General Motors is continuing to puruse the registration of the ZR2 trademark with the Untied States Patent and Trademark Office (USPTO), possibly indicating plans to introduce a production vehicle or vehicle variant with the ZR2 name.
The automaker first applied to register ZR2 as a trademark with the USPTO in September 2014. Assigned serial number 86386591, the application specified the mark to be used in conjunction with the goods and services category of “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof”
Roughly two months later, at the Los Angeles Auto Show in November, Chevrolet showed off the Colorado ZR2 Concept as a variant of the midsize pickup truck ready to go off-roading straight from the showroom floor. Since then, GM’s legal team has been progressing the registration of the ZR2 trademark with the USPTO.
According to GM Authority sources, the USPTO wanted to suspend the application on November 18th, 2014 for an undisclosed reason, but GM has provided the office with documentation that made it reverse that decision. Then, on June 16th, 2015, the office published in the official USPTO Gazette — a process that enables those opposed to a trademark being registered to voice their concerns and prevent further registration of the mark by the applicant.
Then, on July 16th, 2015, the USPTO received a notice, presumably from a third party, asking for more time to oppose the registration of ZR2 as a trademark. And on December 9th, the USPTO received a notice to terminate the extension.
We should also note that GM has held trademark rights to the ZR2 name in the goods and services category of “Decals” since January of 2013. This trademark is assigned serial number 85699452.
What Could It All Mean?
So, what does all this trademark process stuff tell us? One thing: GM is ardently pursuing trademark rights to the ZR2 name.
As we’ve mentioned earlier this month in reference to the Velite name, it would be a colossal waste of time and energy, if not completely worthless, to attempt to trademark something without planning to use it in a real-world product or service.
This is due to the fact that GM wouldn’t be successful in securing rights to a trademark without a Statement of Use — a legal document telling the USPTO how GM will use the mark in question in a real-world product or service. All this leads us to believe that GM has serious intentions to bring a ZR2 to market.
We will continue to follow the progress of GM trademarking the ZR2 name with the USPTO. Because, like you, we’re ardently hoping for both, a Colorado ZR2 and a Silverado ZR2, sooner rather than later.