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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:

GM will no longer remove parts from trucks to calculate curb weights

Following last week's mild uproar after it was discovered that Ford and General Motors were removing some optional parts from their pickups to lower the curb weight and consequently increase the maximum payload, GM has come out and committed to a base curb weight for its upcoming Chevrolet Colorado and GMC Canyon compact trucks (although it has yet to publish them) and its current Silverado and Sierra. The company will do the same for its heavy duty offerings, although those numbers have not been finalized yet.
"This will make our curb weight and payload specs more consistent with those of most other truck makers, making it easier for customers to compare vehicles," GM spokesman Tom Wilkinson told Autoblog in an emailed statement.
As GM notes - and as every manufacturer has noted since this story broke - customers still shouldn't take max payload ratings as gospel. Instead, they should refer to their truck's Tire and Load Label, like the one shown at the inset, which will offer detailed information on max payload, specific to their truck.

2023 GMC Sierra HD MSRP up at least $1,000

Once Chevrolet bumped up the 2023 Silverado and Silverado HD MSRPs by $1,000, there was no reason to think luxury cousin GMC wouldn't do the same. The proof is here, pricing for the 2023 GMC Sierra HD up on its configurator with premiums of at least $1,000 over 2022 models. As we mentioned of the Silverado, the Sierras have also tracked with the price increases we mentioned in reference to the Chevrolets; the 2022 Sierra 1500 has run up $4,700 over its cost last October, the 2022 Sierra HD is $4,100 more than it was when it hit lots last summer. That puts a 2023 Sierra HD 2500 Regular Cab long bed with two-wheel drive and the 6.6-liter V8 gas engine at a starting price of $42,995 after the $1,795 destination charge, $1,000 beyond the 2022 pickup. At the top, a Crew Cab long bed Denali with four-wheel drive and the 6.6-liter Duramax V8 starts at $83,845, which is $1,250 more than the same rig from the 2022 model year. Moving up a weight class to the Sierra 3500, the price of entry starts $1,000 more than before at $44,195. The big bad boy 3500 Denali 4WD dually starts $1,200 more than before, at $86,245. The situation's a bit cloudier when we step down two classes to the 1500. GM Authority got the price sheet for the 2023 Sierra 1500 and reports that prices are up $1,000 on most trims, but $900 up on the Denali Ultimate and $1,900 up on the AT4. GMC hasn't uploaded the configurator for the 2023 trucks yet, and GMA's price sheet is hard to parse against prices on the 2022 configurator because the end of the model year and supply chain issues have translated into mandatory discounts that can't be accounted for. For instance, the 2022 Sierra 1500 Regular Cab standard box in entry-level Pro trim has an MSRP of $40,000, yet the configurator shows the total vehicle and options price as $39,950. After the $1,795 destination charge, that comes to $41,745. Then there's a mandatory package discount of $1,500, taking the final price before any other fees to $40,245. Meanwhile, GMA's paperwork shows the 2023 price starting at $40,020 after destination, which isn't $1,000 more than any figure on the configurator. At the top end, the 2022 Denali with the Crew Cab, standard box, 4WD, and 6.2-liter V8 comes out to $71,695, only because the front and rear park assist and steering column lock aren't fitted, resulting in a $100 discount.