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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:

Redesigned 2021 GMC Yukon gets a diesel, AT4 model, Denali-exclusive interior

GMC's most robust family hauler is getting a complete redesign for the 2021 model year, including a new, off-road centric AT4 model, an upscale interior exclusive to its luxurious Denali model, an available air suspension, and, last but not least, a diesel engine.  With Americans obsessing over trucks, it's no surprise that GMC is going hard with its AT4s-for-everybody strategy; the Yukon is no exception. This will be the first model year for the new trim on GMC's largest SUV. This off-road model gets all the goodies you'll need to veer off the beaten path with confidence, including an extra 2.0 inches of ground clearance with the adaptive suspension option (more below), a two-speed transfer case, standard Goodyear all-terrain tires, an off-road mode for GMC's "Traction Select" drive mode system, hill descent control, and some extra underbody skid plates. Since GMC is a premium brand, even the AT4 gets some luxury appointments, such as a heated steering wheel, heated and ventilated front seats, and heated outboard second-row seats. The interior is also adorned in black leather with tan accents and "AT4" embroidery in the seat backs.  Speaking of premium, GMC will introduce an air-ride adaptive suspension with an off-road ground clearance mode as a late-availability option for several Yukon models, and this feature will be included on the Denali trim.  The Yukon and Yukon XL are GMC's variants of Chevrolet's full-sized SUVs, the Tahoe and Suburban. Their fundamental body-on-frame architecture is also shared with GM's half-ton pickup trucks, and thanks to that common engineering, they can also share powertrains. That's normally just a trivial side note when it comes to a new GM SUV announcement, but this time around, it's a bit more meaningful thanks to the introduction of a new light-duty, inline-six diesel in GM's truck lineup last year.  Yep, that means that for 2021, like the Tahoe and Suburban, the Yukon is getting a diesel option. The 3.0-liter Duramax makes the same 277 horsepower and 460 pound-feet of torque as it does in GM's trucks.  GMC's standard engine is still the 5.3-liter V8 that makes 355 hp and 383 lb-ft of torque. The 6.2-liter V8 is also an option like before, producing 420 hp and 460 lb-ft of torque. All engines come with a 10-speed automatic and a choice of rear- and four-wheel drive.

Chevy Trax engineer says GMC version possible

The Buick Encore is doing so well and its platform-mate the Chevrolet Trax has such good reviewer vibes going for it already, that a GMC version hasn't been ruled out. During the recent press launch, Automotive News asked lead engineer Al Manzor if the Trax could wear a GMC-branded suit, to which Manzor replied, "I think that is certainly possible." That's a long way from telling us anything about the probability of a GMC version of the Trax, and a legion of questions would need to be answered before it could happen. How would a GMC version be priced to leave room for the $26,465 GMC Terrain but not eat into sales of the $20,995 Trax or the $24,035 Encore? Or would that matter? Could it primarily be considered to encourage a new faction of The Yukon Set at the compact end, GMC buyers being famously committed to the marque? And of course, would there be a Denali version? It'll probably be a long while before we have any kind of answers, but if you want to see it happen, the door to your campaign of persuasion is at least ajar.