General Motors has filed an application to register “Cruze Premier” as a trademark with the United States Patent and Trademark Office, GM Authority was first to discover.
The automaker’s April 22nd, 2015 application is assigned serial number 86605922 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.”
GM’s trademark application with the United States Patent & Trademark Office for “Cruze Premier”
The GM Authority Take
General Motors is in the process of replacing the LTZ trim level on Chevrolet vehicles with the Premier moniker. And if this trademark application is anything to go by, it would appear that the all-new, second-generation, D2XX-platformed 2016 Chevrolet Cruze is next in line to receive the Premier trim.
Comments
And soon is gonna be, Sonic premier, Impala Premier, Traverse Premier, Equinox, Silverado, Tahoe/Suburban premiers.
I’m still on the fence with this one, maybe it’ll grow on me. “Premier” just seems a little to simple but that might be a good thing
It used to be a luxury trim level on Holdens with the name first appearing in the sixties
Guess we should have known this was coming when they debuted the new Malibu with this moniker. I’m undecided yet on it’s effect. I do think it could have been slotted in above LTZ as a super decked out full lux model.
Not a big deal as long as the car is done right. Names do not make the car but the car makes the name,
Who here has bought a car just for the name? I didn’t think so.
You do a car right it makes a name a icon or give the name image but the name will never enhance a car as if the car is not right the best name in the world could save it. You think Rolls Royce or 3M on a Aztek could have made it better?
GM in NYC made it pretty clear the LTZ name was going away and Premier was coming to the line. The only real question was Premier going to the trucks or was the High Country name going to replace it.
What was wrong with the LTZ designation? I thought it sounded great and has a built-in following with cachet and strong name recognition after all those years? Why throw away all that marketing for something generic sounding like Premier??? If it were me, I would’ve retained LTZ as the luxury model and slotted Premier atop as the fully-loaded model with extra luxuries not available on LTZ.
LS = base model
LT = comfort model with popular options
LTZ = luxury model with leather, faux wood, xenons
Premier = fully loaded with fancy features and newfangled tech
Completely agree. Make Premier the Chevrolet equivalent to Denali for GMC.