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Buick Encore GX Signaled By New GM Trademark Filing

GM has filed an application to register “Encore GX” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.

The automaker’s September 21st, 2018 filing is assigned serial number 88126790, and specifies that the mark will be used in conjunction with the following types of goods and services: Motor land vehicles, namely automobiles, sport utility vehicles, trucks and vans.

Encore GX - GM Trademark Filing - September 2018

The GM Authority Take

This trademark application makes it rather clear that GM is planning a new Buick Encore variant called Encore GX.

We should note that this isn’t the first time that Buick will have used the GX identifier. The brand currently uses the moniker on the Chinese-market Buick Excelle GX, which is the wagon variant of the Excelle family.

Since it’s rather obvious that a wagon version of the Buick Encore is not in the cards, we must wonder what such a model could be all about.

Stay tuned to GM Authority as we dig into what GM has planned for this trademark filing, as well as for ongoing GM trademark news coverage, Buick Encore news, and general GM news.

2017 Buick Encore exterior 008

About Buick Encore

The Buick Encore is a subcompact crossover utility vehicle (CUV). It slots below the Envision as Buick's smallest CUV and rides on the GM Gamma 2 platform shared most directly with the Chevrolet Trax; a variant of the architecture is also shared with the Chevrolet Sonic/Aveo. The model was Buick's first offering in the subcompact (B segment) crossover space.

Having launched for the 2013 model year in the U.S., the Trax received a refresh for the 2017 model year that consisted of all-new front and rear fascias, an updated interior, a new infotainment system with Apple CarPlay and Android Auto compatibility, and more.

2017 Buick Encore interior - 2016 New York International Auto Show Live 009

The 2018 Buick Encore represents the fifth model year of the first-generation Encore. The model receives several changes including one new exterior color, a cabin ionizer, capless fuel fill, and several package-level changes. The 2019 Encore got two new exterior colors, the deletion of the Preferred II (1SD) and Premium (1SN) trim levels, and a new Safety Package called Safety Package II. The 2020 model is expected to be the last model year of the current, first-generation Encore before an all-new, second-generation model arrives.

The Buick Encore is produced at the following GM plants:

2017 Buick Encore exterior 007

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Comments

  1. My guess is that this will be a sporty trim.

    Reply
  2. Could we see smaller TourX styled wagons that use the Encore and Envision names to trick people into thinking they’re buying CUVs?

    Reply
  3. Encore with Sport Control AWD

    Reply
    1. That’s what i’m thinking too. I’m OK with it as well.

      Reply
  4. Sounds more like a trim level. Do you need to Trade Mark to that level? Are LTZ and SS and Regal GS all require individual trade marks? US Patent office must make a lot of filing fees on all these names.

    Reply
    1. Do you need to trademark it to that level?

      Sometimes yes, some times no. In this case, the word “Encore” is not exclusive to GM… it’s a common word… so the best practice is to file a trademark for any variations of the word.

      Reply
    2. GM doesn’t usually trademark basic trim levels so this filing means its something more.

      Reply
  5. Envision GX was also trademarked FYI.

    Reply
  6. Could it be hydrogen/CNG variants of the Encore and Envision for fleets or something?

    Reply

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