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The electric Hummer gets a new logo

GM submitted three trademark applications to government offices here and in Canada, as discovered by GM Authority. Two applications went to the U.S. Patent and Trademark Office and the Canadian Intellectual Property Office on February 4 this year, seeking to reserve the new Hummer logo, at the top in the image above. Note, the two logos aren't to scale; they're about the same size all things being equal, but we shrunk the old mark. GM sent a second application to the USPTO on February 7 requesting the brand name "Hummer" for application to "motor land vehicles, namely, automobiles, trucks and sport utility vehicles; bicycles." True, we've seen the new Hummer script stretched across the front of the coming electric pickup in a teaser clip, but the paperwork continues the process of getting the entire continent ready for the alternate universe resurrection of one of America's most notorious brands.     In 2010, gas prices were in orbit, GM committed to closing the Hummer brand, vandals were setting fire to the scattered Hummers left on dealer lots, the Chevrolet Corvette ZR1 made 638 horsepower, the eco-minded revered the Toyota Prius and the Tesla Model S was still two years away. In that year, it would have been hard to say something more bonkers than, "Hummer's coming back in ten years as an electric pickup, its top trim making 1,000 horsepower and 11,500 pound-feet of torque." But here we are. The new logo's squareness connects it to the resolute bluntness of the old mark, yet the thinner font and chopped corners both modernize the old logo and lessen its truculence. The brand appears headed the same way, with lurid specs and square-jawed looks just like old times, but having in LeBron James a more modern take on the hardcore male vibe than it once got from (unpaid) association with guys like Arnold Schwarzenegger. To be fair, old Hummer commercials always featured women in the driver's seat, or men and young boys dreaming of big adventures, or Regis Philbin chatting up models, but the marketing department couldn't — or didn't want to — outrun the lineup's reputation on the street. We'll see how the electric version and its “incredible on- and off-road capability" fare. According to the teaser site, the new Hummer's debut is still on track for May 20. If the brand manages to recreate the old H3T pickup but with an electric powertrain, it's got one buyer right here lined up already. Related Video:

GMC adds stylish new Elevation model to 2019 Sierra lineup

GMC has announced a new style-forward model for its forthcoming 2019 Sierra pickup. It's called the Elevation and it will be based off the Sierra double-cab model with a new turbocharged engine, aimed at buyers who want a little panache with their rugged capability. GMC marketing director Rich Latek says the Elevation "conveys a youthful, athletic presence" with the pickup's chiseled fenders and assertive, upright hood. As such, the Elevation gets body-color-matching door handles, bumpers and grille surround, plus black exterior accents like the grille insert, tow hooks, side window trim and standard 20-inch aluminum wheels. Headlights, tail lights and fog lamps will be given the LED treatment, with the former getting the new C-shaped designs that have already been unveiled on other trim levels. It will be offered in two- or four-wheel-drive configurations, with nearly 3 inches more leg room than the current model. A traction select system will use a dial that drivers can set to preset driving modes to adjust transmission shift points, throttle mapping and other systems. An X31 Off Road package will be offered and boasts tuned suspension, a locking rear differential, protective skidplates, dual exhaust and other features. Also available will be a ProGrade Trailering System that includes a Trailering App to help connect and tow a trailer, on top of additional tie-down points, enhanced cargo lighting and other perks for hauling camping or recreational gear. Inside will be a standard 8-inch infotainment system compatible with Android Auto and Apple CarPlay with a six-speaker audio system, plus USB Type A and Type C ports for charging mobile devices. As for the powertrain, it will come with an all-new 2.7-liter turbo inline-four engine that makes 310 horsepower and 348 pound-feet of torque paired with an eight-speed automatic transmission. Also available is a 5.3-liter V8 that uses a new efficient fuel management system that enables it to operate on anywhere from one to all eight cylinders, depending on demand. In early 2019, a new 3.0-liter turbo-diesel inline-six will also be offered, mated to a 10-speed automatic. The Elevation adds to Sierra models like the SLT and Denali that GMC unveiled earlier this year. The company has shaved as much as 360 pounds off the new 2019 model — plus more from the Denali, thanks to carbon fiber in the bed box — so fuel economy should see a boost, too. It goes on sale in the fall.

Autoblog Podcast #343

George Kennedy from Boldride.com, BMW i3, NACTOY long list, Bentley SUV
Episode #343 of the Autoblog podcast is here, and this week, Dan Roth and Steven Ewing are joined by George Kennedy, Autoblog alum and Editor-in-Chief of Boldride.com. Topics include the unveiling of the BMW i3, the 2014 North American Car and Truck of the Year long list, and the green-lighted Bentley SUV. As always, we start with what's in the garage, but then answer some of your questions before diving into the week's news. For those of you who hung with us live on our UStream channel, thanks for taking the time. You can follow along after the jump with our Q&A. Thanks for listening!
Autoblog Podcast #343: