General Motors has filed two applications to register “Enspire” and “Envision” as trademarks with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s July 8th, 2015 applications specify that the marks will be used for “automobiles” (for Envision) and “automobiles, excluding motor homes” (for Enspire).
| Trademark | Serial Number | Filing Date | Goods and Services |
|---|---|---|---|
| Envision | 86686419 | July 8, 2015 | Automobiles |
| Enspire | 86686431 | July 8, 2015 | Automobiles, excluding motor homes |
The GM Authority Take
The Envision trademark applications further corroborate GM’s plans to offer the D2XX-platformed Buick Envision compact crossover (yes, it’s a compact) in the United States; the vehicle debuted and has been on sale in China for roughly a year, and is rumored to launch in the U.S. by the end of the year.
Meanwhile, the Enspire fits right in with Buick’s vehicle naming scheme (Encore, Enclave, Envision). As such, it wouldn’t be a far stretch to posit that Buick is planning a new crossover called Enspire as a midsize offering to slot between the Envision and Enclave in Buick’s crossover lineup. A four-crossover strategy — a sub-compact Encore, compact Envision, midsize Enspire, and full-size Enclave — wouldn’t be all too surprising given the rampant growth in crossover demand.
Comments
It sounds like a good idea to me. What I’m really waiting for is for Buick to get off dead center and make that Envision arrive sooner.
So if this is the case, Enspire will be based on the SWB chi platform? And next Enclabe would be the LWB?
Is the Enspire that necessary? The length difference Envision and Enclave is 18 inches. Halfway there is 9 inches. 9 inches doesn’t give Enspire a third row but — I guess — merely more cargo space. Is 9 inches worth an additional vehicle?
I was thinking the very same thing. It’s similar to the similarity in size that will exist between Regal and LaCrosse thus dooming one vehicle.
It seems as if Buick is applying it’s sedan size/segment logic to SUV offerings which, while looking great on paper, is nonetheless a waste of capital.
Buick should be using these resources to build both a proper flagship (necessary in China and good for the brand’s street cred in NA) and a proper sport couple in either the tradition of GNX, Reatta or even Pontiac Fiero.
Stephen they will make more money from these 4 models than any of the cars that you named. There will be cars coming too but they will not be the profit or largest volume centers.
Reatta or Fiero really? I even still own my original Fiero and would never recommend a car that would only sell under 20K units a year once the early rush was over and offer limited profits since it would have to remain under the Corvette in price.
I expect some kind of coupe and sedan from Buick with RWD/AWD and will offer a TT V6. The engine at Cadillac is going to be replaced with a Cadillac only engine and where better for the TT V6 than Buick but it will not be cheap.
In an era where companies like Porsche are making more money from a SUV than their cars and Bentley, Rolls and Lamborghini are all looking to get into the SUV market it is telling where the market is going.
I too would rather see cars but reality is what it is.
John, what does the competition offer? Is there a 2 row CUV ~10″ shorter than the enclave? If there is, does it sell? We know the enclave sells.
I kind of see it as less an issue about the competition and more if Buick is crowding it’s selection to the point of confusion. It’s the Steve Jobs in me that says ‘no more than three’.
That said, I’m now wondering if the Enspire might be a three row people mover – a la Chevy Orlando. In that when the third seats are in play, there’s rather limited storage in the back. So if you’re two parents, with two teen/adult sized persons for the second row, and a child in the third… you can keep a seat down and store groceries or whatever. Essentially a five seater, six with a second kid in a pinch. Whereas —
— Envision is a roomie four seater, five in a pinch with a smaller kid, while Enclave is a roomy six seater, seven in a pinch with a kid (bench model).
Funny thing I’m helping a friend with a family find his next car, and he’s perfect for an Orlando-ish car.
If the question is, just how many CUV’s do we need? The answer is, they are already there! The Equinox & Terrain (112 in w/b), the same as my 2k12 Impala! Which put them in the full size vs. compact class, which is where they were being marketed! The Enclave is 118 in w/b, but the same overall length as the Impala 202in. What’s full size now, was midsize just a few years ago and it would appear that these numbers will continue to change with time.. alw
Going into the future the CUV/SUV will replace the sedan as the most common car. Even today the CUV has outsold the sedans in this country.
