General Motors Applies For “Chevelle” Trademark35
General Motors has applied for the “Chevelle” trademark, GM Authority has exclusively learned. The trademark application was filed with the USPTO on December 4, 2012 in the “Exterior badges for vehicles” category of Goods and Services, and carries the serial number of 85794159.
As of March 22, 2013, the application has a status of “Non-Final Action – Mailed” (641), which more than likely means that the Trademark office has informed the applicant (GM) that the application will be published for opposition — a time period that allows others to object to GM securing the mark. The step that usually is the NOA, or the Notice of Allowance, which allows the applicant to move forward in finalizing the registration of the mark.
Why Is GM Pursuing The Chevelle Name?
More important than the specifics of the trademark process is the reasoning behind GM’s application for the trademark. Is The General looking to resurrect the storied Chevelle name on a vehicle? The last time it was used was 1977, at which point Chevy’s midsize Chevelle lineup was succeeded by the already-existing Malibu nameplate. Now, before the “GM is just trying to protect its history and applies for thousands of trademarks a year” types come out of the woodwork, we believe that this is simply not the case. Here’s why.
For starters, companies no longer file for trademarks for the sake of filing, or in the name of corporate protection/security — since today’s trademark environment is significantly different than that of the days of yore. Today, in order to complete the registration of a trademark, the applicant must file a legal document called a “Statement of Use”, or SOU. This document specifically requests that the applicant demonstrate the current (not future, or planned) business reason (most commonly defined as the trademark’s use for a real product) for the applicant being granted the trademark. Without an SOU, a trademark will not be granted. Of note is the fact that the applicant has the ability to prolong the time it has to file an SOU by six terms, each lasting six months, or a total of 36 months (3 years).
As such, it should be safe to assume that a vehicle with the Chevelle nameplate is on the horizon… and what other GM brand will wear it except for Chevy?
The GM Authority Take
As we see it, there are two ways in which GM can use the Chevelle nameplate. The first is for the replacement of the Chevy SS performance sedan. We love the idea behind the 2014 SS, but consent that it could be named better. And given that the Holden VF Commodore on which the 2014 SS is based will only be around for three years until the all-new model shows up, the timing coincides with how long GM has to complete the registration of the Chevelle trademark in filing the SOU.
The second possibility is a bit more involved, and goes something like this: what if GM is planning to bring the CODE 130R concept to market, and offer the vehicle alongside the next-gen Camaro? That scenario could see the more compact (think Toyota GT86/Subaru BR-Z) CODE 130R wear the Camaro nameplate, while a larger coupe would get the Chevelle name. This kind of scenario would most definitely raise the question of whether there is enough market demand for two performance coupes (three, if you count the Corvette) in the Chevy line — but that’s a whole other bag of lug nuts.
Why do you think GM is after the Chevelle trademark? Talk to us in the comments.
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If they build, I will come.
WOW………..one of Chevy’s best ever!!!! Please build it again and change very little. Perfect 🙂 Thanks, Alex.
SS replacement makes more sense. There is room for two performance coupes at the same price range, but they would have to be very different from each other. Think a pony car plus a small two seater. Two four seat coupes would be redundant and would not work for cars in the same price range.
If you hadn’t explained it, I would have said that they’re just trying to avoid what happened to Ford with the GT-40 name. Since you took the effort to explain it, my guess would be that they plan on changing the name of the SS to Chevelle at some point (I should HOPE that is the case).
I should also point out that the Code 130R isn’t as small as an FR-S/BRZ. Those cars have a 100″-101″ wheelbase. The specs I saw for 130R showed the same wheelbase as the ATS: 109.3 inches. Big difference.
@John Madden good point about the size/wheelbase differences. Perhaps a car like the CODE 130R could see an even further “shrinkage” of the Alpha architecture that would make the vehicle about the same size as the Toyobaru. However, with a possibly-larger two-door coupe above it, does it need to shrink that much?
Replace the SS with chevelle or make a mid-size RWD coupe
The Chevelle everyone thinks of was a midsize coupe. I guess they could put the name on a RWD sedan like Dodge did with the Charger name. I wouldn’t buy a car just because it carried an old name if it didn’t fullfil what the name means to me.
The SS should already be named the Chevelle. Everybody automatically thinks of coupes when they hear the name, but the Chevelle was always a sedan (and wagon) too.
Add Chevelle to the list of names that should be left alone/stay retired. El Camino, Riviera, Grand National and GNX, Bel Air and Nomad are also on that list as far as I’m concerned.
Yeah, new muscle, new names.
There is no reason to relive the 60’s.
If anyone wants to re-live the 60’s in a Chevelle, simply go buy one! There are plenty of them around. Stock, resto-mod, pro touring, barn find, small block, big block, hard top, convertible, take your pick? If the nameplate were re-vived it’s going to be $35K+ car, for that very same money you can have the “real thing”.
And they think I’m joking; that the cars of today outstrip cars from the 60’s.
“Today, my old Chevelle would be the laughing stock of the crowd. A Shelby, SRT, ZR-1, any of the high HP cars would make me look like I was standing still. If you like the HP, your in the times that will be gone in a few years given the new regs and laws coming out. Get one while they last, have some fun and then you too can talk about the great times 30 years from now.”
Unless I am mistaken I never heard of a Chevelle being used for NASCAR racing. If I am in error my apologies but the SS sedan has its alternate personality as a NASCAR race car. And after all the hoopla about the SS and the NASCAR version being “twins” and I use that word for styling. It would not make sense for Chevy to suddenly use Chevelle for the SS..after all of work they put into marketing… I bring up the NASCAR connection due to the fact that SS sedan = NASCAR. It would make sense to possibly retire the Malibu name and call the next gen a Chevelle and offer a coupe version in the spirit of the old cobalt SS and the code 130R
I like the idea of replacing the “SS” name with it. It would be a shame if the using “SS” as a model name eliminated using it on performance versions of other Chevy models, and this would be a way to rescue it from that fate.
Reposted on Autoblog in 3…. 2…. 1….
Their “source” will be the USPO, of course.
Excellent, I actually agree with Joe…
I believe ,i wrote that very thing in our forum, that when the SS moved over to the ALFA platform that it would be renamed as the Chevelle Supor Sport and that would be the time when Chevy will offer a wagon and maybe the El Camino with V6 and LT V8 engines.
Chevyownerallways, we can only hope!
Maybe theyre going to make a 2 door hi performance version of the SS ..the Chevelle SS! one can dream on
The Chevelle was one of GM Design’s best efforts back in the day. Still one of the best looking cars ever. If they put that name to a new car I hope they do as well.
Bring it on. My belief follows you guys’ first take on the scenarios offered…
Code=smaller ATS platform
i think make a retro 70 chevelle ss out of the impala and offer an new ls6 motor.
Would support the rumors of the return of the Grand National. Both would be the return of the “A Boday”.
Would support the rumors of the return of the Grand National. Both would be the return of the “A Body”.
The A-body is over thirty years old, and dead.
GM, and any other automaker, would never reserect an out of date, BOF car platform that would need millions of dollars in upgrading just to meet federal crash tests, just to sell to a handful of minority consumers.
It isn’t going to happen. Ever.