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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:

2020 Harley-Davidson GMC Sierra brings the iconic brand to a new truck

The Harley-Davidson Ford F-150 rides alone no longer. Thanks to the Tuscany Motor Company, it now has a fellow truck associate to cruise with side-by-side on the open roads. Introducing the 2020 Harley-Davidson GMC Sierra, which will make its official debut at the 2020 Barrett-Jackson Scottsdale auction. For years, a Harley-Davidson special edition package has been associated with the Ford F-150 nameplate. Although Ford does not offer a direct option from the factory, Tuscany Motor Company answered the demand and now builds truck packages that carry the famous American motorcycle name. With the direction of Harley-Davidson, Tuscany creates interior and exterior customizations that reflect notable and iconic features of the bikes. This year is the first time Tuscany has ever offered a Harley-Davidson package on a GMC Sierra, and as expected, it's pretty similar to the one offered on the F-150. The package includes at least 60 exclusive parts, and the Sierra is available in Onxy Black, Summit White, or Satin Steel Metallic.  Setting the tone are Fatboy-inspired 22-inch milled aluminum wheels wrapped in chunky 35-inch all-terrain tires. As Tuscany is a division of Fox performance parts, the truck rides on a specially designed BDS suspension with tuned Fox shocks and lateral stability bars. The truck also has a redesigned front bumper and grille with an integrated LED light bar for off-roading, power running boards with rock guard trim and entry lights, color-matched Harley-Davidson-designed fender flares, custom front fender vents with the Harley logo, an induction-style hood, a redesigned rear bumper, and a tuned exhaust with billet tips. More badging, tailgate cladding, a windshield header, orange tow hooks, and a bed rug add extra pizzazz. Finally, for all the planes, drones, and aliens who are eyeing pickups from the sky, the tonneau cover is debossed with the Harley-Davidson logo.  Inside, the fan pack includes leather seating with orange diamond stitching, and piano black door panels, console, and trim. Harley-Davidson badging and branding is on the seats, on the center console, on the floor mats, the door sill inserts, the instrument gauges, and even the pedals.  If this is up your alley, and you're interested in buying, the Sierras, no matter the color, start at $94,995 before taxes and fees. For more information, visit Tuscany. Related Video:

2019 GMC Sierra Denali Drivers' Notes Review | Half measures

Associate Editor Reese Counts: This truck feels a full generation behind the competition. It's a half measure that feels more like a mid-cycle refresh than a whole new truck. There are a few high points: the 6.2-liter V8 is great (if thirsty) and the bed is wider than anything else in the class. The tailgate, too, is nifty, though some might write it off as a novelty. I also dig the tech, particularly the infotainment system and heads-up display. Ram might brag about its giant touchscreen, but I think I actually prefer the GMC's user interface. The rest can be summed up with a series of shoulder shrugs. The Sierra finally looks different than a Silverado, but I wouldn't call it handsome. The interior is spacious, but I'd knock the design and materials in a $45,000 truck, much less one approaching $70,000. It's not Toyota Tundra levels of terrible, it's just plain, cheap, and not nearly as space efficient as the Ram. It feels like GM's not even trying to move the needle with this truck. The more time I spend behind the wheel, the less I like it. Assistant Editor Zac Palmer: I got to spend a lot of seat time in this 2019 GMC Sierra Denali, and I came away generally unenthused by GM's most luxurious truck. We harp a lot about how expensive pickup trucks are these days, and this one's near $70,000 price tag is just the same. When you step inside a similarly-specced Ram, it feels like it's worth its price. When I step out of a Silverado and into a more expensive Sierra, I want to feel like it's money well spent. This Sierra Denali does not. Beyond the leather seats and a few small pieces of wood trim, it's hard, black plastic galore. What makes it all the more frustrating is that GM has most of the tech and features it needs (solid infotainment, 360-degree camera, wireless phone charging and the rear camera mirror is genuinely awesome). The presentation just comes off as dated from the start. It's a shame, because I have a strange affinity for how this truck looks from the curb. The sharp angles, brash styling and "tough truck" attitude is appealing to me. I like stomping on the gas and letting the 6.2-liter torque monster under the hood loose. But man do you pay the price for using that engine. Over a few hundred miles of driving I ended at a dismal 15 mpg reading on the trip computer — the saddest part of this was knowing these were mostly highway miles.