The Automakers like it as they can make a vehicle that still gets decent MPG even in the small models that also can still haul a decent load and a number of adults as it is much easier to package interior space.
I found when we shopped for a CUV for the wife that size of the model matters to many. She would never have been happy with the Encore size and we looked at an Acadia and she looked back and said it was too large.
We settled on a Terrain as that was the size she was most comfortable with that would serve all her needs. A third row was never something she needed or wanted and it is large enough to help with her work and my hauling of a 60″ or six foot Soap Box Derby car.
The fact is there is no one size fits all in this segment with the group of buyers out there. The people are very diverse and have many needs just as in trucks. The added models will only increase sales as this segment will continue to grow.
The fact is as CAFE grows the interest in vehicles that can deal with daily life will become more prized. Sedans while they have their place are just not as flexible with cargo anymore. In years past the mid sized sedan could tow and haul much like a half ton truck. My fathers Chevelles haul many a sheet of plywood on the rood that today would damage the roof. My present Malibu will not take a box of much size in the opening. It has a lot of room inside the trunk but you have to unbox the item to get it in the trunk.
The minivan created utility and the SUV created the love of space and sitting high up. The CUV has merged both to create a segment that both men and women feel comfortable in. While I would not want our Terrain as a daily driver over a truck I have no issues driving it and come to really love it. Now if it were say a minivan I would never drive it. Just not my thing even if it is nearly the same type vehicle just lower.
The key in todays market is make it truck like even if it’s not and it will sell. Just look at the HHR where for many years they sold 100,000 units plus a year for what really was a Cobalt wagon. If it were a true Cobalt wagon they may have moved only 25,000 units at best.
“We settled on a Terrain”
This is one of my current favorite cars I’d never get. Meaning the wifey and I barely need the backseat of the Encore and so to get bigger would be silly for us. However, I can’t stop looking at it. I love the lines and the giant square headlights. I like the green one a lot — and I’m not a green person.
hyperV6, I agree. The SUV/CUV is taking over as more people fall for the greater utility than a sedan. Four crossovers is not too many; it’s the future. I’m glad to hear Buick is aware of this and is working on it.
Buick just needs to get going on a slightly altered (improved) Envision for NA. And Cadillac really needs to get going on more crossovers.
Bronco I expect the Buick will see some North America changes just as we saw in the Cruze. The markets have different expectations and they will tailor them to the market
My only question is what changes will we see in the new Terrain in 2017? That would put 4 Buick and then two GMC not counting the Yukon models in Buick GMC dealers.
There is a key here not to over lap too much as the CUV is popular but you do not need to duplicate models in the same dealer. This will bear watching.
Cadillac will soon get a XT5 and another larger model soon after and one smaller one in between. Just because you have not heard of them does not mean they are not coming. The only thing is they may get a slight delay with the new administration to upgrade them to the new Cadillac standards. No sense bringing them out lacking and then turn around a year or two later with a upgraded model.
There is no reason to change Envision. Such alterations are a waste of capital and something Ford and Toyota avoid.
Chevrolet China occupies a very different market position than Chevrolet NA. In the US, the brand competes with Ford while in China the task is left to Buick (and the same is true of Opel in Europe).
GM has had a difficult job with consistent global branding. Much of the problem centers around the company historically operating too many brands but with none positioned below Chevrolet aside from once upon a time Pontiac in Canada and now Boajan in China.
Between Chevrolet China, Chevrolet NA and Opel, GM has burned through a while lot of money producing three varients of the same compact sedan.
You do realize all the Buicks that are sold there have under gone some changes coming here. Many things are unseen but the changes are there to give the people of each market what they want.
For instance in China they get more back seat amenties because most ownersof the Cadillac and Buick class generally ride in the back as drivers are cheap and it is status there. Now in America the back seat plays less importance so they leave out a few things or change it up a bit. This is why they got the last gen CTS with a longer wheel base and bigger back seat.
I am not saying the Envision would see whole sales changes but it would have to see some to make it in this market. The engine alone is very under powered for the price class here that it would sit in.
The fact is there is no single car that can be sold in one addition and not leave sales on the table. Even the Trax in Canada was changed for the states. The Holden’s that come here {GTO} had to use different plastics because of the weather extremes.
