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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:

U.S. Army purchases GMC Hummer EV for Light Recon Vehicle testing

The military has been analyzing alternative powertrains for a while, and working with GM vehicular products in that field for at least seven years. In 2016, we got a look at a rebodied Chevrolet Colorado ZR2 with a hydrogen fuel cell powertrain developed by GM and the US Army Tank Automotive Research Development and Engineering Center. In 2017, the automaker created its GM Defense division, winning two contracts for conventionally powered trucks in 2020 and 2021. The Detroit Free Press reports that alt-energy is heavy in the frame, the Army having opened a bid for an electric Light Reconnaissance Vehicle (eLRV). Ten companies showed up with product for a demo last year, at least two of which were electric. The U.S. military's largest branch already purchased a single Canoo EV for testing, now it's also bought a new GMC Hummer EV. It's possible that the specific capabilities of an EV are responsible for the Army's quest. The branch canceled its previous LRV program in 2016 that intended to replace the Scout HMMWVs, which were purpose-built versions of the ubiquitous old Hummer. Military.com wrote that the parameters for that search were a rig that could "carry six soldiers, with a total payload 2,100 pounds. The vehicle must not exceed 11,669 pounds so it can be carried internally or sling-loaded by a CH-47 Chinook helicopter. The vehicle must be capable of mounting a weapon system, such as a 30mm cannon, which can engage targets accurately at a range of at least 1,000 meters." Last November, CNBC reported GM Defense was working on a Hummer EV-based military vehicle. Hummer being Hummer, it's likely GM began exploring the martial route once it greenlit the return of the brand. Last year, Defense Secretary Kathleen Hicks told CNBC, "Electrifying the non-tactical fleet, that’s a no-brainer," but the search for an eLRV signals an eye on something more intense than shuttling troops. Breaking Defense reported in 2020 that the Army was "working with a non-profit consortium of more than 200 companies and universities developing clean transportation technologies, CALSTART." Task and Purpose said the Army's brief for eLRV missions was, "'enhanced mobility, lethality, protection, mission load capacity, and onboard power' for six soldiers to conduct both mounted and dismounted reconnaissance and surveillance missions for Infantry Brigade Combat Teams." That's not necessarily frontline service, but it's not necessarily a garrison shuttle, either.

IIHS: High numbers of drivers treat partially automated cars as fully self-driving

WASHINGTON — Drivers using advanced driver assistance systems like Tesla Autopilot or General Motors Super Cruise often treat their vehicles as fully self-driving despite warnings, a new study has found. The Insurance Institute for Highway Safety (IIHS), an industry funded group that prods automakers to make safer vehicles, said on Tuesday a survey found regular users of Super Cruise, Nissan/Infiniti ProPILOT Assist and Tesla Autopilot "said they were more likely to perform non-driving-related activities like eating or texting while using their partial automation systems than while driving unassisted." The IIHS study of 600 active users found 53% of Super Cruise, 42% of Autopilot and 12% of ProPILOT Assist owners "said that they were comfortable treating their vehicles as fully self-driving." About 40% of users of Autopilot and Super Cruise — two systems with lockout features for failing to pay attention — reported systems had at some point switched off while they were driving and would not reactivate. "The big-picture message here is that the early adopters of these systems still have a poor understanding of the technologyÂ’s limits," said IIHS President David Harkey. The study comes as the National Highway Traffic Safety Administration (NHTSA) is scrutinizing Autopilot crashes. Since 2016, the NHTSA has opened 37 special investigations involving 18 deaths in crashes involving Tesla vehicles and where systems like Autopilot were suspected of use. Tesla did not respond to requests for comment. Tesla says Autopilot does not make vehicles autonomous and is intended for use with a fully attentive driver who is prepared to take over. GM, which in August said owners could use Super Cruise on 400,000 miles (643,740 km) of North American roads and plans to offer Super Cruise on 22 models by the end of 2023, did not immediately comment. IIHS said advertisements for Super Cruise focus on hands-free capabilities while Autopilot evokes the name used in passenger airplanes and "implies TeslaÂ’s system is more capable than it really is." IIHS in contrast noted ProPILOT Assist "suggests that itÂ’s an assistance feature, rather than a replacement for the driver." NHTSA and automakers say none of the systems make vehicles autonomous. Nissan said its name "is clearly communicating ProPILOT Assist as a system to aid the driver, and it requires hands-on operation.