The smaller print said:
Riding along the crags of Banner Ridge Loop grants views of the White Mountains, the surrounding high desert, and the forests of pinyon pines.

Then it lists some very ambiguous directions to get to the crags. Banner Ridge Loop I thought? I had never heard of such a trail… and my research on Google led me to believe that no such place existed. Yet there it was every time I opened that magazine. Curiosity eventually got the better of me and I decided that I must investigate for myself. If there was some epic unknown trail out in the Eastern Sierras waiting to be discovered I wanted to be the first to ride it…

The Hummer Advertisement

The scenery on the way to Benton.

In search of fall colors.

Silver Lake

A duck ruins the reflection.

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  • Anonymous says:

    Wow francois!!! Thank you for sharing those very nice and artistic picture. Really nice.

  • Anonymous says:

    Ahhhhh…. The Eastern Sierras. A stone’s throw away from Los Angeles, yet it’s been a too many years since I’ve been out there. Forever they will be my favorite. Thanks for the reminder.

  • Anonymous says:

    It’s really too bad that GM and Hummer had to go and make up a story. This is really a missed marketing opportunity for Hummer to project a good feeling amount the mountain bike community. If they really had found/built some undiscovered trail that was really out there, they could have made it some fun internet hunt that went from the National Geographic Ad hints to searching on Google to finding a buried Google Map with coordinates to the location of the trail head. Then you’d get serious mountain bikers seeking it out, telling their friends, and indirectly… promoting Hummer! GM! What were you thinking!?

  • Anonymous says:

    as a local to the east side, none of these photos are near benton… the craggy one is in the alabama hills of lone pine.. you can see lone pine peak in the far background… the other pics are in the june lake loop 14 miles north of mammoth lakes… advertisers suck and never believe what you see in print, photo shop is everywhere…

  • Anonymous says:

    Just curious, what kind of car did you drive out there? Looks like my little Chevy Prism could have handled those roads. Who needs a Hummer!

  • Anonymous says:

    Wow — Fantastic and beautiful journey. Thank you for taking me along.

    But you can’t REALLY be all that non-plussed, can you? That GM made it all up?

    The company that built the EV-1, had the jump on Toyota — then decided to sell the patent for the battery to Exxon-Mobile, crush ALL the EV-1’s and bury them in the desert and build Hummers and Escalades?

    I HOPE you’re not really that naive — I really, really do……

    Happy Trails,


  • Anonymous says:

    Fantastic pictures, regardless of GM pulling a fast one on us!
    Thanks for sharing the trip. 🙂

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