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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 readying aluminum-body fullsize pickups

Ford's extensive use of aluminum in its 2015 F-150 is a big deal. A really big deal. Big enough, in fact, that General Motors is reportedly changing its fullsize pickup strategy. According to The Wall Street Journal, The General has locked in partnerships with Alcoa Inc. and Novelis Inc. - companies that will supply aluminum for the next-generation Chevrolet Silverado and GMC Sierra trucks.
"Ford's introduction of the 2015 F-150 pickup truck was a game changer, and it's the first, not the last, conversion of this type," Novelis spokesperson Charles Belbin told the Journal. The switch to aluminum has allowed Ford to shave roughly 700 pounds off its fullsize truck's curb weight. And while official mileage ratings have not been announced, the weight loss should go a long way for improving efficiency, especially when combined other efficiency-minded improvements including better aerodynamics and new, turbocharged V6 engines.
Of course, aluminum-bodied cars are nothing new. But extensive use of aluminum in a major, best-selling product like the Ford F-150 is expected to kick off widespread use of this weight-saving material as availability rises and cost decreases. The WSJ reports that GM had originally explored the idea of moving to aluminum pickups back in 2008, but abandoned the idea due to cost concerns amid economic woes.

2025 GMC Sierra EV rumored to offer a smaller 170-kWh pack as standard

It's kind of wild that you can order a 2024 GMC Sierra EV Denali Edition 1 pickup, yet GMC hasn't released specific figures for battery capacity; maybe that's info you only get after putting down a deposit. Adding to the mystery, the 2025 GMC Sierra EV, already being promoted at the GMC site and which will be available later this year, will add a second battery. GM Authority says the pack in the 2024 truck (that only comes in one trim) is the 204-kWh pack we already know from the GMC Hummer EV. In April, GMC raised the estimated range rating for that pack from 400 miles to 440 miles, upped towing capacity by 500 pounds to 10,000 pounds, and raised max payload capacity by 150 pounds to 1,450 pounds. For 2025, GMA says the the Sierra EV range will add a smaller 170-kWh pack for lower trims.  Trims, you ask? Yes, next year's standard Denali trim will be joined by AT4 and Elevation trims. The AT4 will come with trail-use perks like four-wheel steering, CrabWalk, and two additional inches of ground clearance thanks to 18-inch wheels wrapped in 35-inch all-terrain tires, plus Super Cruise and a spray-on bedliner. Optional features on the AT4 include a DC fast charge upgrade to 350-kW, GMC's MultiPro MidGate, and the 10.2-kW Power Station Pro. The Elevation, typically a lower trim in GMC's vehicle lineups, comes with a power-operated frunk, the MultiPro tailgate, and sits on 18-inch wheels in 33-inch rubber. The Elevation options menu will offer the MultiPro MidGate, Super Cruise, spray-on bedliner, Power Station Pro, and fast charge upgrade. The Denali will come with all of these tech features standard, but sit on 24-inch wheels in 35-inch rubber. New colors will expand the palette from the sole option today, Thunderstorm Gray, to include Deep Ember Tintcoat, Deep Ocean Metallic, Moonlight Matte, Onyx Black, and Summit White. Back to the battery, the 2025 Sierra EV's order guide shows two pack options, an Extended Range and a Max Range, without giving capacity figures. GMA believes this will be a 20-module pack of 170 kWh, powering a range of around 380 to 390 miles. The 2025 trucks reportedly begin heading down lines in early September, starting with the Denali trim, so information should be forthcoming in the not-too-distant. The AT4 and Elevation trims will reach dealerships early next year.