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General Motors Files Trademark Applications For ‘Surus’

General Motors has filed several trademark applications to register the terms Surus with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.

Filed on September 28th, 2017, the filings state that they will be used to name “rolling chassis for fuel cell vehicles.”

GM Surus Trademark Filings
Description Application Type Serial Number
Stylized S Surus Logo Words, Letters And/Or Numbers In Stylized Form 87626156
Stylized S Logo Words, Letters And/Or Numbers In Stylized Form 87626182
Text Standard Character Mark 87626121

The GM Authority Take

Looks like The General is planning to use Surus in association with its fuel cell vehicle initiatives, which are expected to come to market in the medium term future.

GM has been actively collaborating with Honda to develop and manufacture fuel cell technologies. In January 2017, the two automakers announced an investment of $85 million to produce fuel cells in Michigan. Three months later in March, the duo appointed leadership personnel for the fuel cell manufacturing joint venture.

More Reporting & Info

Update: just a day after GM Authority discovered this trademark, General Motors has revealed SURUS, or Silent Utility Rover Universal Superstructure, a concept for a flexible commercial fuel-cell platform with self-driving capabilities. See more on the GM Surus concept.

GM SURUS Concept - Silent Utility Rover Universal Superstructure 001

GM SURUS concept

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Comments

  1. Reply
    1. If you look at https://en.wikipedia.org/wiki/Surus you should find, that this Surus LLC actually is related.

      It both relates to the same nearly mythical elephant. The Surus LLC has shows it in the logo, and explains in its “About – History”:

      “Behind the Logo: Surus the Elephant of War

      According to accounts of Roman historians from the early third century B.C., Surus was the name of the bravest and last surviving war elephant in Hannibal’s Carthaginian army. Hannibal famously used large Asian elephants in his military exploits to provide heavy calvary in battles, as a platform for archers and war generals and – most importantly – as a means of transportation.”

      Reply
      1. … and continued:

        “In an era before automobiles and motorized machines, war elephants were a rare source of power and tactical mobility for generals like Hannibal. While Hannibal’s war elephants were valuable assets in battle, the key advantage of using elephants like Surus lay in their ability to transport large shipments of goods over long distances and rugged terrains. Without the ability to efficiently transport supplies, Hannibal’s troops would have been rendered useless. The war elephants’ ability to carry large equipment and heavy supplies over impossible distances and terrains – such as during the crossing of the Alps – was one of the key factors in Hannibal’s success as a general.

        Surus was the hardiest and most revered war elephant in Hannibal’s calvary. Despite having lost one tusk to martial conflict, Surus wore a royal red cloth, a red shield with Hannibal’s insignia and carried Hannibal himself on his back. Surus was one of the last war elephants Hannibal took with him during his famous crossing of the Alps.”

        Reply
        1. Thank you for that!

          Reply
  2. It means trouble in Yiddish. In places like NYC words like that have crossover useage and, if the product sucks, have the potential for a bad joke.

    Reply
    1. Thst is “Zores” in the German transscription. Originally it means “Syrian”

      Reply

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