General Motors has filed an application to register “Buick Avenir” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s April 20th, 2015 application is assigned serial number 86602513 and specifies that the mark will be used for “motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof”.
The GM Authority Take
This filing does not indicate that GM has plans to build the Buick Avenir concept it revealed at the 2015 North American International Auto Show in January. It also doesn’t indicate that GM has plans to build a vehicle called “Buick Avenir”. What it does indicate, however, is that GM would like to secure the rights to use the Buick Avenir name. And, as we have explained in the past, GM will only be able to successfully register the trademark with the USPTO if it brings a real product called Buick Avenir to market, all thanks to the USPTO’s Statement of Use requirement.
For now, we sincerely hope that the Buick Avenir comes to market, but only as a full-size sedan based on GM’s new, rear-drive Omega platform shared with the 2016 Cadillac CT6.