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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:

GM thinks Colorado and Canyon midsize trucks will lure crossover buyers

The invitation to come out and sample product at the General Motors Proving Grounds in Milford, MI is rarely dull, and after spending this morning driving preproduction versions of the Chevrolet Colorado and GMC Canyon all we can say is... under strict embargo. Sorry, America, we were as excited as many of you are to learn more about GM's new midsize truck range and take note of how they go down the road, but it's going to be September before we're allowed to share that with all of you. Here's to sweet suspense.
While we might not be able to talk about refinement or handling yet, we did find some of the product positioning and marketing statements from GMC and Chevy officials on hand at the program to be pretty interesting.
Of course, we all know that the literal competitive set for Canyon and Colorado is comprised of two comparatively ancient Japanese midsize trucks: the Toyota Tacoma (which currently owns this segment) and the Nissan Frontier. The Frontier's bones are as old as the 2005 model year, with 2009 marking the last time the truck was updated. The Taco was also launched in 2005, though it did see a freshening for 2012. The point remains that, in every facet from powertrain to dash plastics, the GM midsize truck twins are going to look positively space age by comparison when they hit the market for MY 2015.

2014 Chevy Silverado, GMC Sierra full configurators truck in

You can now put prices to your wildest option-sheet dreams of the 2014 Chevrolet Silverado and GMC Sierra. A microsite for the full-size pickup truck twins has been up since January, and now the full-blown configurator is live and ready to take your virtual orders. The only two chassis configurations available at the moment are the Crew Cab with either a short or standard bed - Regular and Double Cab versions will come later. In Silverado flavors that will run you $32,710 for the short box, $33,010 for the standard box, while the Sierra adds a $1,500 premium to both of those prices, and destination and handling for both models adds another $995.
Since these are American pickups the list of modifications is lengthy, but we added $11,450 in just two steps by starting with the Silverado Crew Cab and standard bed, then checking four-wheel drive and the LTZ Z71 package. Our final truck, resplendent in Brownstone Metallic paint, heated and cooled Cocoa/Dune perforated leather seating and tasty details like chrome recovery hooks, and engine block heater and LED cargo box lighting, rang up $57,285 at the candy store.
They'll be on dealer lots sometime this summer, so now's a good time to start practicing your box-checking.