General Motors has filed an application to register “Chevrolet Trailblazer Activ” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s May 1st, 2019 application is assigned serial number 88410819 and specifies that it will be used in conjunction with the following types of goods and services: Motor land vehicles, namely automobiles.
The GM Authority Take
This is the first time that General Motors has filed to register the Trailblazer Activ trademark with the USPTO. As is almost always the case with these filings, the real question is what the name will be used for.
First, let’s explore the Activ moniker. Chevrolet has been using the Activ sub-brand on several “ruggedized” models in North and South America. It currently markets the Chevrolet Spark Activ as a variant of the regular Chevrolet Spark with more body cladding.
In South America, the Bow Tie markets the Chevrolet Onix Activ and Spin Activ as models with more body cladding and a few unique interior accouterments compared to their regular Onix and Spin models.
As for the Trailblazer name, GM recently debuted two models that will replace the Trax in China – the new Chevrolet Tracker and Trailblazer. Only the Trailblazer, based on the new VSS-F platform, is expected to make its way to North America, though GM has yet to make any official announcements on the matter.
As such, we can see the Trailblazer Activ name as going in one of the following two directions. First, Chevy could simply sell the new Traiblazer as the Trailblazer Activ in North America. Second, the Bow Tie could sell the “regular” version of the Trailblazer just as the Trailblazer, while adding a more rugged version to the lineup called Trailblazer Activ.