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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:

Torque time | 2017 GMC Sierra HD First Drive

It's not the truck that counts, it's how you use it. It's the heavy stuff you fit in its bed or the extremely heavy stuff that gets hooked up to the tow hitch. The ATV, the Jet Skis, the trailer with more square footage than a Greenwich Village apartment. Perhaps you need to get Seabiscuit or, uh, Mr. Ed to wherever they need to gallop next. In our case, there's a pair of very serious-looking snowmobiles perched atop the bed of a GMC Sierra. They spread out as wide as the extended tow mirrors, and their back halves are dangling precariously beyond the truck. Sterling Archer would be giddy; I'm a little nervous. But only because canyon roads and wide vehicles with a high center of gravity go together like peas and custard. The added weight is no sweat at all. That's because this is the 2017 GMC Sierra HD Denali, a truck with the sort of enhanced power, torque, suspension, and stopping capability expected of a heavy-duty pickup. And for this year, the power and torque get a serious bump courtesy of a new 6.6-liter Duramax turbodiesel engine reengineered from almost the ground up with 90 percent new parts. It's quieter and more efficient and it emits less, while most importantly producing 445 horsepower and 910 pound-feet of torque. That's up from 397 and 765, respectively. Chevy fans will note that the same engine is also available in the updated 2017 Silverado HD. Now, for those keeping score at home, that horsepower is best-in-class but the torque number still falls short of the new Ford Super Duty and its Power Stroke diesel V8's 925 lb-ft. Aw shucks. For the record, GM's engineers didn't seem too concerned that they weren't able to eke out an extra 16 torques just to say they're No. 1. "We wanted to first meet emissions and then deliver the maximum horsepower and torque we could, and deliver it over the widest usability range possible," said chief engineer Eric Stanczak. And let's be honest here, 910 pound-feet is herculean, and once again, a jump of 145 lb-ft. Or one Subaru Impreza's worth. Or 110 more than the best Ram can do on a 2500, and its Cummins turbodiesel's 800 pound-feet was eye-popping not too long ago. (The Ram 3500 maxes out at 900 lb-ft with the right transmission.) Ah, but here's the rub. That Cummins-equipped Ram 2500 can still tow more weight according to SAE-compliant measurements – 17,510 pounds for a Ram crew cab with a short bed versus 13,000 in the similar Sierra 2500. The Ford F-250 can manage 15,000.

Volkswagen's latest ad is not subtle | Autoblog Podcast #509

On this week's podcast, Mike Austin and David Gluckman are joined by special guest James Riswick, who has been driving a lot of new cars lately. All of them are discussed, plus a few more from Mike and David, and Mike rants a bit about a new VW Atlas commercial. The episode wraps up with the traditional doling out of Spend My Money buying advice, during which David briefly goes out into left field. (He's back now, don't worry.) The rundown is below. Remember, if you have a car-related question you'd like us to answer or you want buying advice of your very own, send a message or a voice memo to podcast at autoblog dot com. (If you record audio of a question with your phone and get it to us, you could hear your very own voice on the podcast. Neat, right?) And if you have other questions or comments, please send those too. Autoblog Podcast #509 Topics and stories we mention GMC Sierra HD Mazda MX-5 Miata RF Mazda CX-5 Honda CR-V vs. Mazda CX-5 Mini Countryman Honda Clarity Fuel Cell Ford F-150 Raptor Lexus RC 200t VW Atlas "Luv Bug" commercial Used cars! Rundown Intro - 00:00 What we're driving - 02:43 Ad of the week - 41:40 Spend My Money - 49:14 Total Duration: 56:27 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Feedback Email – Podcast at Autoblog dot com Review the show on iTunes Marketing/Advertising Podcasts Ford GMC Honda Lexus Mazda MINI Volkswagen mazda cx-5 ford f-150 raptor gmc sierra hd volkswagen atlas mazda mx-5 rf lexus rc 200t