General Motors has filed an application to register Anthem as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s December 20th, 2016 application has been assigned serial number 87274972 and specifies that the mark will be used in conjunction with “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks and vans”.
This marks the third time that General Motors has filed to register Anthem with the USPTO, with the first time being on June 11th, 2009 and the second being on May 10th, 2013.
The GM Authority Take
Given that General Motors has now filed three separate times for the Anthem trademark, it’s safe to say that the automaker is set on securing rights to the mark. In a nutshell, the reason that GM has filed for the mark thrice is that its first two applications expired, due to the automaker failing to provide the USPTO with a Statement of Use — one of the required documents in the trademark process in which an applicant demonstrates how it will use the mark for a real-world product or service.
With its first two applications expired prior to being approved for registration, GM has now filed for this third one. The only question is, what product is GM planning to use the Anthem name for?