General Motors has filed two applications to register “Enspire” and “Envision” as trademarks with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s July 8th, 2015 applications specify that the marks will be used for “automobiles” (for Envision) and “automobiles, excluding motor homes” (for Enspire).
|Trademark||Serial Number||Filing Date||Goods and Services|
|Envision||86686419||July 8, 2015||Automobiles|
|Enspire||86686431||July 8, 2015||Automobiles, excluding motor homes|
The GM Authority Take
The Envision trademark applications further corroborate GM’s plans to offer the D2XX-platformed Buick Envision compact crossover (yes, it’s a compact) in the United States; the vehicle debuted and has been on sale in China for roughly a year, and is rumored to launch in the U.S. by the end of the year.
Meanwhile, the Enspire fits right in with Buick’s vehicle naming scheme (Encore, Enclave, Envision). As such, it wouldn’t be a far stretch to posit that Buick is planning a new crossover called Enspire as a midsize offering to slot between the Envision and Enclave in Buick’s crossover lineup. A four-crossover strategy — a sub-compact Encore, compact Envision, midsize Enspire, and full-size Enclave — wouldn’t be all too surprising given the rampant growth in crossover demand.