The bottom line is there will be changes. We are not one world with one expectation in the auto markets.
Clearly autos are tweeked from market to market to meet regulatory standards and regional taste.
I was speaking to a Cruze like transformation being unlikely. In addition, the the addition of a fouth CUV into the line up will cannibalize sales and lead to customer confusion. This problem will be only compounded by GMC offerings nearby.
Steve the simple fact is today you offer a number of SUV//CUV models and make money or you offer a coupe sedans and don/t make money.
I am concerned about the GMC factor too as I hope they can put enough distance between them. The Enclave and Acadia are the same but appeal to two very different groups of buyers. Now with that said expect a big price jump with the Encore already at $30 K and the Terrain at 30-40K. I expect the similar size Buick to be $10K more. But with that price you can sell less models and make more money.
The reality is all MFG can not live on truck sales alone going into the future. They are all looking for ways to surplant the profits from the trucks. This is why Cadillac is very important and as it looks now the expensive CUV models will also provide major income.
Case in point the $40K Terrain Denali cost more to build than a $23K Nox accept for some added fair to the vehicle that is more than covered by the price. The Buick at a higher price point would only be a more profitable Denali like situation.
FYI the tweaks go much deeper than regulations. That is what you will see. Things like more insulation for noise some styling tweaks etc. This is not throwing money away it is meeting regulations and taste so the car will sell.
Hell even Honda seldom sends of builds a car here just like they sell in Japan less the RHD. Do you realize alone how many different engines they build yearly for the Civic alone.
As for Cannibalized sales you either sell them a CUV or they will go some where else. The cars are now in a support mode since they are second in sales. Not much you or I can do about it.
The fact is most vehicles today are purchased for what they can do not so much how they look or much else. Price, Economy and affordability are the three prime movers of auto product these days, Also give people credit that they buy what they are attracted too and can afford. $10,000+ difference in price can keep confusion down just as the Enclave and Acadia already do. Or styling in the case of the Nox and Terrain. Not many confused there either.
We just need to wait to see how GM handles it. Hell I am more worried about the Trax and Encore right now. Price may or may not hurt the Encore. I am waiting to see the results.
They need to just start putting bigger trunks on cars like the wbodies, monte carlo, 2000 impala, every buick from that time, sure they weren’t lookers but you could fit a drop an engine in the trunk of one of those things without much effort, compared to the tiny trunk opening we have today, they need to get back to that
Prefer a big saloon myself, I recon the CUV/SUV craze will die eventually just as the MPV trend has. A to E segment cars are more sporty & they are traditional ESTABLISHED segments unlike the latest must have fashion trend. Their is no need for dozens of CUV/SUV models in car makers ranges.
John I love cars too but people today are not the performance enthusiast as they were in the past. Most are more utility minded and want the space for the kids, dogs and cargo that a sedan really no longer offers.
The MPV trend lasted about 30 years and did not go away it was replaced by the CUV tend and the CUV tend is much stronger as men are in on this one not just soccer moms.
The real issue into the future is packaging. The fact is this and here is a good example. The Encore and Trax are bases on the same package as a Sonic. But yet the CUV offers more utility and more room for passenger. It also sits higher so you can see over the plethora of CUV models on the road.
My wife went form a SSEI Bonnie and GTP Comp G to a Terrain and has no regret. She was worried that she may not like it after driving it a while and now she feels it is her most favorite car she has ever owned. She is a lead foot but the V6 has kept her happy and the utility has more than made up for any performance she loss.
We shopped a Regal GS and loved the car but she looked at the trunk and said it just would not suit her needs if she had to haul things for work. We are not alone. The deck lids are so short that there is little space to get in a 5 gal bucket unless you lay it sideways.
As for the large Sedans they will remain but they will only get more and more expensive. People today are down sizing in many areas and the large SUV is one and the large sedan is the other. Automakers are not going to discourage this as they will need to sell more smaller vehicles.
The next thing I expect to see is CUV models with Sport packages on them. Now they will not be full blown performance models but they will be a little better handling and maybe have a little more power for a price.
But back to the MPV. The Minivan was more than a trend it was nearly a third of the history of the automobile. It really did not die it just evolved.
It kind of did what the station wagon did. It did not die it just evolved to the MPV Minivan.
