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GM crab walked the Hummer EV truck up and down Woodward this weekend

Sometimes, manufacturers like to show off their fancy new wares at the Woodward Dream Cruise. It’s largely done through static showcases with big displays for the public to gawk at. However, GM did something a little different with its GMC Hummer EV truck this year. Instead of parking it at the Chevy and GM display area, it took to Woodward Avenue itself to show off the Hummer in pre-production form. Not only did GM drive the electric truck on the road in front of thousands, but it crab walked the whole way. This was our first time, and probably most of the publicÂ’s first time seeing the Hummer EV crab mode in person. Judging from the crowdÂ’s reaction (GM got its wish of everybody paying attention), folks are impressed, and maybe a bit confused at the HummerÂ’s sideways movements.  ItÂ’s a strange spectacle to see in person. At first, the truck appears as though itÂ’s sliding sideways on ice in a smooth, graceful slide. ThatÂ’s because even though the wheels are turned, the front of the truck is still pointing dead straight ahead. The GM employee behind the wheel of the prototype appeared to be moving forward at about 5-10 mph — it appears shockingly quick in person for the way this behemoth of a truck presents itself. The tech making it work is rather simple in concept. GM simply took existing rear-wheel steering technology, then amplified and modified it for this type of movement. Whereas most cars with rear-wheel steering max out at around 5 degrees of lock with the rear wheels, this Hummer can turn the wheels up to 10 degrees. Turn the wheel left or right in crab mode, and the Hummer moves diagonally down the street. If you use it for its intended purpose, crab mode is meant to help you navigate the Hummer through trails it might otherwise be too big to fit through using regular steering. In reality, we suspect most folks might use crab mode in the exact same fashion as GM did this past weekend: to impress people. And honestly, we canÂ’t blame them. It was a seriously cool sight to see. Crab mode in action: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

GMC and EarthCruiser to collaborate on Hummer EV Pickup overlander project

GMC just announced a collaboration with overlanding vehicle builder EarthCruiser, and the end result is going to provide us with a co-developed Hummer EV Pickup. The photo you’re looking at above is the first teaser for whatÂ’s to come of the partnership. The Hummer team will be working with EarthCruiserÂ’s research and design division to develop an overland upfit solution for EVs that it says will initially be integrated into the Hummer EV Pickup. In case you werenÂ’t familiar with EarthCruiser, theyÂ’re the people that have made utterly wild overlanding vehicles like the Terranova, FX and EXP. Needless to say, EarthCruiser makes some pretty rad stuff, and none of it is cheap. GMC says this collaboration will look to use EarthCruiserÂ’s expertise gained from developing its vehicles to create an overlanding solution for the Hummer. We should expect to see EarthCruiserÂ’s engineering technologies integrated into the vehicle, which will allow the Hummer to go even further off-road and provide the ability for owners to live with their trucks in the wilderness.  The one snag with overlanding in EVs is the typically long journeys away from civilization. As an example, the EarthCruiser XP and EXP feature 60-gallon fuel tanks to ensure you can get to where you need to go and power the living situation for a long time once youÂ’re there. WeÂ’ll be interested to hear what GMC and EarthCruiser have to say about the challenges presented by overlanding in an EV. Already visible in the teaser image is what looks like a solar panel-filled roof and rear side pods for supplies. The concept truck will be presented in late summer 2023, and while no date for a production vehicle was provided, itÂ’s likely that the final truck will come soon after. Related video:

Luxury carmakers make way more than just cars

Whether it's as simple as Ferrari offering model cars or as opulent as Bugatti with an $84,000-belt buckle, practically every automaker does more than just sell cars to keep their brands visible. The profits from these ventures might not be enough to keep the lights on, but in such a competitive industry, any extra cash is welcome. For the automakers that get licensing just right, there is a ton of profit to be made. According to a recent story examining the practice by The New York Times, Ferrari makes around $2.6 billion from merchandising each year, and General Motors tops that at $3.5 billion. Beyond just a profit center, merchandising can also protect an automaker's name. Take Hummer for example. The GM division shut down years ago, but it has continued to produce licensed cologne on sale around the world. "Because we still have the active fragrance, we're protecting the brand if we ever decide to bring it back," Gene Reamer, a GM licensing senior manager, told the Times. The whole piece is a fascinating look into this often ignored, but quite lucrative facet of the auto business. Read it for yourself, here. Related Video: News Source: The New York TimesImage Credit: Luca Bruno / AP Photo Design/Style Earnings/Financials Marketing/Advertising Read This Ferrari GM Hummer branding