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Trademark application points to evolution of new Hummer EV logo

A trademark application has revealed yet another evolution of the logo expected to adorn GMC's new Hummer EV pickup truck, bringing back the big "H" badge utilized on the H2 and H3 model lines of the expanded SUV lineup's heyday.  The image included with the filing depicts a logo that should be familiar to Hummer fans (or really any American who left their house between 2003 and 2010), with "EV" supplanting the old numerical model indicator. The "Hummer" and "EV" typeface appears to be a direct lift from a filing that surfaced back in April.  This should provide some comfort to folks who are fans of the idea of a future-proofed, all-electric pickup, but want something that embodies the charisma and road presence of the models sold in Hummer's now-deceased, not-so-environmentally-spectacular incarnation. While we don't yet know really any details of the new all-electric SUV, we do know it will be sold via GMC dealers, meaning the revived nameplate will not bring the rest of the Hummer brand along with it.  We haven't really seen much of the new truck, save for teasers and hints here and there. Even the "reveal" back in June only gave us a vague, big-picture look at the truck's silhouette, and various companion images and videos have hinted at features such as a removable roof assembly.  The truck’s general shape is off-road oriented with squared-off, sharp lines tracing the entire silhouette. Its big, knobby tires and blocky wheels are clear indicators of what GM was aiming for with this electric pickup. As for the SUV, comparisons to the Ford Bronco four-door will be inevitable. If our eyes are picking up the scale of this photo correctly, though, the Hummer SUV appears to be a slightly larger vehicle than the four-door Bronco is. Although, the wheelbase for the SUV is shorter than that of the Hummer truck. ThatÂ’ll help it off-road. Those small bumpers and short overhangs along with the bumper cutouts should be hugely beneficial to approach and departure angles, as well. GMCÂ’s shots of the Hummer in the studio are equally as revealing. We can see what looks to be an intense front skid plate and two big tow hooks. In addition to the off-road gear, GMC has allowed a look at the frunk. The front “grille” is one piece with the hood of the truck, so the whole assembly pulls up. That makes for what appears to be a very easy-to-load front trunk compared to other EVs that force you to lift items up and over the front of the car.

2016 GMC Sierra Denali Ultimate wants to take even more off the top

What do you do when getting to the top of Denali isn't enough? You create a higher peak called Denali Ultimate. That's what GMC has done with the 2016 Sierra, the new Sierra Denali Ultimate adding even more content and showing off the truck's refreshed face and new Denali grille. The reasoning behind this truck is perfectly sane. GMC says that in 2013 it had zero percent of the premium light-duty truck market; since that time, the brand says the segment (with an average transaction price beyond $55,000) has grown by a factor of ten, and the Sierra Denali has given GMC a 15.5-percent share. When it goes on sale in in the first quarter of next year, it can be optioned on the four-wheel drive 1500 Crew Cab with either the five-foot-eight or six-foot-six-inch bed. Standard equipment includes a sunroof, Lane Keep Assist, automatic headlights, Tri-Mode Power Steps, chrome tow hooks, and 22-inch wheels. The press release below has more. GMC Sierra Denali Ultimate: The Pinnacle of Premium Unique 22-inch wheels, expanded package of standard content drives exclusivity DETROIT, Tuesday, Nov. 17, 2015 – GMC is taking the range-topping style, craftsmanship and capability of the Sierra Denali even higher with the 2016 Sierra Denali Ultimate. It builds on the Sierra Denali's already class-leading attributes with a package of precision-crafted features designed to elevate its comfort, design and capability in the growing premium niche of the full-size truck market. GMC introduces the Sierra Denali Ultimate today, ahead of its public debut at the Los Angeles Auto Show. It goes on sale late in the first quarter of 2016. "The Sierra Denali has helped drive the growth of premium portion of the light-duty crew cab segment," said Duncan Aldred, vice president of GMC Sales and Marketing. "This truck is the ultimate expression of the Sierra Denali with greater emphasis on the bold and refined presence and advanced features that make Denali models synonymous with precision and exclusivity." Thanks in large part to Sierra Denali, which was redesigned in 2014, GMC commands 15.5 percent of the premium full-size truck segment, where average transaction prices exceed $55,000. The segment has nearly doubled in 2015 and grown tenfold since 2013, when GMC had zero percent of the market. In fact, Sierra Denali has helped GMC earn a higher share of the premium portion of the light-duty crew cab segment than of the overall full-size pickup segment.

2022 GMC Sierra Preview | GM's 'premium truck' is actually now premium

Pros: Quiet and torque-rich Duramax diesel; big touchscreen on most trims; great trailering tech; versatile MultiPro tailgate Cons: Worse ride than most rivals; AT4X priced like a Raptor but doesn't go like a Raptor The 2022 GMC Sierra 1500 is GM’s upmarket half-ton pickup, with a supposed emphasis placed on interior quality and materials rather than bare-bones durability. Supposedly, at least. In reality, the most recent generation hardly lived up to that promise as it showed few upgrades over its Chevy Silverado sibling, which itself possessed a ho-hum, not-really-trying interior clearly overshadowed by Ram and Ford that at least match it in most other respects. It was particularly noticeable when comparing top trim levels. GMC's supposedly premium entry, and especially the Denali, just didn't cut it. That changes in a huge way for 2022. First, thereÂ’s not just one new and massively improved interior, there are two. The SLE, Elevation and SLT once again share their interior design with the Silverado, but that includes a more visually appealing design, better materials, smarter storage and a significant technology upgrade thanks to the standard 13.4-inch touchscreen running the user-friendly Android Automotive OS. The AT4 and Denali trim levels, including the new AT4X and Denali Ultimate, step things up even further with a different dash design and upgraded interior materials. The Ultimate definitely lives up to its name with a characterful and, yes, premium vibe that stands tall against the best of Ford and Ram. Other welcome updates include the option of Super Cruise on top trim levels and a massively more powerful base turbo four-cylinder engine (it produces more torque than the 5.3-liter V8!). Effectively, the 2022 GMC Sierra is now the truck it shouldÂ’ve been since the beginning of this current generation and definitely worth a look – especially if youÂ’re in the market for a premium truck. Now, a bit of housekeeping. While the massively updated model shown here is officially the 2022 GMC Sierra, thereÂ’s a chance you could come across something called the "2022 Sierra Limited.” That was just last year's truck with the 2022 model year stapled to it. There are many reasons for this, but suffice it to say, if you see a Â’22 Sierra Denali with the ugly robot-face dashboard (below right), youÂ’re looking at a Limited. Also, the availability of Super Cruise and other features have been hampered by supply shortages.