Love it or hate it that is where this is all going and not much anyone can or will want to do to change it.
The SUV/CUV is not a fad. It is here to stay and take over. By and large, people are no longer looking for the cornering performance that a sedan gives them. They want the utility for passengers and stuff that the SUV/CUV gives them, either for for kids or for an active lifestyle. I’m still driving a sedan, but my next vehicle will be either a hatch or a CUV. I’m tired of not being able to fit anything into it.
Hyperv6, I have unwritten rules about my car. No smoking, no paint allowed to be transported & no squeezing things in the boot that won’t fit in (ie beds, couches etc). I have three kids & our main car is mine & it was purchased to keep us all happy including myself. The missus drives a MPV & tbh I don’t like driving it, the missus wants a Mokka (as it seems everybody wants one) don’t get me wrong they are ok – still prefer a big saloon though, they preform better, look better & IMO are more desireable.
I am with you brother but the market is leaving us behind.
Like the V8 we use to be the majority but now we are in the minority.
Right now the automobile industry is evolving . SUV’s and CUV’s for the near future are what the public wants . Some people may need a 7 seater and others no more than 2 . There is always going to be a market for the big luxury car but that segment will continue to get smaller . With most all manufacturers getting into the SUV and CUV market it is going to be more difficult to stand out in the crowd . Look at Porche and Volvo , their CUV’s look more like tall wagons . But won’t call them that because wagons won’t sell in the U.S . Chrysler had the Pacifica , which was basically a tall wagon . It didn’t sell very well because it didn’t fit in with the market trends . ( I actually owned one and loved it ) .
The field will get crowded soon and only the best will survive , but Buick is trying to fill all the niches . I think it a wize move to bring the Envision to the US , they do have a hole to fill . And soon Cadillac will get in the game .
PDT
This where things are every evolving right now. Some are doing car like SUV models others are doing truck like. GM tired the Encore Luxury compact CUV and it appears to have worked.
Now the key is to tailor these models to each market. Some markets are more inclined to a car based CUV while others want a more truck SUV like model like in the United States. Under the skin most will be similar but we will see a variation and morphing of these models.
I have wondered if GM may revisit the Denali Concept they did a few years bat that was pretty much a 4 door crew ute with a bed. It was car like but yet Avalanche like in some ways.
We gave not seen the end of this one and all the MFG will keep looking for the next big thing that will sell.
Cars are going to be more like Cell Phones. While they all will be about the same and do about the same thing the feature and leading technologies will make them popular for a year or two and then the next big thing will come along. This is how Tesla is selling their cars now. Musk is pretty much selling the same S model but he puts in a bigger electric motor, bigger battery or AWD and like an I phone it pretty much is the same thing with a faster processor or bigger screen.
The toughest part of this segment is styling The two box models are the hardest models to style in the world. It will be interesting to see if someone will step out and take some risk just as we have seen in the past with the Soul, Juke, HHR. PT etc.
For some reason 60 year olds have bonded well with the true box like the Honda Element and the Scion. Not sure why as they were targeted to the youth who pretty much passed them over.
Again we still must ask how will they market the Envision if it is the same platform as the Terrain? Two models on the same platform in the same showroom. What is the trick they will use to make them appeal to different buyers? There really was not a hole in the show room if the Buick dealer has a GMC dealer.
I would expect an Enclave level of trim and a $10K higher price which would top out around $50K. Not sure there is much volume there but with China I see any sale in North America as just added income.
The CUV it’s the new, tall and trendy wagon albeit more successful than yesteryear’s afterthought variant.
In so far as GM, the next generation Regal, Lacrosse, and Malibu should attract a whole lot more eyes than the current dusty line up.
Tall people movers are here to stay but just like with the minivan other options as well as renewed interest in sedans will keep a wide variety of options on the road.
Do any of you knowledgeable chaps know if the Envision will be making its way to Europe?. The Opel product line is in need of a crossover of this size, and with the recent reduction in output at two German assembly plants, they certainly have the spare capacity!
Not sure as nothing has been seen to show this. Buick already has the Enclave that is not shared with Europe or China but that could change in the next Gen too.
I think it may have a shot to work there with the size of the new Envision. The Enclave was just too large and heavy for much wide appeal on Europe streets and with $6 gas.