2006 Hummer H2 on 2040-cars

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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.

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

Mil-Spec M1-R First Drive Review | The ultimate Hummer H1 gets better

In 2018, we got our first introduction to Mil-Spec, a company that sought to do to Hummer H1s what other resto-mod companies like Singer and Icon have done to other classic cars. Its initial run of hopped-up Hummers showed quite a bit of promise with an array of mechanical upgrades, including a particularly potent and entertaining diesel engine, plus major improvements to interior livability and luxury. As good as the initial trucks were, Mil-Spec wanted to do even better. It focused on details such as better materials and ergonomics for what it’s calling the second-generation of restored H1s. And all those upgrades are on display in the M1-R, which takes the second-gen M1 and adds some pretty extreme customer-requested modifications. @autoblog WhatÂ’s that? Oh nothing, just a Mil-Spec M1-R rolling on by ##autoblog ##hummer ##m1r ##custom ##fyp ? original sound - Autoblog As with all Mil-Spec Hummers, the M1-R received a comprehensive restoration, taking the body and frame down to bare metal. It was recoated in a durable bedliner-style material made with bits of Kevlar. This particular one was given a tint to make it look like one of the factory H1 colors, Competition Yellow. Steel off-road bumpers, a front brush guard, rear tubular tire rack, fender flares and door panels finished in plain black add contrast and help give it a more rough-and-tumble look. The simple and rugged 20-inch Black Rhino wheels look right at home on the truck, too, especially wrapped in the 38-inch off-road tries. Most of the improvements in the second-gen M1 are found within the cabin. As before, every upholstered surface is made of leather, in this case with diamond stitching that the customer requested. ItÂ’s all done in-house (fun fact, Mil-Spec is now also doing upholstery for private jets). Virtually every non-upholstered surface is made from machined aluminum. That includes the steering wheel, climate control knobs, air vents, window switches, turn signal stalks, even the custom-made ignition key. They all look and feel superb with hefty weight and crisp edges. The toggle switches are a particular treat and return a light, mechanical click with each press. Some of them are a little tough to reach as a result of the HummerÂ’s strange interior layout, but that would be the case even in a stock Hummer. These aluminum pieces are a massive step up from the plastic rocker switches and air vents used on previous Mil-Spec Hummers.