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Trademark application points to evolution of new Hummer EV logo

A trademark application has revealed yet another evolution of the logo expected to adorn GMC's new Hummer EV pickup truck, bringing back the big "H" badge utilized on the H2 and H3 model lines of the expanded SUV lineup's heyday.  The image included with the filing depicts a logo that should be familiar to Hummer fans (or really any American who left their house between 2003 and 2010), with "EV" supplanting the old numerical model indicator. The "Hummer" and "EV" typeface appears to be a direct lift from a filing that surfaced back in April.  This should provide some comfort to folks who are fans of the idea of a future-proofed, all-electric pickup, but want something that embodies the charisma and road presence of the models sold in Hummer's now-deceased, not-so-environmentally-spectacular incarnation. While we don't yet know really any details of the new all-electric SUV, we do know it will be sold via GMC dealers, meaning the revived nameplate will not bring the rest of the Hummer brand along with it.  We haven't really seen much of the new truck, save for teasers and hints here and there. Even the "reveal" back in June only gave us a vague, big-picture look at the truck's silhouette, and various companion images and videos have hinted at features such as a removable roof assembly.  The truck’s general shape is off-road oriented with squared-off, sharp lines tracing the entire silhouette. Its big, knobby tires and blocky wheels are clear indicators of what GM was aiming for with this electric pickup. As for the SUV, comparisons to the Ford Bronco four-door will be inevitable. If our eyes are picking up the scale of this photo correctly, though, the Hummer SUV appears to be a slightly larger vehicle than the four-door Bronco is. Although, the wheelbase for the SUV is shorter than that of the Hummer truck. ThatÂ’ll help it off-road. Those small bumpers and short overhangs along with the bumper cutouts should be hugely beneficial to approach and departure angles, as well. GMCÂ’s shots of the Hummer in the studio are equally as revealing. We can see what looks to be an intense front skid plate and two big tow hooks. In addition to the off-road gear, GMC has allowed a look at the frunk. The front “grille” is one piece with the hood of the truck, so the whole assembly pulls up. That makes for what appears to be a very easy-to-load front trunk compared to other EVs that force you to lift items up and over the front of the car.

The biggest gas-guzzlers of 2024: 'The Meanest List' is the opposite of greenest cars

In some circles — especially some automotive circles — bigger is better. This explains the Hummer, for example. In its so-called “Meanest List” of a dozen models, the American Council for an Energy-Efficient Economy (ACEEE) makes no apologies for berating “the worst-performing mass market automobiles” sold in 2024 in the U.S. The most diminutive car on the list is a Chevy Corvette Z06. At the top of this particular heap is the Mercedes-Benz AMG G63, a gas-powered SUV that the environmental agency says was “the worst-performing vehicle of the more than 1,200 models assessed by Greener Cars and has an annual fuel cost over $4,000.” Not to mention its MSRP of around $184,000. Rank Make & Model Powertrain Green Score MSRP Estimated Annual Fuel Cost* 1 Mercedes-Benz AMG G63 Gas 20 $184,000 $4,242 2 Ram 1500 TRX 4x4 Gas 22 $98,335 $3,819 3 Ford F150 Raptor R Gas 24 $79,975 $3,777 4 Cadillac Escalade V Gas 26 $152,295 $3,388 5 Dodge Durango SRT Gas 26 $74,995 $3,332 6 Jeep Wrangler 4dr 4X4 Gas 27 $35,895 $3,260 7 Jeep Grand Wagoneer 4x4 Gas 28 $91,945 $3,058 8 Mercedes-Benz G550 Gas 28 $143,000 $3,186 9 GMC Hummer EV SUV EV 29 $98,845 $1,746 10 GMC Sierra Gas 29 $37,700 $3,069 11 Chevrolet Corvette Z06 Gas 30 $114,395 $3,169 12 Mercedes-Benz Maybach S680 Gas 30 $234,300 $3,031 *ACEEE analysis using EIA data of the annual cost of driving 15,000 miles In terms of numbers, the dirty dozen of the meanest includes seven SUVs and three trucks. Lonely at the middle of the list is the sole electric, the GMC Hummer EV, which weighs in at 9,000 pounds. The council notes that “though EVs have lower emissions than similarly sized gasoline models, the Hummer demonstrates that size and efficiency, not just fuel source, are important factors in a carÂ’s environmental impact.” ItÂ’s also worth reminding prospective buyers that the average fuel cost of a vehicle on the “Greenest List” eats up only a fifth of the fuel cost of a vehicle on the Meanest List, “showing that greener options can also be more affordable.” The ACEEE also put out a "Greener List" of efficient gasoline and hybrid cars that don't require plugging in.  By the Numbers Green Cadillac Chevrolet Dodge Ford GMC Hummer Jeep Maybach Mercedes-Benz RAM Emissions Fuel Efficiency Green Automakers Truck SUV Electric Hybrid

GMC could have used Jeep's prized grille design on its born-again Hummer

General Motors confirmed it's bringing the Hummer nameplate back on an electric, GMC-badged pickup by publishing a dark photo of its front end. The battery-powered drivetrain under the sheetmetal represents a tectonic shift, but we noticed another flagrant break with tradition: it wears six slot-like inserts instead of seven like on every previous Hummer and countless Jeeps. Adding an extra slot wouldn't have landed GMC in hot water. The seven-slot grille has historically been associated with Jeep, and the company proved it's willing to go to significant lengths to ensure another automaker — especially one it perceives as a rival — doesn't use it. Parent company Fiat-Chrysler Automobiles (FCA) bitterly sued Mahindra over the Roxor's design, including its five-slot grille, and won in 2019, forcing the Indian firm to unveil a redesigned side-by-side for the 2020 model year. And yet, stylists would have very likely been able to get away with it on the Hummer. While General Motors owns Hummer, the brand traces its ancestry to 1970, when American Motors Corporation (AMC) purchased Jeep from Kaiser and changed the name of its General Products Division to AM General Corp. The division manufactured the rear-wheel drive, CJ-based DJ for the United States Postal Service and began developing the Humvee in 1979. Jeep and AM General went their separate ways when Renault began investing in AMC. Foreign companies weren't allowed to own defense contractors, and AMC had more to gain by gradually selling out to Renault than by keeping AM General, so it divested the division to LTV Corporation in 1983. Humvee production started shortly after, but no one protested its seven-slot grille because there was no risk of it stealing sales from a comparable Jeep model. It was manufactured exclusively for the U.S. Army, and civilian sales weren't planned. H2SUV View 4 Photos The original civilian Hummer released in 1992 must have raised more than a few eyebrows but, here again, it didn't directly compete with one of Jeep's off-roaders, so no one complained. It was huge, correspondingly expensive, and its portal axles made the YJ-generation Wrangler wet its pants. It's the H2 concept (pictured above) unveiled at the 2000 Detroit Auto Show that set off alarm bells in Auburn Hills. DaimlerChrysler's lawyers counted the slots in the chrome-plated insert that dominated its front end and shuddered when they reached seven.