General Motors has filed an application to register Graphyte as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s January 5th, 2016 application specifies that the mark will be used to name “motor land vehicles, namely, trucks and sport utility vehicles”.
Those following GM Authority for the last few years might remember that this is not the first time that General Motors has attempted to acquire the Graphyte trademark, as it has filed for the name in 2012, 2008, and 2004. However, the company has not completed those prior registrations.
In addition, this new Graphyte filing is very likely the result of the fact that GM is running out of time to file a Statement of Use, a required document in the trademark registration process wherein the applicant describes exactly how it will use the mark in a real-world product service. The step prevents frivolous trademark registrations, otherwise known as trademark squatting. An applicant can request up to six extensions to file the Statement of Use, each lasting six months. As such, the time GM has to provide the USPTO with the document while not having an actual product using the Graphyte name has almost run out.
| Trademark | Serial Number | Filing Date | Status |
|---|---|---|---|
| Graphyte | 86865976 | January 5, 2016 | Live |
| Graphyte | 85656597 | June 20, 2012 | Live |
| Graphyte | 77615776 | November 17, 2008 | Dead (Abandoned) |
| Graphyte | 78515226 | November 11, 2004 | Dead (Abandoned) |
The GM Authority Take
To us, Graphyte sounds really good as a GMC vehicle, as “GMC Graphyte” has a really nice ring to it. And if this trademark filing does, in fact, end up on a GMC vehicle, then our money is for a subcompact CUV that the brand has been lobbying for as the subcompact (B-segment) CUV space gains steam.
A subcompact GMC Graphyte would take on the Jeep Renegade, Honda HR-V, Toyota CH-R, Nissan Juke, as well as GM’s own Chevrolet Trax and Buick Encore in the mainstream subcompact CUV space. The vehicle would slot below the next-gen 2017 GMC Terrain, which will be repositioned to be compact in size, just as the all-new 2017 GMC Acadia makes the move from full-size to midsize.
Comments
Well seeing that GMC has been begging for a smaller CUV for their line up and that they had used this name on a small CUV I would wager that this is for a compact CUV based on the Gamma II.
I really do not see this name for a mid size that is still a year or so off.
Now GMC will get a mid size SUV and it will be RWD based. I would not be shocked to see the Envoy name again. It still holds a lot of equity and the RWD would fit the name well.
As for the Compact it will be important for the volume to provide the profitability. As for the mid size profits will be just as important but not so with volume as the higher price and content will make it as profitable with only half the volume.
Wouldn’t be surprised if Graphyte is GMC’s version of the Buick Envision.
That is the Terrain.
Probably is the trax version of gmc
Ding ding ding!
Gonna be lame…another CUV. boring.
The Acadia just made the move to mid-size . That segment is now filled . The Terrain is going to the compact segment with the new model . And I will not be suprized to see it with a new name….. Graphyte . The Terrain has no more equity than the SRX name did and Cadillac changed the name when that model was replaced to XT5 . GMC may follow suit with it’s new model . If GMC goes sub-compact then that means GM will have four that size . Chevy is the cheapest and wants to go a bit more rugged than the sub-luxury Buick . And when Cadillac comes to market with theirs it will be the high end choice . How does GMC position its own sub without stealing from the others . Seems to be to much of an overlap . Not sure every division needs it own .