General Motors Files Trademark Application For ‘Cheyenne’19
General Motors has filed an application to register Cheyenne as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s November 22nd, 2016 application is assigned serial number 87245256 and specifies that the mark will be used in conjunction with “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof”.
This application represents the second time in recent history that GM has filed to register Cheyenne with the USPTO, with the first time taking place in July 2009. That application has since been abandoned and carries a “Dead” status with the USPTO.
The GM Authority Take
As this filing suggests, General Motors appears to be planning a product called Cheyenne. What the vehicle will be all about is unclear at this point, though it is worth mentioning that Chevrolet released the Silverado Cheyenne Concept at the 2013 SEMA show as a performance-oriented variant of the K2 platform Silverado. The show truck, which has yet to be brought to production, featured weight savings and handling improvements to a single-cab Silverado. Separately, it’s we should note that GM sells the Chevrolet Silverado work truck under the Silverado nameplate in Mexico, while all other (non work truck variants) of the Silverado are sold under the Cheyenne nameplate.
As such, our best and most educated prognosis for the Cheyenne filing in question is that it foreshadows a performance-oriented variant of the Silverado. Stay tuned to GM Authority as we follow this story now and into the future, and follow our coverage of Chevy Silverado news and GM news.
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Hmm. Anybody care to speculate?
Another trim package.
I had a 1995 Chevrolet Cheyenne Full Size step side pickup back in the day, the Silverado trim was too expensive for a 21 year old at the time.
I had a 90 in high school. Single cab, long bed, WT, 2 WD, 4.3 V6. Didn’t even have a radio, best truck ever made.
Back in 2013, Chevy showed off a Silverado Cheyenne Concept. The vehicle was a performance oriented truck with weight saving elements, better breaks, and a lowered suspension. Maybe they are considering bringing this model to production, but it would make more sense in the next generation of trucks, which will see significant weight savings.
I have called for this name for a long time.
My hope is this is the name of the new Colorado based SUV.
I am not sure on the SUV but I suspect this is more than a special package as this name has a lot of Chevy Equity and not the kind you would squander on a paint and deal option for six months.
Anyone remember when the Cheyenne used to be the top line trim before the SIlverado came along? It was even available on the Blazer at one time.
I get the feeling this name will be around for a while.
What better to challenge a Bronco with a Cheyenne Chevy model.
That was my guess, I was thinking, how cool would it be for this to be the Wrangler fighter or the Bronco rival.
Lets just say it will be cool soon. Not sure of the name but there will be a challenger in this segment.
Just as they want to get people from 1/2 ton trucks to smaller models they will do the same with the Tahoe people and try to lure them to smaller models for future MPG considerations.
They should bring back the Apache name, I know there isn’t interest within GM brass in making a full size Raptor rival, but if the ZR2 does well then maybe they will reconsider. The Apache name could be a good name for the Silverado off-roader/prerunner model.
As much as I agree, SJW’s would be bi##hing non stop. Considering Mary Barry’s political affiliation, never gonna happen.
I haven’t heard them say anything about the Jeep Cherokee or Volkswagen Touareg nameplate.
Because nobody has told them to complain about it yet.
I loved the name but I wonder if the tribe has it tied up? Could be legal right use. The Cheyenne name is used so much it may be more free as there is a city and other things already using the name.
I think the Apache would make a good street fighting performance truck. They were a very fierce fighting tribe.
It would honor the tribe.
The racial implication would be more of concern, but given the use of Cheyenne, Apache wouldn’t be any different. A trademarked name for a land vehicle wouldn’t infringe on any sort of tribe name, the closest would likely be the AH-64 helicopter. But in that case there would be no consumer confusion between the two.
A trademark is a brand name for a good or service and it’s intended purpose.
Right, but nobody ever said SJW’s were smart. Ask one who Geronimo is and they’ll know he was an Apache so they’ll whine right away, ask one who Black Kettle is and they’ll have no clue, they’ll have to wait around until someone tells them. That’s the difference.
This has been a long tease waiting for the Cheyenne Concept. Hope they do it and not another off-road monster truck version, again. There are enough of those already. Probably be $50k truck, though.
It would be more as $50k is where most V8 half tons with any kind of options start.
Bring it and make it an all out performance truck give it red bow ties and use the slogan beware of the RED BOWTIE.
Here’s hoping for Chevy to bring us a gritty version of the Silverado. To be perfectly honest, we don’t need a Raptor fighter but here’s what we do need. A 6.2L V8 with 455hp/480lb-ft of torque, Tri-Y headers, 10-speed automatic, GM dual mode exhaust system, factory performance intake system, 4×4, GM Performance big brake kit, wide All-terrain 20″ tires, Aluminum 20″ modern Rally wheels, chrome bumpers, red bow ties, “egg-crate” grille, wheel to wheel running boards, no racing stripes, full LED headlamps and tail lamps, hard tri-fold tonneau cover, privacy tinted windows, a slightly lowered magnaride suspension that still gives good clearance but gives the truck a more “street truck” look, a hounds tooth leather and cloth upholstery with the leather parts available in black, tan or grey, a more modern version of the classic Chevy 4-spoke steering wheel with the red bow tie badge in the middle, Navigation receiver, factory kicker speakers, amp and subwoofer. It needs to come in extended and quad cab configurations as well as short and standard bed options as well. It doesn’t have to be a super truck it just has to be a good Chevy street truck. Comfortable, practical and bad-ass!