General Motors is continuing to puruse the registration of the ZR2 trademark with the Untied States Patent and Trademark Office (USPTO), possibly indicating plans to introduce a production vehicle or vehicle variant with the ZR2 name.
The Background
The automaker first applied to register ZR2 as a trademark with the USPTO in September 2014. Assigned serial number 86386591, the application specified the mark to be used in conjunction with the goods and services category of “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof”
Roughly two months later, at the Los Angeles Auto Show in November, Chevrolet showed off the Colorado ZR2 Concept as a variant of the midsize pickup truck ready to go off-roading straight from the showroom floor. Since then, GM’s legal team has been progressing the registration of the ZR2 trademark with the USPTO.
Chevrolet Colorado ZR2 Concept
According to GM Authority sources, the USPTO wanted to suspend the application on November 18th, 2014 for an undisclosed reason, but GM has provided the office with documentation that made it reverse that decision. Then, on June 16th, 2015, the office published in the official USPTO Gazette — a process that enables those opposed to a trademark being registered to voice their concerns and prevent further registration of the mark by the applicant.
Then, on July 16th, 2015, the USPTO received a notice, presumably from a third party, asking for more time to oppose the registration of ZR2 as a trademark. And on December 9th, the USPTO received a notice to terminate the extension.
We should also note that GM has held trademark rights to the ZR2 name in the goods and services category of “Decals” since January of 2013. This trademark is assigned serial number 85699452.
What Could It All Mean?
So, what does all this trademark process stuff tell us? One thing: GM is ardently pursuing trademark rights to the ZR2 name.
As we’ve mentioned earlier this month in reference to the Velite name, it would be a colossal waste of time and energy, if not completely worthless, to attempt to trademark something without planning to use it in a real-world product or service.
This is due to the fact that GM wouldn’t be successful in securing rights to a trademark without a Statement of Use — a legal document telling the USPTO how GM will use the mark in question in a real-world product or service. All this leads us to believe that GM has serious intentions to bring a ZR2 to market.
We will continue to follow the progress of GM trademarking the ZR2 name with the USPTO. Because, like you, we’re ardently hoping for both, a Colorado ZR2 and a Silverado ZR2, sooner rather than later.
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Comments
They need to bring that concept to production like yesterday
Like yesterday sounds about right. I’m still hopeful though 🙂
GM could also resurect the “Gladiator” name plate for that purpose.
Wasn’t that a camper van? And I think more people would call foul and give Jeep the Gladiator recognition
So Lex you like to watch Gladiator movies? LOL!
Sorry that name just had too many other uses to be used by GM.
It will be a ZR2 and while it may not be 100% the concept I expect it to be a fine package.
Keep in mind we are only one year in on this truck and each year we should see new models and options to keep it fresh.
Also the development cost today prevent all models being done at one time. If they did them all at once you would not get as much new model as there would not be enough money to touch all the parts of the truck that they want to do.
This is also why the V models are not done at the same time and even why the ATS coupe came out later.
Well, I would add that time in engineering, validation, and supply chain is the biggest contributor to the delay in bringing variants to market. Though it seems to take GM longer than others.
GM a while back made it clear that new models even with in lines would be staggered out over several years to spread out cost.
The other factor is man power. They move groups from project to project too.
The fact is no company any more can do it all at one time budget or man power wise anymore.
Even new cars and new engines do not always match up anymore either.
In a project like the ZR2 it will make money but not enough to cover development cost if you are not careful with staffing and other issues involved.. Even doing a ZR2 can get very expensive if they do it right. Keep cost down can be the difference of them doing this right or just making another decal paint model like they have with the full size.
Like I said we are only one year in.
I also would like to see a new ZQ8 also but It is the same thing. The first ZQ8 only got done because a GMC engineer did it to his own truck on his own time with off the shelf parts. That is why they used Camaro wheels.
I do understand that the new Colorado is only one year in, but if GM makes announcement that they’ll bring ZR2 to market, how long after that will it show up on market? 1-2 years? I don’t think it’ll hurt to bring the ZR2 to market asap. But instead it’ll bring new customers to Chevy showrooms while GM earning that much needed respect.
As far as Gladiator, I think it’s a cool name, but there are ton of other cool names that GM can come up with.
Also GM needs to hurry up with a true off-roader before ford does it with a rumored ranger bound for US market.
Can the driver see over that enormous hood?
GM badly needs to bring a zr2 to market. I think a half decent offroad variant will help steal buyers from Toyota.
If they actually bring many of things from the concept vehicle to production I think it will be a major success.
Sadly I fear gm will add some fender flairs, stock size all terrains, special seat stitching, some stickers, and maybe the clinometer in the gauge cluster and charge $10,000 for the package.
How ever if they actually offer the cool hood, front bumper, king suspension, and pretty much everything the concept has I would surely buy on if its not $60k. Also I would imagine a 305hp gas v6 would be a better engine for the truck and would help keep cost down. Would sure be nice to see it offered with both engines.
I don’t see anything on the concept that would stop it from going into production . If they are serious the parts could have already been given the green light for the suppliers to start to fill the pipeline . There is alot of engineering that goes on to make sure the parts are set for production . All it needs then is for management to say ” build it ” .
I want this truck yesterday!
IF they bring out the ZR2, it needs a V-8 to be a serious off-road contender to the Toyota. The V-6 just doesn’t have enough balls to pull itself out of mud-holes & up steep trails. I own a 2015 Colorado crew-cab 4X4 & its got power for ‘in-town’ driving but not for hauling/towing/off-roading.
We need a CD Player in the Colorado!!!!
Sign this petition to get GM to add a CD Player to the Colorado: https://www.change.org/p/general-motors-petition-gm-for-a-cd-player-in-the-chevrolet-colorado?recruiter=491385622&utm_source=share_petition&utm_medium=copylink