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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 confirms Hummer EV will be joined by an electric Sierra, or Sierra-like, pickup

GMC will step into the electric vehicle arena for the first time when it begins building the Hummer EV in 2021. While it's not planning on becoming an electric-only brand, it has more battery-powered models in the pipeline. "There will be an all-electric Sierra pickup, but no timeline yet. But, the plan is to make it electric; this whole electric thing is a moving target," Lynn Thompson, the president of a Buick-GMC-Cadillac dealership in Missouri, told the Detroit Free Press. He said executives revealed those plans during a national dealer meeting. What remains to be seen is whether the truck will be an electric variant of the Sierra as Thompson said, or if it will arrive as a standalone electric truck with Sierra-like dimensions and capabilities. Sister company Chevrolet is also planning to launch an electric pickup in the coming years, and it strongly hinted it will take the second route. Its entry into the segment won't look like a Silverado, and nothing seriously suggests it will be badged as one. It will also be interesting to watch how GMC ensures that the truck doesn't overlap with the Hummer EV, which will exclusively be offered as a four-door pickup with a relatively short cargo box when it arrives in stores as a 2022 model. Our crystal ball tells us the Hummer will be marketed as a more expensive model aimed at weekend adventurers who want to make a statement, while the Sierra-like model will be cheaper and primarily aimed at buyers who merely want a truck, whether they're commuters, contractors, or fleet operators. Chevrolet's entry into the segment will slot beneath these two models. General Motors used this strategy nearly 20 years ago to keep the Hummer H2, the GMC Yukon, and the Chevrolet Tahoe in separate corners of the same room. GMC's electric truck could share powertrain and chassis components with the Hummer EV. It might also be built in the same Hamtramck, Michigan, factory that parent company General Motors is funneling $2.2 billion into. Regardless of the path it takes, GMC is not going all-electric. "[GMC boss] Duncan [Aldred] said we're certainly not going to abandon our internal combustion engine vehicles because that's our core business, and that was good to hear. It's to let people know they're not going down the same road as Cadillac," a dealer who asked to remain anonymous said. Cadillac might go EV-only by 2025, starting with a crossover named Lyriq, and many of its dealers have refused to spend $200,000 on upgrades.

GM recalling over 243,000 crossovers over possible seat belt defect

2010 Buick Enclave - Click above for high-res image gallery
The summer of 2010's recall hit parade continues unabated today, with General Motors having just announced that it is asking 243,403 owners of its 2009-2010 Lambda crossovers to bring their three-row haulers in for inspection. The culprit? Second-row seat belts in select Buick Enclave, Chevrolet Traverse, GMC Acadia, and Saturn Outlook CUVs have "failed to perform properly in a crash."
According to GM, a second-row seat-side trim piece is to blame, as it can impede the upward rotation of the buckle after the seat is folded flat. As a result, if the buckle makes contact with the seat frame, cosmetic damage can occur, potentially requiring additional force to operate the buckle properly. So far, no great shakes, but in the process of applying that additional force, the occupant may push the buckle cover down to the strap, potentially revealing and depressing the red release button. As a result of this, the belt may not latch, or in certain cases, it may actually appear to be latched when, in fact, it isn't.