#badging

What’s the point of owning a GMC if no one knows it’s a GMC? The question no one asked is apparently being answered, with General Motors reportedly offering a lit-up badge as a dealer-installed option for its 2021 Yukon line.

Sometimes a mile-high grille filled with a red GMC logo big enough to bludgeon a man to death with just isn’t enough to get the message across.

Pedalling sucks, but so too does shelling out tens of thousands for a new Jeep. The off-road brand’s solution is an exercise in badge-engineering that dispenses with two wheels, an internal combustion engine, and all manner of cocoon-like safety.

It’s the Jeep e-Bike, and it can be yours for a price topping that of entry-level Japanese motorcycles.

Cadillac’s recent decision to move its corporate emblem to the top of the grille was, apparently, a very controversial one. While older models carried the badge dead center, current models have allowed the symbol to creep nearer to the hood latch. We failed to notice any riots in the streets over the change, but Cadillac Society contends there are a contingent of customers who don’t appreciate the new look.

It also has the answers for why General Motors thought the modification necessary.

The mighty Jeep brand is hitting the Consumer Electronics Show next week, and it’s got a new badge in tow. No, Jeep isn’t messing with its namesake script; rather, there’s a new signifier on the way.

As it prepares to tout a trio of upcoming plug-in hybrids at the Las Vegas trade show, Jeep’s electrification effort will see the “4xe” badge filter through the lineup in the coming years.

Cadillac’s decision to take the practice of boasting through badging into the future generated a fair bit of buzz yesterday, and no shortage of snark, either. Rather than go the time-honored displacement route, the brand choose to slap its upcoming models with a metric, rounded-up torque figure, thus allowing ICE-less electrics to get in on the game.

Is this the beginning of the end for fenderbragging … or the start of a new beginning?

What fresh hell is this, you might mutter after hearing what Cadillac’s up to. Not only does General Motors’ luxury division plan to maintain its alphanumeric naming convention on future models, it also plans to add additional badging for the 2020 model year. The badges are numbers, designed to give both the owner and passer-by a sense of what’s under the hood.

No, it isn’t a return to prominently displayed cubic-inch engine displacements. It’s a torque figure.

In newton-meters.

Don’t you hate it when you’ve bragged to your friends for months about the brawny V8 engine in your Ram 1500, only to check the oil one day and discover it’s a V6?

That’s the joke Fiat Chrysler Automobiles accidentally played after a badging mix-up at the assembly plant. Also in the news this week is a Canadian town that tortures drunk drivers with godawful Nickelback tunes, as well as an Australian suspect who stopped for gas a number of times during a high-speed police pursuit.