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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:

GMC Terrain adds AT4 trim, completing the set

"AT4 all of the things!" is GMC's new rallying cry, as the brand has announced that the off-road-themed trim level is coming to the GMC Terrain midsize SUV. The Terrain will join the just-announced 2021GMC Yukon and the 2021 GMC Canyon midsize pickup, both of which add an AT4 variant for the first time. The model designation was introduced on the Sierra full-size pickup for 2019, and spread to the Sierra HD and to the Acadia three-row crossover for 2020. AT4 content, however, varies widely by model. In the Sierra full-size pickup, the trim level brings a full slate of off-road gear including a two-inch suspension lift, a two-speed transfer case for the 4WD system, a locking rear differential, hill-descent control, Rancho shocks, skid plates, off-road tires, and more. The Acadia AT4, meanwhile, includes little more than standard AWD, black wheels and exterior trim, and all-terrain tires. It sounds like the Terrain AT4 will be closer to the Acadia in execution, with GMC promising a black-chrome grille and exterior design elements plus "confident capability and advanced technology." Hmm. The GMC Terrain AT4 doesn't arrive until the 2021 model year, which means this fall, so more specifics, including pricing, are still to come. But GMC couldn't wait to show the Terrain AT4, which completes the AT4 family photo seen above. Related Video:    

Refreshed GMC Terrain is introduced. Again.

Back in January of last year, we got our first look at the refreshed GMC Terrain that was supposed to go on sale sometime last fall as a 2021 model. But that was January 2020, just a couple of blissful months before the world shut down. So the Terrain ended up delayed, just like the Chevy Equinox, and now GMC is re-introducing us to the refreshed crossover, which is slated as the 2022 GMC Terrain. This time around, we've been shown photos of not just the new AT4 off-road oriented trim, but other more common variants. They all get larger grilles, larger headlights and new C-shaped taillights, and all trims get fulling LED exterior lighting. Both the AT4 and Denail get unique grille designs, with the former getting a gunmetal grey design with thick slats, and the latter getting an all-chrome one with more delicate lattice-work between the slats. The AT4 also boasts a front skid plate for protection, and from our early preview last year, it seems to get chunkier tires. The Elevation trim returns, too, as a black-out appearance package for the more entry-level SLE and SLT trims. The interior is mostly unchanged except for a revised shifter panel -- the buttons are new, but the same controversial design remains (see the video below). There are new features available, though. Apple CarPlay and Android Auto are still standard, but now they're wireless. A head-up display is available as an option for SLT and AT4, while it comes standard on the Denali. The Denali also gets an 8-inch screen in the instrument panel. Only the turbocharged 1.5-liter four-cylinder and nine-speed automatic have been announced for the Terrain. It makes the same 170 horsepower and 203 pound-feet of torque as before and can be paired with either front- or all-wheel drive. We're expecting a higher-horsepower, larger-displacement engine to be offered in the near future. The SLE, SLT and AT4 models will go on sale this summer. The Denali will follow in the fall. Pricing and additional details should be revealed in the coming months. Related Video: