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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 First Drive Review | True supertruck, for better and for worse

Right from the start, the 2022 GMC Hummer EV has been advertised with superlatives, mostly in reference to its specifications. GMC has even called it a "supertruck" in its own materials. And while we've received a taste of the truck before, only now have we finally got our hands on the production-spec model, and had the opportunity to drive it both off-road and on the street. What we've found is that the Hummer EV is undoubtedly a supertruck, much the same way that a Ferrari or a Lamborghini is a supercar. It totally delivers on its incredible capabilities, but there are compromises. And they're worth being aware of before plunking down the more than $100,000 a first-year Hummer will run you. That six-figure truck is the version we tested, the Edition 1, which actually rings in at $112,595. It's the only version in production for now, with lower trims coming in the next couple years. It's sold out, but many of the features will be available on the next highest trim level, the EV 3X. Among those features are the three motors, torque vectoring, “Watts To Freedom” launch mode, four-wheel steering, removable glass roof panels, 35-inch tires, Super Cruise, power rear window and MultiPro tailgate. In other words, although you can literally no longer order an Edition 1, you can still order a Hummer EV with nearly the same specification. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. We'll start where most owners probably will: mashing the throttle. No one can resist seeing what 1,000 horsepower and 1,200 pound-feet of torque will feel like. It's even a tad more torque in Watts To Freedom mode, which preemptively runs the cooling system to enable the additional twist. That mode allows the Hummer to hit 60 mph in 3 seconds, and the drama is dialed up with visual, audible and haptic cues. But even without engaging launch mode, the Hummer EV impresses and delights with its acceleration. In addition to pinning you to the seat, the entire truck squats in an exaggerated fashion. It's absurd, especially considering the truck's curb weight that surpasses a truly astounding 9,000 pounds. ThatÂ’s several hundred pounds more than the heaviest GMC Sierra HD 3500 diesel dually. Of course, that weight, as well as the nature of electric motors, means the party starts to calm down as the speed increases. The weight is noticeable in other areas, too.

For EV drivers, realities may dampen the electric elation

The Atlantic, a decades-old monthly journal well-regarded for its intelligent essays on international news, American politics and cultural happenings, recently turned its attention to the car world. A piece that ran in The Atlantic in October examined the excesses of the GMC Hummer EV for compromising safety. And now in its latest edition, the magazine ran a compelling story about the challenges of driving an electric vehicle and how those experiences “mythologize the car as the great equalizer.” Titled “The Inconvenient Truth About Electric Vehicles,” the story addresses the economics of EVs, the stresses related to range anxiety, the social effects of owning an electric car — as in, affording one — and the overarching need for places to recharge that car. Basically, author Andrew Moseman says that EV life isn't so rosy: “On the eve of the long-promised electric-vehicle revolution, the myth is due for an update. Americans who take the plunge and buy their first EV will find a lot to love Â… they may also find that electric-vehicle ownership upends notions about driving, cost, and freedom, including how much car your money can buy. "No one spends an extra $5,000 to get a bigger gas tank in a Honda Civic, but with an EV, economic status is suddenly more connected to how much of the world you get to see — and how stressed out or annoyed youÂ’ll feel along the way.” Moseman charts how a basic Ford F-150 Lightning electric truck might start at $55,000, but an extended-range battery, which stretches the distance on a charge from 230 miles to 320, “raises the cost to at least $80,000. The trend holds true with all-electric brands such as Tesla, Rivian, and Lucid, and for many electric offerings from legacy automakers. The bigger battery option can add a four- or five-figure bump to an already accelerating sticker price.” As for the charging issue, the author details his anxiety driving a Telsa in Death Valley, with no charging stations in sight. “For those who never leave the comfort of the city, these concerns sound negligible," he says. "But so many of us want our cars to do everything, go everywhere, ferry us to the boundless life we imagine (or the one weÂ’re promised in car commercials),” he writes. His conclusions may raise some hackles among those of us who value automotive independence — not to mention fun — over practicalities.