General Motors has filed an application to register “Scottsdale” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s February 12th, 2015 filing carries serial number 86532553 and specifies that the mark will be used for “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof.”
The GM Authority Take
Back in 2010, we told you that Chevy was working on a high-end variant of its Silverado pickup truck. The new variant was believed to have resurrected the Scottsdale name, which dates back 30 years.
Four years later, Chevy released the K2XX-based Silverado, and with it came the Silverado High Country, which now slots above the LTZ as the range-topping trim level in the Silverado hierarchy.
In that context, could a Silverado Scottsdale serve as another high-end Silverado variant, perhaps by taking the truck in a new direction along the lines of the Sierra Denali? We’ll find out with time.
Comments
That’s strange as Scottsdale wasn’t even in the higher end of the lineup. And Silverado itself was on top of it.
What name are they going to register next? “Cheyenne,” or “Apache” ?
Cheyenne is actually what the Silverado crew cab LTZ’s are called/labled as in Mexico. Check the link:
http://www.chevrolet.com.mx/cheyenne.html
Someone made the comment on one of these articles before that regardless if they intended to use the name or not its a good idea for GM to own the name. At least this way, whether its next year or 5 years from now the option is always there to release a model bearing the name. They’ve been steadily doing this to most of the old name plates.
Actually, companies can no longer obtain “frivolous” trademarks, or trademarks for words, symbols, etc. that they won’t use in a real product or service.
This site has stated it before, but a part of the trademark process call statement of use prevents applicants from doing so, by asking how the applicant will use the mark being filed for.
I really wish they would bring back the Cheyenne name. It was a well known name and even has made a few songs over the years. Even Kid Rock has a new song out Tuesday speaking of his old Cheyenne truck.
Yes in many cases they do not always use these names but I see a lot of Chevy using the past in hallmarks on the cars. Many of the new trucks are taking on sub names and I can see GM using some of the old names with the new. Lets face it High Country is not really all that imaginative name and you have some better ones on the shelf.
The Cheyenne was the best Chevy you could buy at one time and is a name that should be used again.
I think Scottsdale was the best name for GM
I’ve seen a brand new model Silverado with Cheyenne spelled out where Silverado usually is on the door. It was here in the midwest, not in Mexico. It looked completely factory to me. It would be a great trim to bring back. Scottsdale is also a no brainer. Especially as a Denali line for Chevrolet. It’s sorely needed.
Could have been a truck from Mexico driven to the Midwest US. There’s nothing sold in the U.S. as Cheyenne, so it was either driven here from Mexico or modified by the owner.
Here in Canada, on certain year Silverados, they had “Cheyenne Edition” trim packages, complete with badges under the “Silverado” name on the doors. My ’13 has the “Thunder” package, complete with badges above “Silverado”. GMC Sierra has the “Kodiak Edition”, complete with badges.
I would love to see the old Cheyenne/Scottsdale/Silverado names used again, not to forget Sierra/High Sierra/Sierra Grande/Sierra Classic, sure beats WT for the base model.
Chevrolet needed a Denali yesterday. About time really.
Dave, I agree. I much prefer names over letters. Especially as trim levels of trucks. Though things like Z71 & ZR2 as suspension code packages I like. I imagine they will do that right about the time Cadillac cars have real names again like their concepts have offered. Since the truck names are forever screwed up now being the Silverado literally Is the Silverado now, I doubt we’re going back to the C/K days. Scottsdale does sound very premium and high end though. I love it.
Why no Silverado ‘Kalamazoo’? While we are using town names, why not ones that are fun to say?
I still have my 1977 Chevy Scottsdale pickup. It’s a good name for a high end trim level.