General Motors has filed applications to register four terms as trademarks with the United States Patent and Trademark Office (USPTO). First discovered by GM Authority, the filings include the following names:
- Exceed
- Essence
- LaCrosse Exceed
- Encore Exceed
The automaker’s January 20th, 2016 applications specify that the marks will be used to name “Motor land vehicles, namely, automobiles”.
| Trademark | Filing Date | Serial Number | Goods & Services Type |
|---|---|---|---|
| Encore Exceed | January 20, 2016 | 86881083 | Motor land vehicles, namely, automobiles |
| LaCrosse Exceed | January 20, 2016 | 86880985 | Motor land vehicles, namely, automobiles |
| Exceed | January 20, 2016 | 86880974 | Motor land vehicles, namely, automobiles |
| Essence | January 20, 2016 | 86880714 | Motor land vehicles, namely, automobiles |
The GM Authority Take
The names appear to be upcoming trim levels or equipment groups for Buick vehicles. And though only the Encore and LaCrosse are part of this batch of filings, it would not surprise us to see other Buick models get the “Exceed” and “Essense” moniker. Are you digging the names? Talk to us in the comments.
Comments
Buick trim levels should be changed to reflect the brand’s new image. Hopefully they will soon be as follows:
1: Essence (to replace CLX trim level)
2: Leather
3: Premium
4: Premium-Touring (to replace touring equipment group)
5: Exceed (additional trim level adding new features such as cooled front seats, massaging seats, forward collision alert, 360 view camera, etc.)
There was no CLX trim level, but CXL trim level (last year this was used was 2011).
Besides, CXL was mid-level trim; the base trim was CX.
I am not digging the name at all. They seem corny at best.
Does any one remember the Saab 9-3 trims, Arc, Linear and Aero?
This would be similar. They mean nothing to the average consumer and would just add to the confusion.
I thought the Saab trims were pretty cool, though perhaps I’m in the minority.
That said, do trim levels names need to “mean” anything? In other words, is it that the trim level names “mean” something, or is it that they, over time, become associated with certain features/hierarchy?
For instance: on the ATS and CTS, the “Premium” is the range-topping trim. But for most Audi models, Premium is the base.
I think they have to be relatable to the general public. ‘Premium’ means just what it implies. It is a real word.
The issue for Buick is that they are going to have to start over getting their buyers to relate to the new trim naming structure and that will take time, effort and no doubt expense.
Horrible! Something you’d expect on a Geely!
Yeah, are we selling cars or shampoo?
And Denali sounded corny when it came out how many billions of dollars ago too.
People complain when they use letters or numbers and if they use words they complain then too. Now what?
The truth is if you build a compelling damn good car people will buy it. Hell how long ago if GM sold a car named Tesla we would have mocked it too.
Naming a car is not an easy or cheap task. Many of the good names have issues or have been used or are registered.
Essence sounds like a top end car with class. Exceed sounds like a cheaper car with out calling it a cheaper model. Lets face it when you buy a LT Chevy you feel like you got the cheaper model over the LTZ you could not afford. Sell the lower models with no shame and make the customer feel like he got a better car at a better price.
Maybe so but at first glance while thinking of Buick at the same time and their past, the names come off as kind of lame.
The old names had their times. Some created the image of the French Riviera when the 63 came out and later the Riviera trailer park when they tried to down size it in the 80’s.
In the end if the cars are right they will define the name. The product is what really reflects on the name for the most part as long as you don’t get too far off track with the name.
Essence is a word that marketing has really picked up on. People appear to connect with it for some reason. It fits with the many other E names at Buick right now too. Mot automakers also want a name that mean something globally. The last thing many want to do is sell the same car with three different names or is totally meaningless in one of the three.
These are descriptive words that are pretty universal.
The old names from Buick hold little global meaning and in today’s market little equity with the general public as most have had little to no connection with Buick as Gramp PA was driving a Civic with the most recent generations.
New designs, new names and new markets will be what drive Buick and Opel. I think while they will have a conservative start there will be some real surprises in production not just at the shows. The Avista gives you an idea of their thinking. At some point GM will have to let the dogs run there.
At least Tesla makes sense for an electric car company. Nickola Tesla was a world renowned electrical engineer and inventor making many significant contributions in his field around the turn of the 20th century.
Never name a car that sounds like a body part.
Tesla is the automaker. Model3, ModelX is the name of the cars of the brand.
You know what I meant!
It honestly sounded kinda silly.