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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:

Humvees are now exported to China by Bob Lutz and Henrik Fisker's company

At Auto Shanghai, a company called Humvee Export showed off its Humvee C-Series. It's not a new design, of course, as the High Mobility Multipurpose Wheeled Vehicle (HMMWV) has been used by the American military for decades, and versions made their way into the hands of civilians through multiple means, including via General Motors as the Hummer H1. GM discontinued the H1 in 2006, and shuttered the Hummer brand in 2010. Now, Humvee Export is building the C-Series in the US, with help from none other than Bob Lutz and VLF Automotive, to sell in China, according to Car & Driver. VLF, if you recall, is the company founded by Gilbert Villarreal, Bob Lutz, and Henrik Fisker. So far, VLF has launched the Destino, using the Fisker Karma body with a supercharged LS9 V8 engine from GM, as well as the Force 1, which is essentially a Viper-based, V10-powered supercar. Humvee Export President John Costin tells C&D that his company has contracted VLF to build its new C-Series in St. Clair, Michigan. Among Humvee Export's founders is Paul Chedid, who was once the distributor for the Hummer H1 in France. AM General, which builds the HMMWV for US and other militaries, sells C-Series kits (customers need to supply their own powertrain). VLF buys kits and finishes the build, and Humvee Export works with importers around the world to sell finished versions of the C-Series, complete with powertrain, with China being the latest market. The US is out of luck, though, as it can't be certified as a replica of a 25-year-old vehicle, thus exempting it from EPA and crash test certification under the Low Volume Motor Vehicle Manufacturers Act. Related Video:

Low gas prices bring the Hummer back to life

It took more than the high cost of gas to kill off the Hummer brand, but the military/civilian vehicle's near-endless need for fuel didn't help sales when gas prices started to climb. Turns out, there is still a thirst for the gas-devouring vehicle in the US. The evidence is anecdotal at best, but since we know prices at the pump can change car shopping behavior in America, the idea that more people want a Hummer now than they have these past few years doesn't surprise us at all. Gas prices in the US are currently sitting at $2.926 a gallon, on average, much lower than the $3.186 per gallon they were a year ago and below $3 a gallon for the first time since 2010. According to the Washington Post, this is causing a slight uptick in used Hummer H1 sales. With a fuel consumption rate of around 12 miles per gallon, every penny drop in gas prices has a big impact on the H1's running costs. Read more on the newfound Hummer lust at the WaPo, including how online interest in H1s was up 11 percent at Autotrader last month. Late last month, TrueCar issued a report on the recent increase in new vehicle sales of large SUVs and pick-up trucks, thanks to falling fuel costs. TrueCar president John Krafcik said in a statement that, "Hybrid popularity is waning, and the country's love of the full-size pickup truck is remarkable.'' Looks like that love extends to the used lot as well. Anyone know someone who has re-joined the Hummer brigade? News Source: Washington PostImage Credit: Carolyn Kaster / AP Green Hummer Gas Prices hummer h1