DETROIT — With its intimidating bulk and military-style design, the Hummer H1 still serves as a head-turner.

But even for the Sierra Club, which has faulted the oversized status symbol for its excesses, the H1 serves a purpose: It was a rolling billboard that illustrated America's love of gas-guzzlers.

Following news Friday that the 2006 model year will be the last for the H1, Dan Becker, director of the Sierra Club's global warming program, joked that the Sierra Club will have to redesign its Web site that pokes fun at the Hummer.

"We'll have to add black bunting," Becker said of Hummerdinger.com.

General Motors Corp. said it's turning its attention to Hummer models with wider appeal than the niche-market player, which for only having about 12,000 hit the road since 1992 drew wide attention — and scorn.

"The H1 has really been a symbol of the Hummer DNA," Hummer general manager Martin Walsh said.

The Hummer — based on the military's Humvee — is the foundation for GM's Hummer brand. Since taking over the Hummer name in 2000, GM has introduced the still-hefty H2 and a midsize H3 sport utility vehicle.

And Walsh said future prospects include other rugged vehicles, though he wouldn't discuss details.

The H1 gets about 10 miles per gallon. But Walsh said rising gas prices didn't factor into GM's decision.

While gas prices at $3 a gallon have attracted the attention of lawmakers in Washington, who are tackling fuel economy standards, auto analyst Erich Merkle said rising prices didn't concern H1 drivers.

"If you have to worry about the price at the pump, you don't have the money to spend on the vehicle in the first place," said Merkle, who is with Grand Rapids consulting company IRN Inc. "It is such a frivolous purchase."

The vehicle first was marketed to the public as the Hummer in 1992 by AM General, which also makes the military version. Under a 1999 deal, GM bought marketing rights to the Hummer name and called the vehicle the Hummer H1.

But even some of those who once touted the mammoth ride kept a bit more distance as the years passed. Actor Arnold Schwarzenegger was the first civilian customer when it was sold by AM General, buying a custom-made conversion of the military model as well as civilian production models.

Schwarzenegger once owned a fleet of Hummers but now has just three. The California governor's aides say he rarely drives them anymore.