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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:

Mercedes moves R-Class production to AM General in Indiana

Go back a decade or two and you'd have seen the SUV market polarizing in opposite directions: hard-core off-roaders like the Hummer on the one hand, and passenger-focused crossovers like the Mercedes R-Class on the other. Now their fates are set to intertwine, at least as far as manufacturing is concerned. No longer producing Hummers, AM General (which designed and originally produced the Hummer) has been assigned the task of manufacturing the R-Class at its underused, 675,000 square-foot Commercial Assembly Plant in Mishawaka, IN – part of metropolitan South Bend. The decision was undertaken to allow Mercedes to free up production capacity at its plant in Tuscaloosa, AL, where it also produces the M-Class, GL-Class and C-Class, and where it will soon begin manufacturing the GLE Coupe. The vacation of the R-Class assembly line could be earmarked to make room for that new slant-roofed crossover (which was originally thought to be joining the Tuscaloosa plant as a fifth model) or could pave the way for another model to reach Alabama altogether. The multi-year arrangement to manufacture the R-Class makes AM General the first manufacturer contracted to build Mercedes-Benz vehicles in the US, but hardly the only one in the world. The G-Class – which could, incidentally, be characterized as the German equivalent of the Hummer – is built on Mercedes' behalf by Magna Steyr in Austria, and the company builds many of its passenger and commercial vehicles for local consumption under joint ventures in the Far East especially. The R-Class was first introduced in 2005, and though it's still built in America, it was removed from the company's US lineup back in 2012. However Mercedes confirms that, since 2013, it has been and remains available exclusively in China. That puts the R-Class in the rare position of being manufactured in the United States by (or now for) a foreign automaker but unavailable for sale here. AM General Selected As Mercedes-Benz First and Only Contract Manufacturer of Vehicles in the United States SOUTH BEND, Ind., Jan. 27, 2015 /PRNewswire/ -- AM General LLC and Mercedes-Benz U.S. International, Inc., today announced that Mercedes-Benz has selected AM General to manufacture the Mercedes-Benz R-Class luxury vehicle at AM General's world-class 675,000 square-foot Commercial Assembly Plant.

Are orphan cars better deals?

Most folks don't know a Saturn Aura from an Oldsmobile Aurora. Those of you who are immersed in the labyrinth of automobilia know that both cars were testaments to the mediocrity that was pre-bankruptcy General Motors, and that both brands are now long gone. But everybody else? Not so much. By the same token, there are some excellent cars and trucks that don't raise an eyebrow simply because they were sold under brands that are no longer being marketed. Orphan brands no longer get any marketing love, and because of that they can be alarmingly cheap. Case in point, take a look at how a 2010 Saturn Outlook compares with its siblings, the GMC Acadia and Buick Enclave. According to the Manheim Market Report, the Saturn will sell at a wholesale auto auction for around $3,500 less than the comparably equipped Buick or GMC. Part of the reason for this price gap is that most large independent dealerships, such as Carmax, make it a point to avoid buying cars with orphaned badges. Right now if you go to Carmax's site, you'll find that there are more models from Toyota's Scion sub-brand than Mercury, Saab, Pontiac, Hummer, and Saturn combined. This despite the fact that these brands collectively sold in the millions over the last ten years while Scion has rarely been able to realize a six-figure annual sales figure for most of its history. That is the brutal truth of today's car market. When the chips are down, used-car shoppers are nearly as conservative as their new-car-buying counterparts. Unfamiliarity breeds contempt. Contempt leads to fear. Fear leads to anger, and pretty soon you wind up with an older, beat-up Mazda MX-5 in your driveway instead of looking up a newer Pontiac Solstice or Saturn Sky. There are tons of other reasons why orphan cars have trouble selling in today's market. Worries about the cost of repair and the availability of parts hang over the industry's lost toys like a cloud of dust over Pigpen. Yet any common diagnostic repair database, such as Alldata, will have a complete framework for your car's repair and maintenance, and everyone from junkyards to auto parts stores to eBay and Amazon stock tens of thousands of parts. This makes some orphan cars mindblowingly awesome deals if you're willing to shop in the bargain bins of the used-car market. Consider a Suzuki Kizashi with a manual transmission. No, really.