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Trademark application points to evolution of new Hummer EV logo

A trademark application has revealed yet another evolution of the logo expected to adorn GMC's new Hummer EV pickup truck, bringing back the big "H" badge utilized on the H2 and H3 model lines of the expanded SUV lineup's heyday.  The image included with the filing depicts a logo that should be familiar to Hummer fans (or really any American who left their house between 2003 and 2010), with "EV" supplanting the old numerical model indicator. The "Hummer" and "EV" typeface appears to be a direct lift from a filing that surfaced back in April.  This should provide some comfort to folks who are fans of the idea of a future-proofed, all-electric pickup, but want something that embodies the charisma and road presence of the models sold in Hummer's now-deceased, not-so-environmentally-spectacular incarnation. While we don't yet know really any details of the new all-electric SUV, we do know it will be sold via GMC dealers, meaning the revived nameplate will not bring the rest of the Hummer brand along with it.  We haven't really seen much of the new truck, save for teasers and hints here and there. Even the "reveal" back in June only gave us a vague, big-picture look at the truck's silhouette, and various companion images and videos have hinted at features such as a removable roof assembly.  The truck’s general shape is off-road oriented with squared-off, sharp lines tracing the entire silhouette. Its big, knobby tires and blocky wheels are clear indicators of what GM was aiming for with this electric pickup. As for the SUV, comparisons to the Ford Bronco four-door will be inevitable. If our eyes are picking up the scale of this photo correctly, though, the Hummer SUV appears to be a slightly larger vehicle than the four-door Bronco is. Although, the wheelbase for the SUV is shorter than that of the Hummer truck. ThatÂ’ll help it off-road. Those small bumpers and short overhangs along with the bumper cutouts should be hugely beneficial to approach and departure angles, as well. GMCÂ’s shots of the Hummer in the studio are equally as revealing. We can see what looks to be an intense front skid plate and two big tow hooks. In addition to the off-road gear, GMC has allowed a look at the frunk. The front “grille” is one piece with the hood of the truck, so the whole assembly pulls up. That makes for what appears to be a very easy-to-load front trunk compared to other EVs that force you to lift items up and over the front of the car.

2024 GMC Canyon AT4X AEV teased on 35-inch tires

Last month, Chevrolet Performance teased the 2024 Colorado ZR2 Bison, which will be the ultimate hardcore off-road variant for that model developed in collaboration with American Expeditionary Vehicles (AEV). Since that camouflaged preview appeared, we've welcomed debuts of the competition, the 2024 Ford Ranger Raptor and 2024 Toyota Tacoma TRD Pro. Bookending a solid month of 4x4 delights, GMC teased the coming 2024 Canyon AT4X AEV. We can look at this as the GMC version of the Colorado ZR2 Bison, the Canyon's new-for-2024 AT4X trim given an additional boost in spec and capability. This isn't the truck's first flirt with the public. During media drives for the 2024 Sierra HD AT4X, one of the new heavy duty rigs showed up to the site pulling a trailer bearing a covered pickup. The mid-size form factor, 35-inch tires, and appearance at a GMC event were clues enough to the pickup's identity.  The official preview is proof of what we've been expecting. The revised front fascia wears a high-clearance bumper. Don't expect that winch to be included; the red hook in the tease is a digital add-on. You can expect the winch opening, boron steel underbody skid plating, and Multimatic dampers. The standard AT4X got a three-inch lift over the non-hardcore Canyon variants, in part thanks to being fitted with 33-inch tires. The 35-inch Goodyear Wrangler Territory MT 315/70 17 tires on the AT4X AEV are thought to help provide 11 inches of ground clearance. Beefier wishbones and hydraulic bump stops help protect owners who want to test limits. Reports by folks who walked around the covered truck predict a set of beadlock-capable AEV Salta wheels like the kind sold with the full-size Sierra AT4X AEV Edition. The cover couldn't hide the sport rack in the bed nor the bed-mounted spare tire carrier. Those, like the winch, are likely options that add to the price. Don't be surprised if engine output is unchanged. The 2.7-liter H.O. turbocharged four-cylinder makes 310 horsepower and 430-pound feet of torque. We'll never complain about more, but that's plenty for a truck envisioned as a low-speed obstacle crosser.  All GMC is saying for now is, "An even more off-road capable Canyon is coming." It debuts on July 6. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

GMC could have used Jeep's prized grille design on its born-again Hummer

General Motors confirmed it's bringing the Hummer nameplate back on an electric, GMC-badged pickup by publishing a dark photo of its front end. The battery-powered drivetrain under the sheetmetal represents a tectonic shift, but we noticed another flagrant break with tradition: it wears six slot-like inserts instead of seven like on every previous Hummer and countless Jeeps. Adding an extra slot wouldn't have landed GMC in hot water. The seven-slot grille has historically been associated with Jeep, and the company proved it's willing to go to significant lengths to ensure another automaker — especially one it perceives as a rival — doesn't use it. Parent company Fiat-Chrysler Automobiles (FCA) bitterly sued Mahindra over the Roxor's design, including its five-slot grille, and won in 2019, forcing the Indian firm to unveil a redesigned side-by-side for the 2020 model year. And yet, stylists would have very likely been able to get away with it on the Hummer. While General Motors owns Hummer, the brand traces its ancestry to 1970, when American Motors Corporation (AMC) purchased Jeep from Kaiser and changed the name of its General Products Division to AM General Corp. The division manufactured the rear-wheel drive, CJ-based DJ for the United States Postal Service and began developing the Humvee in 1979. Jeep and AM General went their separate ways when Renault began investing in AMC. Foreign companies weren't allowed to own defense contractors, and AMC had more to gain by gradually selling out to Renault than by keeping AM General, so it divested the division to LTV Corporation in 1983. Humvee production started shortly after, but no one protested its seven-slot grille because there was no risk of it stealing sales from a comparable Jeep model. It was manufactured exclusively for the U.S. Army, and civilian sales weren't planned. H2SUV View 4 Photos The original civilian Hummer released in 1992 must have raised more than a few eyebrows but, here again, it didn't directly compete with one of Jeep's off-roaders, so no one complained. It was huge, correspondingly expensive, and its portal axles made the YJ-generation Wrangler wet its pants. It's the H2 concept (pictured above) unveiled at the 2000 Detroit Auto Show that set off alarm bells in Auburn Hills. DaimlerChrysler's lawyers counted the slots in the chrome-plated insert that dominated its front end and shuddered when they reached seven.