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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

GMC Hummer EV infotainment built with Unreal Engine used by 'Fortnite' and 'Rocket League'

We're only a couple weeks away from the reveal of the GMC Hummer EV truck and SUV. And we're expecting a lot of boasting about impressive capability and unique features. What we weren't expecting was for its infotainment system to be built on a video game engine. That's the news that has come out of Epic Games, creators of Unreal Engine, the basis of the Hummer's infotainment system. If you've been an avid video gamer anytime in the last 20 years, Unreal Engine should be recognizable. The first version of it powered Epic's "Unreal" and "Unreal Tournament" games, and more recent versions power multiplayer hits such as Epic's "Fortnite" and Psyonix's "Rocket League." The engine has been licensed out to countless other game developers for titles by both indie developers and large game companies. But its use in the GMC Hummer will be the first time it has powered a production car's infotainment system. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Epic didn't say which version of Unreal Engine is being used in the Hummer. Presumably it's a version of Unreal Engine 4, since Unreal Engine 5 hasn't been released yet. Also, while Epic released a trailer announcing the partnership and showcasing Unreal's 3D rendering and menu developing tools, it doesn't give us a peak at what the infotainment and instruments of the Hummer will look like. The company does tout fast boot-up times, powerful graphics, and over-the-air updates as useful features included with Unreal. But for a clear look at the final product, we'll have to wait for the October 20 reveal. Related Video:

GMC has received 65,000 Hummer EV orders so far

The GMC Hummer pickup truck only just went on sale, and already there's word from company brass that demand is higher than expected. According to a report from CNBC, Duncan Aldred, global vice president of GMC, said the automaker has received more than 65,000 combined orders for the current electric truck and upcoming SUV. What's more, the number of customers converting reservations into orders is humming along at 95%, which is also higher than the company projected. "Production’s actually slightly ahead of plan and weÂ’re putting things in place now to actually expedite that as well, so we can deliver these reservations quicker than we originally thought," Aldred said, adding that new orders placed today probably won't result in a delivered vehicle until 2024. "WeÂ’re doing all the studies on that and weÂ’re confident we can go a lot quicker than we originally thought," Aldred said, "But it still means a reservation now probably means delivering in Â’24." The version of the Hummer pickup that's currently being built is the highest-spec Edition 1 model. That truck ran at least $110,295, but since it's already sold out, new customers will be looking at Hummer EV 3X that starts right around the $100,000 mark before any optional equipment is added (and assuming you can find a dealer that won't try to jack up the price). At some unspecified point in the next year or so, GMC will start building a lower-cost Hummer 2X for $89,995. A year or so later, the  $79,995 Hummer EV 2 will make its debut. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.