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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:

Pony cars, trucks and Italian SUVs | Autoblog Podcast #552

On this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Senior Editor Alex Kierstein and Associate Editor Reese Counts. We discuss the updated 2019 Chevy Camaro Turbo 1LE variant, the new 2019 GMC Sierra Denali, and the Ferrari-powered Maserati Levante GTS. We also debate whether Volkswagen should build the Atlas-based Tanoak pickup truck and what a delay means for the next-gen Ford Mustang. Finally, we answer a reader question about the state of Lexus.Autoblog Podcast #552 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown 2019 Chevy Camaro Turbo 1LE 2019 GMC Sierra 2019 Maserati Levante GTS Should Volkswagen build the Tanoak? Next-gen Ford Mustang delayed The past, present and future of Lexus Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video: Podcasts Chevrolet Ford GM GMC Lexus Maserati RAM Truck Coupe SUV Luxury Performance

Chevy Tahoe-to-K5 Blazer conversion shop renders Jimmy option

Back in 2019 we told you about a truck that looked like a K5 Chevy Blazer, but was actually a modern late-model Tahoe underneath. It was the product of Arkansas shop Flat Out Autos, which reskinned modern GM full-size SUVs to look like their predecessors. Now, the same shop is planning to release a GMC version, converting Yukons to Jimmys. We were impressed by Flat Out's workmanship, beautifully blending the lines of the Blazer into those of the Tahoe. The result was a cohesive design, not just a panel swap. It clearly required a lot of work, which helped justify the $69,000 price tag, not including the cost of the donor Tahoe. FlatOut Autos GMC Blazer Tahoe reskin 01 View 11 Photos At least one new owner was so impressed that they recently purchased four identical Blazer conversions at once. The quadruplets were all finished in blue with a white roof and all based on brand-new 2020 Tahoes. Obviously, with such demand it was only natural for Flat Out to explore other options. On Facebook the company said it was working on a 1972 version with an eggcrate grille. Now, they've also released a rendering paying homage to the K5 GMC Jimmy. The Jimmy conversion uses the original's quad-headlight face, crosshair grille and GMC badging. Like the Blazer conversion, it adds chrome bumpers and milled door handles while adapting the original's 2-door design to the new truck's 4-door body. The rendering only shows the front three-quarter view, but presumably a new carbon fiber rear door would have to be created as the Blazer's says "Chevrolet" across the back. Flat Out says that all the modern conveniences found on the donor Tahoe will work on the conversion, including parking, blind spot and lane keeping sensors. If you have the coin, it's a great way to have retro style without giving up modern safety and performance. The new Blazer has been disappointing to many fans that had hoped for a Bronco-like SUV. Instead, GM gave us a crossover. The Flat Out conversions might be a good compromise, and expanding it to the GMC brand only makes sense. Obviously there's no requirement to use a GMC Yukon as the donor vehicle for the Jimmy, as it's functionally identical to a Tahoe, but wouldn't you want to keep it in the family? Related Video: