General Motors is now one step closer to registering the character marks Enspire and Envision as trademarks with the United States Patent and Trademark Office (USPTO), GM Authority has learned.
The automaker initially filed to register both trademarks with the USPTO on July 8th, 2015. Then, on October 20th, 2015, the office published the filings for opposition.
| Trademark Type | Trademark | Serial Number | Filing Date | Submitted For Opposition Date |
|---|---|---|---|---|
| Standard Character Mark | Enspire | 86686431 | July 8, 2015 | October 20, 2015 |
| Standard Character Mark | Envision | 86686419 | July 8, 2015 | October 20, 2015 |
The filing for opposition step is a crucial one in the trademark registration process wherein the mark is approved to be published in the Official Gazette, a weekly publication of the USPTO. After the mark is published in the Official Gazette, any party who believes it may be damaged by registration of the mark has 30 days to voice their complaint.
The GM Authority Take
The General appears to be pursuing the Envision and Enspire trademark applications with great vigor, as this latest development demonstrates. The question is, then, what will GM use the marks for?
The Envision mark is fairly simple to us, as Buick has been selling a new compact crossover by that name in China. The Buick Envision rides on GM’s new D2XX platform and will make its way to North America in the second half of 2016. As such, it’s highly likely that GM is registering the mark with the USPTO to use the Envision name in the United States. The Enspire mark, meanwhile, is not as easy to predict. However, the name definitely fits in with Buick’s crossover nomenclature, all of which start on an E” — such as Encore, Envision, Enclave.
As such, we believe that GM plans to use the Enspire name for yet another Buick crossover, one that slots between the compact Envision and full-size Enclave and is mid-size in dimensions. In fact, the Buick Enspire could be variant of the upcoming 2017 Cadillac XT5 crossover.
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Comments
Envision is already a foregone conclusion. It will be here next year. It is already on the GMCARD vehicle redemption website for the 2016 vehicles. It is listed as a max $1000 for the GMCARD rebate allowance. The name is just grayed out right now because you can’t link back to the Buick website to find information about it right now.
Yupp, right on Jeff. Thanks for the heads up about the Envision being on the GM Card site.
So GM fully intends to import this vehicle from China. The 1st vehicle to land here from China. The day it lands, I’m through with GM….
General Motors is playing catch up as this is what the market wants just like yesteryear where a single division could have as many as 5-6 sedans with not much difference; this is a CUV market and importing vehicles from China is the only way to remain profitable as this is why Apple builds everything in China.