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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:

Texas sues GM, saying it tricked customers into sharing driving data sold to insurers

Texas filed a lawsuit Tuesday against GM over years of alleged abuse of customers' data and trust. New car owners were presented with a "confusing and highly misleading" process that was implied to be for their safety, but "was no more than a deceptively designed sales flow" that surrendered their data for GM to sell. The suit contends that at no point was selling driving data ever even suggested as a possibility, putting GM in violation of the state's consumer protection laws. Texas Attorney General Ken Paxton is seeking a jury trial and at least $10,000 per offense (every GM car sold in the state since 2015) and a hefty add-on of $250,000 in cases where the victim was over 65. Texas seems to be flying high after a recent $1.4 billion settlement from Meta over other privacy concerns. This may well be a way to solve any pending budgetary issues in the Lone Star State.

GMC Hummer EV recalled over improperly sealed battery pack

Over 700 units of the GMC Hummer EV built during the 2022 and 2023 model years will be recalled due to an improperly sealed battery pack that lets water in. The firm issued a stop-delivery order at the same time as the recall, and it hasn't found how to fix the problem yet. Assigned recall number 22V-771 by the National Highway Traffic Safety Administration (NHTSA), the campaign includes 735 examples of the Hummer EV and 89 units of the BrightDrop Zevo 600 van. These two vehicles are pegged on opposite ends of the automotive spectrum, but they're affected by the same problem: "the high-voltage battery pack enclosure in some of these vehicles may not have been properly sealed," GMC notes, adding that "flanges on the battery pack enclosure may not have been properly primed or electrocoated." Water can wreak havoc in a high-voltage battery pack. GMC told NHTSA that it has found three EVs with this problem: an internal test vehicle that lost power while driving and two customer-owned vehicles that wouldn't start. As of writing, the firm is not aware of any accidents, injuries, or fires related to the issue, and GMC estimates that only about 1% of the recalled EVs are affected. GMC began notifying dealers of the recall in October 2022, and it plans to start reaching out to owners on November 28, 2022. However, a fix hasn't been found yet. In the meantime, the company issued a stop-delivery order and asked dealers not to attempt their own repairs. This isn't the Hummer EV's first run-in with water-related problems. In August 2022, General Motors voluntarily recalled 424 units of the Hummer EV and the Zevo 600 van due to a high-voltage connector that can prematurely corrode. The problem also let water leak into the battery pack, though it sounds like fixing it was reasonably straight-forward and involved applying sealant to the connector. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Featured Gallery 2022 GMC Hummer EV Edition 1 First Drive View 17 Photos Green GMC Hummer Truck Electric