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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 teases Hummer EV's removable roof panels

Today was supposed to be the day that GM took the wraps off its GMC Hummer EV. We were told as much during the Super Bowl commercial, but GM revised it to an undecided future date, citing the coronavirus as the reason. Instead of the big reveal, we have a teaser.  The Hummer EV is going to feature removable roof panels, and now we get a better look at them. There are four roof panels and a front T-bar that come out of the truck. You can see what that looks like in the video at the top of this post. Comparisons to Jeep are obvious as the open-air experience is likely similar to the Gladiator and Wrangler with their hardtop roof panels removed. That zero-limits slogan makes a bit of sense from this respect. With the sheer number of roof panels, we suspect a single person will be able to remove them alone. In addition to the video of the roof, we get a small peek at the massive digital screens the Hummer will be sporting. Check them out at the bottom of the photo below. They appear to be two large slabs, separate from each other. Other details are scarce on the ground. We’re not sure when the Hummer will make its grand entrance at this point, but are still excited to see the 1,000-horsepower truck hit the road. GMC is still advertising the 0-60 mph time of just 3 seconds, too. The latest tidbit of news suggests that further teasers might be coming, so we could be in for a rather drawn out reveal process. Our senior green editor John Snyder got to see the GMC Hummer in person earlier this year at GMÂ’s EV Day and described it like this: “ItÂ’s a big, off-road-ready pickup complete with giant all-terrain rubber and tow hooks. It features removable roof panels for access to the open sky, which appears to be depicted in the teaser above. It features sail panels behind the C-pillars, similar to those on the Chevy Avalanche and Honda Ridgeline. Its bed was concealed with a tonneau cover, but it sported GMCÂ’s MultiPro tailgate that we first saw on the Sierra Denali. Interior photos showed a spacious interior with blocky shapes, squared hourglass vents that mirror the look of the taillights and a lunar theme that incorporates the topography of the Sea of Tranquility into things like the floor mats and speaker covers. It also has a large infotainment screen as well as a digital instrument panel.” Related video:

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: