General Motors has filed an application to register Be There as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s June 20th, 2016 application is assigned serial number 87076864 and specifies that the mark will be used to name products or services in the following four categories:
- Application software for connecting vehicle drivers and passengers and for coordinating transportation services; software for use in planning, monitoring and controlling urban transportation
- Land motor vehicles, rail vehicles
- Business services relating to transportation of goods and services; administration of a customer loyalty program
- Rental of land motor vehicles, bicycles and motorized bicycles, scooters and cycles; land vehicle sharing services, transportation services for passengers and freight
The GM Authority Take
Well, this is certainly an interesting trademark application to decipher due to the rather wide variety of associated goods and services categories. But if we were to take one crack at the purpose behind the filing, we would guess that it is related to some sort of a vehicle sharing or rental service/system.
If that is, indeed, the case, we’re not privy as to a supposed Be There ride sharing service would differ from GM’s already-existing Maven, though perhaps it can be exclusive to Buick vehicles compared to Maven, which offers ride sharing vehicles from the GM product portfolio as a whole.