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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:

Elvis Presley owned this GMC pickup. Now you can, too

Befitting his status as America's first rock star, Elvis Presley lived large. Among his many excesses, Elvis was well known for his prolific new-car purchases. Mostly, it seems the King favored Cadillacs and Lincolns — although, during his Army stint in Europe, he picked up a BMW 507 roadster. Here we have something different from the Elvis Presley canon: a 1967 GMC pickup. And this GMC will be crossing the block at the GAA Classic Cars auction on February 27. This GMC is one of three that Elvis purchased from Guy Caldwell Motors in Senatobia, Mississippi, almost exactly 54 years ago: on February 7, 1967. He bought a red one, a blue one, and this green one for use on his Circle G Ranch in Horn Lake, Mississippi. According to a badge on the glovebox door, this pickup is a GMC Cheyenne Super, which sounds like a fancy-pants trim level, although the truck still looks pretty bare-bones to our eyes. The steel wheels have dog-dish hubcaps, and the grille and bumpers are painted white rather than chrome. It's a standard-bed half-ton pickup and is powered by a six-cylinder engine with a three-on-the-tree column-shift manual transmission. The truck spent just over a year on the ranch before being sold off. It then went through a series of owners and several museum stints. Among the paperwork included with a sale is a letter from Elvis Presley Enterprises confirming that a GMC pickup with this VIN number was bought new by Elvis. It has now been restored, so there shouldn't be a whole lotta shakin' going on. The truck has been repainted green, although the side mirrors are different than what's shown in a vintage photo, and the chrome trim along the sides is missing. More notably, we'd like to see the "Circle G Ranch" logo it once wore on its doors be added. No pre-sale estimate is given. The final hammer price for this GMC will depend on the degree to which bidders are all shook up at the prospect of owning one of the more unusual Elvis Presley vehicles.

2014 GMC Sierra

Is the Best GMC Truck Ever Made Good Enough?
We've got a bright aluminum Airstream camper hitched to our rear bumper as we head up Southern California's coast because GMC says that 60 percent of all full-size pickup owners will use their trucks for towing.
Rather than forcing us to absorb its capabilities in a long-winded PowerPoint presentation, the automaker brought us to Los Angeles and handed us the keys to its all-new 2014 GMC Sierra 1500. After jumping behind the wheel of a 5.3-liter V8 model, we drove up the foggy Malibu coast (locals call the soggy early-summer weather "June Gloom") and made our way to the Camarillo Airport for a towing refresher. Once completed, a brand-new 23-foot Airstream was hitched to our aft end and we were pointed towards a campground just west of Santa Barbara.