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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

2023 Hyundai Ioniq 5 Cupholder Mega Test: Will the Nalgene bottle fit?

I absolutely adore the Hyundai Ioniq 5, and so was excited to spend a week with it when the EV landed in my driveway. When I first drove the Ioniq 5 in San Diego, though, I hadn't packed my favorite style water bottle: the big 32-ounce Nalgene. Despite it being the best, its sheer size makes it less ideal when trying to pack light for a short trip. It also means it doesn't fit in most cars' cupholders, but, without the bottle on hand, I'd have to wait until this new opportunity with the Ioniq 5 to find out if it passes the Nalgene check. So, let's get to it. Starting at pole position — the front cupholders — we find ourselves unlucky so far. It's not even close to fitting. Not unusual, but our first option for convenient access to megahydration is denied. In most instances, our next best bet is the molded pockets in the front door panels. Here we have success. It's quite a tight fit, so while our drink won't be knocking or rolling around, it's not as easy as it could be to retrieve while driving, and I'll probably eventually wear out the little plastic tether connecting the lid to the bottle, as that's the easiest thing to grab without looking. Still, I'll give these door holders a pass. How about the folks sitting in back? Where can they stash their Nalgenes? No surprise about it not fitting in the center armrest cupholders after our inauspicious start with the fronts. The fact that it won't fit in the door panels is disappointing. C'est la vie. But one more thing ... you might have noticed another potential stash up front in the storage cubby below the center stack. The Nalgene fits in there just fine, but a little bit of extra room means the bottle will be knocking around. It's actually a decent spot, and more accessible than the doors.

Sega's 'Hummer Extreme Edition' may be the most 2000s arcade racing game ever

There's a reason GM is leaning on the Hummer name for its upcoming electric truck, and it's because it has amazing name recognition. No matter who you are, you know the name, and there's probably a lot of imagery you associate with it, both good and bad: big, brash, capable, in-your-face. Of course a lot of this was in vogue in the 2000s, so it shouldn't have come as a surprise that there was an entire arcade game based on the brand called "Hummer" and "Hummer Extreme Edition" by Sega. Though, ironically, it launched in 2009, just as Hummer was near its death. And, man, this game sure exemplifies the brand. There were a number of different form factors for the game, all of which involved a car seat, wheel and pedals, and they all had bright yellow paint and some representation of the brand's most polarizing model, the H2, sitting over the screen or behind the seat. Some flyers indicate that some machines could be had in less garish black, green or red colors, but we doubt they were as popular. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Watching actual gameplay, captured by YouTube user iPlaySEGA, "Hummer Extreme Edition" appears to stay true to the brand identity with the SUVs smashing through big outdoor race courses. There's a big emphasis on the smashing part, as that, along with jumps and stunts rewards the driver with extra boost to get ahead of the competition. Players have a choice among the H1, H2 and H3, and each one has modified variants with either meaty tires and brush guards, or slammed on giant wheels with neon and sound systems. According to a description from arcade machine vendor Primetime Amusements, the machine featured four tracks, the ability to link up to four machines for multiplayer, a force-feedback steering wheel and a 32-inch LCD display. Since the game was launched in 2009, it may be difficult to find an example at a local arcade, but it seems like one worth keeping an eye out for. It is possible to purchase one used from various online arcade retailers. A British retailer called Liberty Games is offering a two-person setup for the not unsubstantial price of 9,999 pounds, which comes to just over $13,000. We'd recommend looking for an arcade with one, or, at that price, actually buying a real Hummer H2. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.