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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:

Humvee maker AM General reportedly for sale, with interest from FCA, GM

WASHINGTON — AM General has put itself up for sale and has hired investment bank Macquarie Group Ltd to seek potential bidders in a deal that could value the builder of Humvee military vehicles at more than $2 billion, people familiar with the matter said this week. Potential bidders include competitors in the military ground vehicle market, such as General Dynamics, Oshkosh Corp and BAE Systems, according to two people familiar with the matter. Automakers like Fiat Chrysler and General Motors may also be potential buyers. GM licensed Hummer from AM General in 1998 to build civilian SUVs. None of the companies would comment or reply to a request for comment. The South Bend, Indiana-based AM General is currently owned by private equity firms. A possible sale of AM General follows a rash of deals over the past 18 months among defense contractors. But relatively fewer makers of defense equipment have gone on the auction block. Last year, United Technologies acquired Rockwell Collins for $30 billion, and in March, TransDigm Group continued its acquisition spree with a $525 million deal for Extant Components Group. AM General could fetch about 10 times its annual earnings of $160 million, one of the people said. The company's favorable tax treatment because of its current status as an limited liability corporation, would allow a buyer to reduce the company's taxable earnings for 15 years. That coupled with recent contract awards could push the ultimate value of the company to over $2 billion in a sale. The sale, should it happen, comes as the U.S. Army is gearing up for a broad effort to modernize its forces, including seeking prototypes of its Next-Generation Combat Vehicle in fiscal year 2022. Last month, AM General was awarded an Army contract for as many as 2,800 new M997A3 High Mobility Multipurpose Wheeled Vehicle (HMMWV) ambulances. The contract could be worth as much as $800 million if all options were exercised, AM General said at the time. Last year, the Pentagon awarded AM General a $550 million contract to deliver HMMWVs for use as protected weapons carriers, cargo transporters and ambulances to Afghanistan, Iraq, Ukraine, Jordan, Slovenia, Bahrain, Columbia, Bosnia and Kenya as a part of a larger Foreign Military Sales agreement. The sale of AM General offers an opportunity to purchase a prime contractor that delivers a finished product to the Pentagon, and not just an add-on system or service.

GMC could have used Jeep's prized grille design on its born-again Hummer

General Motors confirmed it's bringing the Hummer nameplate back on an electric, GMC-badged pickup by publishing a dark photo of its front end. The battery-powered drivetrain under the sheetmetal represents a tectonic shift, but we noticed another flagrant break with tradition: it wears six slot-like inserts instead of seven like on every previous Hummer and countless Jeeps. Adding an extra slot wouldn't have landed GMC in hot water. The seven-slot grille has historically been associated with Jeep, and the company proved it's willing to go to significant lengths to ensure another automaker — especially one it perceives as a rival — doesn't use it. Parent company Fiat-Chrysler Automobiles (FCA) bitterly sued Mahindra over the Roxor's design, including its five-slot grille, and won in 2019, forcing the Indian firm to unveil a redesigned side-by-side for the 2020 model year. And yet, stylists would have very likely been able to get away with it on the Hummer. While General Motors owns Hummer, the brand traces its ancestry to 1970, when American Motors Corporation (AMC) purchased Jeep from Kaiser and changed the name of its General Products Division to AM General Corp. The division manufactured the rear-wheel drive, CJ-based DJ for the United States Postal Service and began developing the Humvee in 1979. Jeep and AM General went their separate ways when Renault began investing in AMC. Foreign companies weren't allowed to own defense contractors, and AMC had more to gain by gradually selling out to Renault than by keeping AM General, so it divested the division to LTV Corporation in 1983. Humvee production started shortly after, but no one protested its seven-slot grille because there was no risk of it stealing sales from a comparable Jeep model. It was manufactured exclusively for the U.S. Army, and civilian sales weren't planned. H2SUV View 4 Photos The original civilian Hummer released in 1992 must have raised more than a few eyebrows but, here again, it didn't directly compete with one of Jeep's off-roaders, so no one complained. It was huge, correspondingly expensive, and its portal axles made the YJ-generation Wrangler wet its pants. It's the H2 concept (pictured above) unveiled at the 2000 Detroit Auto Show that set off alarm bells in Auburn Hills. DaimlerChrysler's lawyers counted the slots in the chrome-plated insert that dominated its front end and shuddered when they reached seven.