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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:

Hummer will return as an EV nameplate in 2022

General Motors will bring the Hummer name back to market with an electric vehicle, ending a 10-year hiatus with the introduction of a low-volume 4x4 pickup to go on sale in 2022 as part of the GMC lineup. The Wall Street Journal reported Friday that GM is working on an offering similar to Jeep's Gladiator pickup, and at least initially, the paper says, the "Hummer" name revival will not extend beyond that model.   The choice to revive Hummer as GMC gives GM flexibility in selling what it projects to be a low-volume model without having to support an entire brand, which would require dealer and service network support, which could potentially prove to be both costly and even legally challenging, as holders of existing franchises would likely want a piece of the action.  GM's choice to shutter the brand in the wake of bankruptcy and restructuring back in 2010 was met with resistance from franchise holders. At the time, Hummer's image of gas-guzzling excess ran afoul of GM's goals to produce affordable hybrid and electric vehicles for the masses.  GM wanted the Chevrolet Volt to be the public face of its future, rather than a V8-powered SUV. Unconfirmed rumors of Hummer's return have been circulating for quite some time. In June of last year, rumblings of an all-electric revival made headlines when GM president Mark Reuss professed his love for the discontinued brand.  While this report is far from official, we won't have to wait long for hard confirmation, as Los Angeles Lakers superstar LeBron James has been lined up to front the nameplate's return in a Super Bowl commercial spot. We expect the re-launch will be teased ahead of the NFL championship game on Feb. 2.  Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Mil-Spec built a one-off, track-ready Hummer H1

Mil-Spec is one of the latest companies looking for success with restored and modified versions of iconic vehicles. Rather than Porsche 911s or '60s trucks and SUVs, its canvases are Hummer H1s. The customer vehicles are big, brash off-road machines, but that's not all the company is capable of. We recently learned that the crew over there built a Hummer H1 meant for race track use, and it is amazing. The base vehicle is a four-door convertible pickup truck, and Mil-Spec thoroughly changed the suspension. It has custom coilovers with stiff springs, and the entire suspension geometry has been revised. Overall, it was lowered a stunning seven inches compared with a stock H1. The H1's in-board brakes now feature six-piston brake calipers, and the wheels are wrapped in low-profile Pirelli P-Zero tires. Also impressive is the fact that the truck still has a part-time four-wheel-drive system. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Under the hood is a 6.6-liter Duramax diesel V8 similar to that in the customer models. But this one has been tuned all the way up to 800 horsepower and 1,500 pound-feet of torque. This engine also plays a role in this truck's origins. Apparently the truck was used for final powertrain testing and development. But it was also built to highlight the company's capabilities. If you want one of these, well, you can't have one. At least not yet. We asked a Mil-Spec representative, and he told us that there are no plans for offering track-oriented H1s. That's understandable, since the company is still working through building and selling its initial run of 12 off-road-ready vehicles. He did say the truck has generated a lot of interest, though. So, maybe when the company has time, and if a really wealthy buyer really wanted one, maybe the Mil-Spec could work something out. But at least in the meantime, the company is sticking to tall, chunky-tired H1s. Related Video: