General Motors has filed an application to register Cheyenne as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s November 22nd, 2016 application is assigned serial number 87245256 and specifies that the mark will be used in conjunction with “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof”.
This application represents the second time in recent history that GM has filed to register Cheyenne with the USPTO, with the first time taking place in July 2009. That application has since been abandoned and carries a “Dead” status with the USPTO.
The GM Authority Take
As this filing suggests, General Motors appears to be planning a product called Cheyenne. What the vehicle will be all about is unclear at this point, though it is worth mentioning that Chevrolet released the Silverado Cheyenne Concept at the 2013 SEMA show as a performance-oriented variant of the K2 platform Silverado. The show truck, which has yet to be brought to production, featured weight savings and handling improvements to a single-cab Silverado. Separately, it’s we should note that GM sells the Chevrolet Silverado work truck under the Silverado nameplate in Mexico, while all other (non work truck variants) of the Silverado are sold under the Cheyenne nameplate.
As such, our best and most educated prognosis for the Cheyenne filing in question is that it foreshadows a performance-oriented variant of the Silverado. Stay tuned to GM Authority as we follow this story now and into the future, and follow our coverage of Chevy Silverado news and GM news.