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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:

2022 GMC Hummer EV Drivers' Notes: We can't stop talking about Crab Walk

The 2022 GMC Hummer EV Pickup defies reason and sense in most ways. It’s a pickup that weighs over 9,000 pounds, but will do the 0-60 mph sprint in around 3.0 seconds. That sounds like something to be afraid of, but itÂ’s also something you want to experience. ItÂ’s a feat of engineering to make something so heavy move so quickly, but thatÂ’s what the EV revolution has brought upon us. GMC gets the Hummer up and moving as quickly as it does with three electric motors — one in front and two in the rear — that combine for a nutty 1,000 horsepower and 1,200 pound-feet of torque. All of that power is unleashed in Watts To Freedom (WTF) mode. Your seat starts rumbling; the air suspension lowers you to the ground, and an electrifying soundtrack is played over the speakers to match your throttle applications. Launching this supertruck is an event every single time, but due to its extra-high ride height and off-road chops, sending it down your favorite trail is, too. That is, assuming said trail is wide enough to fit the gargantuan Hummer. Those knobby all-terrain tires keep the Hummer from being even mildly entertaining when you explore the truckÂ’s handling Â… but who cares. Our specific tester is an Edition 1 model, which means it comes fully loaded with every option you can imagine. As such, its price is $110,295. For the amount of performance and capability on display here, that number sounds surprisingly right. ItÂ’s also befitting the HummerÂ’s status as a supertruck, wherein you get everything youÂ’d ever want in one go-anywhere do-anything package. Editor-in-Chief Greg Migliore — The Hummer EV is the biggest rock star vehicle IÂ’ve tested in quite some time. Literally. ItÂ’s huge and attracts a ton of deserved attention. The Hummer design is spot-on, especially the grille, lights and flared fenders. It looks the part. For $110,000, it should also have some substance, and this Edition 1 delivers Super Cruise, Watts to Freedom and CrabWalk, not to mention GMCÂ’s MultiPro tailgate and the removable Sky Panel roof. It feels quick, as you would expect something with 1,000 hp to feel, and itÂ’s shockingly maneuverable. I CrabWalked down my street to show off, navigating around things on the diagonal and amusing the neighbors. Just the regular four-wheel-steering function, which functions similar to those offered by various other cars, allows the Hummer to turn easily and confidently.

Out With A Bang: Hummer dealer giving away free shotgun with every new vehicle purchase

Lynch Hummer dealership in Chesterfield, Missouri - Click above for image gallery
You've heard of art imitating life? Well how about life imitating war? That's another story entirely, but not so far fetched when it comes to the Hummer. The sport-'ute that met the public eye during Operation Desert Storm has all but completely gone through its entire life cycle in the intervening years: first as a military-only vehicle, the original model became available to the public, then GM bought the rights and started churning out pickup-based H2s and H3s, the U.S. armed forces went back Iraq, the original H1 was discontinued and now GM is preparing to wind down the brand entirely. But not before one last pistol-shootin' hoorah, courtesy of the one dealership that arguably sees the truck for what it is more than any other: Lynch Hummer.
The St. Louis-area franchise made headlines last year when they started filling their emptying showroom with gun racks, selling firearms to make up for dwindling sales in the gigantic SUVs. Now the dealership is connecting the dots with a one-of-a-kind promotion: Buy a Hummer, get a free shotgun.