With recent talks of GM CEO Dan Akerson championing the Opel Adam and Cascada as potential Buick models, we’ve noticed a unique trademark name filed by General Motors in the United States Patent and Trademark Office database. The name is “Elmiraj,” and we’re not exactly sure how it’s pronounced. A quick internet search reveals it’s also the name of some cocktail bar in Brazil, and that’s about it. But we doubt this filing points toward some sort of mobile martini lounge.
Filed June 13, 2013, the only description for the Elmiraj trademark reads “automobiles.” And while it doesn’t specifically suggest a Buick vehicle, the name seems to fit in well with names like Encore and Enclave. But considering the exotic spelling, the name could just as well be for some upcoming concept car, maybe even a Cadillac concept car (remember “Converj?” Again, we see some consistency with the spelling).
We’ve constantly outlined how significant it is these days when it comes to applying for trademarks. Regardless, at this point it all comes down to educated speculation. We know that Buick looks to continue expanding its product portfolio, as is Cadillac. Out of instinct, Elmiraj could signal a concept version of the upcoming Cadillac LTS flagship — that is until we learn otherwise.