1995 Hummer H1 on 2040-cars

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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:

What the electric Hummer's size and weight means for its efficiency

The 2022 GMC Hummer EV Edition 1. Tim Levin/Insider If you think driving a pint-sized Nissan Leaf is as good for the planet as driving a huge electric Hummer, think again.  The GMC Hummer EV uses significantly more electricity than other EVs, meaning it produces more pollution upstream.  The electric Hummer weighs 9,000 pounds and its battery weighs as much as a Honda Civic. The new electric Hummer rolls through town without a deafening engine rumble or a cloud of toxic fumes, but it doesn't exactly tread lightly.  The colossal truck weighs an astonishing 9,000 pounds. (Think two Toyota Tacomas, three Honda Civics, or 24 Shaquille O'Neals.) Moreover, the GMC Hummer EV is in many ways a supersized gas guzzler for a new era. It repackages many of the same flaws of hulking SUVs and trucks of years past — and proves not all zero-emission cars are created equal. EVs can be energy guzzlers too On the whole, electric cars use less energy than gas-powered ones. But they aren't all equally efficient.  No surprise here: The Hummer needs more electricity than any other EV on the market to move its elephantine frame. The Environmental Protection Agency rates the pickup at 47 MPGe (miles per gallon of gasoline-equivalent). For comparison, the Tesla Model 3 sedan is nearly three times as efficient, earning a rating of 132 MPGe. The Ford F-150 Lightning, another electric truck, gets 70 MPGe.  This has real consequences: Since the US gets 61% of its energy from oil, coal, and natural gas, the more electricity a car needs, the more pollution it creates upstream.  As the Union of Concerned Scientists put it: "Both EV cars and trucks are much cleaner than their gasoline counterparts, but electric trucks are responsible for more global warming emissions than electric cars simply because trucks are larger and heavier."  The 2022 GMC Hummer EV Edition 1. Tim Levin/Insider The Hummer EV is also resource-intensive to manufacture, requiring a ginormous (and weighty) battery to give people the 300-plus miles of range they desire. You could produce three Chevrolet Bolts with the same battery cells consumed by one Hummer.

GM to accelerate its EV strategy — Cadillac could be all-electric by 2025

General Motors will roll out details of an expanded and accelerated electric vehicle strategy on Thursday in an effort to convince investors it can be a serious competitor to Tesla, people familiar with the plans said. GM Chief Executive Mary Barra, who is scheduled to speak at a conference hosted by Barclays, is expected to say the automaker is ready to spend more on electric models by 2025 than the $20 billion previously outlined, the sources said. Supplier sources said previous plans to make the Cadillac brand all-electric by 2030 are being sped up, possibly to 2025, and other sources said that acceleration will be repeated in other brands and in segments such as commercial vans. Asked about the Thursday appearance, a GM spokeswoman called talk of increased spending speculative and declined to give details. The Detroit automaker is also expected to discuss a new timeline for many of the EVs to follow those already identified, such as the GMC Hummer EV pickup and Cadillac Lyriq crossover, people familiar with the plans said. Lyriq (shown above) is slated to go into production in late 2022, but GM officials have been stung by criticism the automaker was bringing the vehicle to market too late, one source said. "The pull-ahead in programs is real and the organization is really doubling down on speeding up product development," the source said. Barra and other GM executives have been signaling the automaker's EV acceleration plans. She said earlier this month GM would boost capital spending over the next three years to speed EV development and was talking with other automakers about partnerships to develop more vehicles using GM's battery technology. Last week, a GM executive said the company had pulled forward the rollout of two "major" EV programs, and GM officials have touted the faster 18-month development time for the Hummer truck. Tesla's soaring market capitalization, and growing pressure from regulators to phase out carbon-emitting engines, has put pressure on established automakers to respond to investors who view their internal combustion lineups as outmoded and doomed in the long run. A critical part of GM's pitch to investors has been its new Ultium batteries, which it estimates will offer an electric driving range of 400 miles or more on a single charge. It is building a battery plant with Korean battery maker LG Chem in northeast Ohio.