Dan Towbin - whose dealerships grabbed national attention as the backdrop for a television series called 'King of Cars' - on Tuesday is closing his Hummer dealership, one of the brand's largest outlets in the US and the only one in Las Vegas.

It is at least the eighth Hummer dealer closing this year, nearly a 5% decline in the brand's US dealer base, according to the Wall Street Journal (WSJ).

The closing is notable because of where it is taking place and who is pulling the plug. Towbin has said Las Vegas is a custom fit for Hummer: "It's all about bling and it's in the desert."

And the man is a leading Hummer enthusiast - he credits a Hummer with saving his life and drives one daily. "I feel very aligned with the brand," he said. "Neither General Motors nor I wanted to go this way."

But incentives are killing the brand. Buyers in the US received an average of US$8,861 in various incentives for each vehicle sold, the WSJ said, citing Edmunds.com which tracks such things. Hummer prices range from about $31,000 for a base H3 to $64,000 for the luxury H2 and Towbin said he was offering $6,000 in incentives, not including GM's employee-pricing discount, hurting his profit margins.

In contrast, BMW's Mini spent $80 for each vehicle sold, Toyota's Scion spent $131. Hummer discounts represent 22.6% of the price of the vehicle - the highest in the industry, according to Edmunds.com. And its sales are down 47% this year, the largest decline of any brand, according to Autodata.

People familiar with the sale process have told the WSJ the Hummer's remaining value resides largely in its international appeal as buyers in the Middle East, Africa, Asia and Eastern Europe may still have ample appetite for such models.

"It's hard to see where the value is for dealers or consumers in Hummer in the United States," Sheldon Sandler, founder of Bel-Air Partners, an investment-banking firm focused exclusively on representing automotive dealers in buying and selling their dealerships, told the WSJ. "It's yesterday's fashion statement…sort of the automotive equivalent to hula-hoops."

Towbin is soon to open a Las Veags dealership at the other end of the automotive food chain - for fuel sipping Smarts - and also sells Dodge, Rolls Royce, Bentley and Infiniti plus Vespa motor scooters.

And he does wants to buy another GM franchise at some point, the WSJ noted.