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Luxury carmakers make way more than just cars

Whether it's as simple as Ferrari offering model cars or as opulent as Bugatti with an $84,000-belt buckle, practically every automaker does more than just sell cars to keep their brands visible. The profits from these ventures might not be enough to keep the lights on, but in such a competitive industry, any extra cash is welcome. For the automakers that get licensing just right, there is a ton of profit to be made. According to a recent story examining the practice by The New York Times, Ferrari makes around $2.6 billion from merchandising each year, and General Motors tops that at $3.5 billion. Beyond just a profit center, merchandising can also protect an automaker's name. Take Hummer for example. The GM division shut down years ago, but it has continued to produce licensed cologne on sale around the world. "Because we still have the active fragrance, we're protecting the brand if we ever decide to bring it back," Gene Reamer, a GM licensing senior manager, told the Times. The whole piece is a fascinating look into this often ignored, but quite lucrative facet of the auto business. Read it for yourself, here. Related Video: News Source: The New York TimesImage Credit: Luca Bruno / AP Photo Design/Style Earnings/Financials Marketing/Advertising Read This Ferrari GM Hummer branding

GMC Hummer EV could have had the Chevrolet Avalanche's Midgate

One of the many rumors swirling around the GMC Hummer EV claimed the truck would resurrect the Midgate inaugurated by the original Chevrolet Avalanche. Although we now know there's no way to fully knock down the partition between the cab and the cargo box, the firm revealed the rumor wasn't entirely false. "There was [a Midgate] early on. We opted for the functionality of the drop glass in the back. With the package layout and things like that, it was not advantageous to pursue that one. And, the five-foot bed was kind of the industry standard in regards to price of entry in that segment," explained John Mack, the Hummer's exterior design management, during an interview with Muscle Car & Trucks. The Hummer will go on sale with a five-foot box, and it doesn't sound like a longer bed will be available, so a modern version of the Midgate would have made the model more versatile by giving users the ability to fold down the partition behind the rear seats to carry bulky items, like plywood and ATVs. It's a feature that would have inevitably made the truck more complicated to build, however, because it adds moving parts that need to be sealed. Hinges, seals, and latches in turn add weight, and complexity almost always invites high manufacturing costs. As an electric pickup built with newly-developed components, the Hummer already has enough of each. Motorists who need to carry something that's significantly longer than the cargo box aren't entirely out of luck. As Mack pointed out, the rear window drops into the partition, so owners will have the ability to haul surfboards, lumber, or anything else that's relatively long and reasonably thin by simply pushing a switch. Alternatively, the only thing limiting cargo space when the roof comes off is the sky — or, depending on where you live, bridges. Mack didn't reveal when the Midgate was dropped. GMC launched the Hummer project in April 2019, and it previously released early design sketches that show how the truck transitioned from a sketch to a prototype. As of writing, nothing suggests the Midgate will make a comeback in the near future on any member of the General Motors portfolio. It was introduced in 2001 on the first-generation Chevrolet Avalanche, which went on sale in the United States for the 2002 model year. It later spread to Cadillac's luxed-up variant of the truck, the Escalade EXT, and to the short-lived GMC Envoy XUV.

Humvee reborn on the battlefield... with a chimney?!

The military's High Mobility Multipurpose Wheeled Vehicle (HMMWV), better known to most of us as the Humvee, has already served a long and distinguished career in the battlefield, and there have been a number of replacements waiting in the wings to take over where the HMMWV left off. Or, should we say, leaves off... assuming that ever happens.
It seems that the Humvee is set to get a new lease on life as military budget constraints are forcing the government to reconsider its replacement. But there are still some pesky safety issues to work out before American soldiers will feel comfortable inside the confines of the off-road box on wheels.
As you're likely aware, improvised explosive devices are an ever-increasing threat to the lives of American troops serving overseas. The Humvee, which traces its design all the way back to the year 1984 when it first saw duty as a replacement for the long-running series of military Jeeps, has seen a number of incarnations over the years that added armor and improved safety, but the latest version may feature something hitherto unseen: a chimney.