General Motors has filed to trademark a new logo for the upcoming Hummer EV, GM Authority has uncovered.
The filing was made with the Canadian Intellectual Property Office (CIPO) on August 7th, 2020 and is assigned serial number 2044544.
The logo features the word “HUMMER” written out across the horizontal part of the letter “H.” Both of those are then followed by the letters “EV,” with the left-most portion of the “E” overlaid on top of the “H.”
The filing also states that the logo will be used in conjunction with the following goods and services:
- Motor land vehicles; bicycles; apparatus for locomotion by land.
A teaser of the upcoming GMC Hummer EV pickup truck
In April, GM Authority reported that GM filed a trademark application for a new Hummer logo. That logo is what appears on the horizontal part of the “H” in the filing discovered today.
Hummer logo trademarked by GM in April 2020
Both filings bring us one step closer to the launch of the upcoming GMC Hummer EV pickup truck, which is scheduled to go into production in late 2021. The launch of the Hummer EV will mark the rebirth of the Hummer brand, albeit in a very different way than it existed in the past. First, the relaunched Hummer brand will consist entirely of electric vehicles (EVs). Second, Hummer will no longer be a standalone brand, but rather a sub-brand of GMC.
A teaser of the upcoming GMC Hummer EV SUV
The GMC Hummer EV will be offered as both a pickup truck and an SUV, with the former expected to wear the ‘SUT’ suffix to communicate its differentiation from the SUV. Both versions of the vehicle will ride on GM’s BT1 dedicated electric vehicle platform and utilize its new Ultium proprietary battery technology. This new platform and battery pack will enable 800V fast-charging at up to 350 kW, allowing the truck’s large battery to be replenished from flat to full in short order. Range on certain models is expected to be as high as 400 miles per charge.
Additionally, both the GMC Hummer EV SUV and SUT will be offered with three different engine configurations, including single-motor, dual-motor and three-motor setups, each offering varying levels of range per charge, performance and price points. The range-topping tri-motor version will produce upwards of 1,000 horsepower and will be able to hustle from 0 to 60 mph in three seconds.
Assembly of the Hummer EV SUT and SUV will take place at the GM Detroit-Hamtramck plant, which recently received $2.2 billion in investments to produce a variety of all-electric trucks and SUVs. The facility will be the first GM plant fully dedicated to making electric vehicles.
We’ll report more on all things Hummer shortly, so be sure to subscribe to GM Authority for more GM trademark news, GM business news, Hummer news, GMC news and around-the-clock GM news coverage.
Comments
Hummer needs no EV models, too, such as a Humvee to battle Brono and Wrangler.
Sub brands are fantastic and could really help GMC grow and possibly replace Buick or Cadillac. A Pontiac Trans am could help GM move Camaros and other other models.
This is interesting. I wonder if this could be the new model name, the “H-EV,” like the “H1, H2 and H3” before it. Did GM make a subtle change in their marketing?
Remember, back in October of 2019 when these rumors really gained steam, the sources said that the Hummer would be referred to as “Hummer, by GMC.” This sounded like a TRUE sub-brand, whereas “GMC Hummer EV” just sounds like a plain model.
Could GM be deciding to go back to the rumored name, with the vehicle being called the “Hummer H-EV, by GMC” instead of “GMC Hummer EV?” I hope so…makes Hummer sound far closer to an actual brand again.
Eventually expanding to more models: H-EV1 (play on the original EV1), H-EV2, H-EV3 etc.
Now THIS is intriguing…talk about a call back to the original Hummer brand. H-EV1 calling back to the H1. H-EV2 calling back to the H2…this could work.
Though the names may become too long and redundant, like, “hey man, did you see the new Hummer H-EV1 SUT Tri-Motor?” Don’t forget, we still don’t know how they’ll differentiate trim levels.
GM needs to extend EV’s to the mid-size truck, and make a Hummer EV to do battle with Wrangler, and Bronco. Or they could simply shorten the frame of the Colorado/Canyon, and build a competitor for the Wrangler and Bronco. Both 2-door and 4-door versions. I know that the second idea won’t happen, since GM doesn’t make risky moves any more.
Unfortunately, a gasoline Wrangler/Bronco competitor isn’t coming. GM killed that project off in late 2018-early 2019…they deemed it too expensive. Typical GM beancounters.
However, a mid-size Hummer could definitely come if the SUT and SUV take off…I can’t imagine the BT1 platform would be hard to shorten to that size. I honestly expect the Hummer sub-brand to expand considerably, now that it’s electric. The old gas Hummer brand never got that chance.
I hope Hummer has an EV version of a Wrangler/Bronco. That would be amazing.
I think people will pay the premium which will most likely be about 10K per Trim level. But they need to be All in like Ford is with the Bronco. Removable doors, roofs, and thousands of aftermarket accessories.
It will be its own niche market. It would slot above Bronco in terms of price but below the Land Rover Defender. But offer Tech that the Wrangler and Bronco cannot even dream about.
@Momolos
Exactly my thoughts. If the SUT and SUV prove to be popular, you HAVE to make a mid-size SUV offering.
Can you imagine building an electric Wrangler before Jeep does? With the Bronco coming hard at Jeep from the other side, Jeep could be substantially damaged in the future. Beating them to the EV punch would devastate them.
@G8Burnout
I agree. Since GM cannot make a direct Bronco/Wrangler competitor a Bad Ass and first to market EV version would be amazing.
I think it’s likely the Hummer EV will come out and cost a boatload. Consequently very few will sell, and they’ll shelve the entire brand again.
But, I’m willing to be surprised at GM not screwing this up, should that unlikely event occur.
I’ve gotten word from a man who works within the GMC parts supply chain ops (no clue if this is true, so take it at face value) that the starting price will “surprise people like the C8 price did.”
I think it might start at $50k.
Yeah, that would be surprising and it would really create competition for Rivian and Tesla’s Cybertruck.
I don’t believe it for a second though, given what a pickup truck costs already.
If you’d have said $80k, I’d be inclined to agree.
@Nate,
Yeah, fair enough. Like I said, I have no clue if this is accurate, at this point it’s really all speculation. But if the Lyriq pricing is any indication, it definitely won’t start at $80k for the single motor, RWD variant. Until it comes out or some pricing sheet leaks, we’ll just have to wait.
How about
H-EV1
H-EV2
H-EV3
H-EV4
SUT-EV fullsized 600+hp pickup
SUV-EV fullsized 600+hp suv
H-EV Midsized 400+hp jeepy thing
SUT-EV
SUV-EV
H-EV
That’s copyright violated. They sold Hummer model to the Chinese years ago.