General Motors is in the process of attaining trademark rights for the word “Velite”, GM Authority has exclusively learned. The automaker originally applied for the mark with the USPTO on June 4, 2011. The trademark is identified by Serial Number 85334700 and is filed under the motor land vehicles, namely automobiles subcategory of the Goods and Services bracket.
After being filed on June 4 of last year, the application was published for opposition by the trademark office on October 18, 2011 — allowing other entities the ability to object to GM’s application. On December 13, 2011, the trademark office granted GM a Notice of Allowance — the ability to use the mark in conjunction with a product or service given that GM files a Statement of Use (SOU) — a legal document that pledges that the applicant (GM) will use the mark in conjunction with an actual product or service. The applicant then has six months to file the SOU; alternatively, it can file for up to six extensions — each lasting up to six months. On May 15, 2012, GM filed for its first extension to provide the SOU — which was granted on the same day by the trademark office. As such, the application contains a Status 703 (First Extension – Granted) as of this writing.
“Vehicles Light” Pseudo Mark
In addition, the trademark application contains the Pseudo Mark “Vehicles Light” — which seems to be long-hand of the word “Velite”. A pseudo mark assists in describing the mark and is often seen as additional protection for the trademark applicant/owner.
Coincidentally, General Motors unveiled a concept car at the 2004 New York International Auto Show called the Buick Velite (pictured below). It was a four-seat roadster with Buick styling cues, including the heritage waterfall grille, triple fender portholes, smooth and flowing lines, and the rather intangible but ever-present luxurious sophistication of a Buick. The concept was built on GM’s rear-wheel drive Zeta vehicle architecture and used a non-production twin-turbocharged 3.6L V6 engine making 400 hp.
The GM Authority Take
Given that GM has filed for its first extension in providing the trademark office with the required Statement of Use, it would seem that the automaker is serious in buying time until it is actually ready to unveil a product (or concept) with the Velite name. As we like to say here at GMA, only time will tell what the Velite may, or may not, bring — but chances are the Velite name could be used on a Buick variant of the recently-teased Opel Cascada (read: Astra convertible)… or something else, entirely.
What would you like to see wearing the nameplate? Sound off in the comments!