GM has filed an application to register High Desert as trademarks with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s December 7th, 2018 filing is assigned serial number 88220999 and specifies that the mark will be used in conjunction with the following types of goods and services: Option package for motor vehicles, namely, trucks, comprising sport bar with sail panel, lighted side box storage, hard tonneau cover, and power retractable assist steps sold as a unit.
The GM Authority Take
This filing is curious for several reasons. First, it shows that General Motors did not successfully register its first application for High Desert, which it filed in October 2014 (serial number 86428475). But that did not prevent the automaker from selling the last-generation, K2 Silverado with the High Desert Package. In fact, that application now has a status of abandoned within the USPTO system.
But more importantly, the new application also shows that GM really wants to have rights to the High Desert name for a reason, and that reason is (likely) rather straightforward: the automaker is planning a High Desert variant of its all-new Chevy Silverado.
The last-gen Silverado High Desert was an optional package for the LTZ and High Country trims levels that added the following content:
- Sport Bar with Sail Panel
- Lighted Side Box Storage
- Hard Tonneau Cover
- Deleted pickup box rail caps
- Deleted pickup tailgate upper molding
The package gave the Silverado some of the appearance of the discontinued (and missed) Chevy Avalanche, albeit not the functionality. We’d look for the High Desert package to make an appearance on the second model year of the T1 Silverado 1500, probably on the 2020 Silverado model year.