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GMC Hummer EV SUV prototypes hit the trails in Moab

It seems like GMC's new Hummer EV pickup only just hit the market, but it's almost time to roll the hype train back through for the next installment: the SUV. GM President Mark Reuss shared images of some prototypes crawling on the rocks outside Moab in what he called "final testing validation" ahead of the SUV's projected arrival in showrooms some time in early 2023.  "With its aggressive 49-degree departure angle and tight turning radius of just 35.4-feet, the HUMMER EV SUV’s maneuverability, capability and performance make it an off-road supertruck," Reuss said in the post accompanying the photos. The over-the-river-and-through-the-woods routine depicted in the photos doesn't reveal much we don't already know about the forthcoming electric 4x4, but we can at least contextualize that 49-degree departure angle; the best you'll get from any Jeep Wrangler currently on sale is 40.4 degrees.  GMC's Hummer SUV will launch early next year with an 830-horsepower drivetrain, offering roughly 300 miles of driving range. Pricing will start at $105,595 before options. Later in 2023, GMC will release an EV2X variant with up to 625 horsepower, similar range and an $89,995 price tag. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Architects design home made entirely of Hummers

Architects Craig Hodges and HsinMing Fung joined forces in 1984 to create their agency HplusF. Since then, the pair have gone on to apply their stylistic skill to the UCLA library, Hollywood Bowl, Egyptian Theater and a number of other works of architectural art. HplusF also tackles unique installations and showpieces, one of which involves the now-departed Hummer brand.
What could easily be a luxury apartment in the video game Fallout 3 is in fact HplusF's HummerHaus. Eight identical Hummer body shells wrap around a a steel skeleton to form a living space like no other.
Of course, this is merely a concept, but it's a rather interesting one. Could old vehicles be rehabbed into affordable living spaces? Could the Hummer body have a new lease on life after it was cut from the General Motors family?

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