General Motors has filed an application to register “Scottsdale” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s September 4th, 2018 filing carries serial number 88103104 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.”
The GM Authority Take
This is the second time in the past four years GM has applied to trademark the Scottsdale name. The first time was in February 2015.
The reason GM is filing for the Scottsdale application the second time is that it didn’t successfully register the first application as a result of not filing a Statement of Use – an official and required document that demonstrates to the trademark office that the Scottsdale name is being used on a real-world product or service. Clearly, GM doesn’t have a product or service by that name, so it can’t file such a document in the first place until it releases such a product.
In any event, this second filing demonstrates that GM has truly intentions for the Scottsdale name, serving as an unofficial confirmation of sorts that the automaker plans to use the name on a future vehicle.
So, what plans do you think GM has for the Scottsdale name? Share your thoughts in the comments.
Comments
It’s hard for me to think what brand this name could go under.
Could be Cadillac, could be Chevy.
I want to say maybe this is going to be the name of GM’s flat bed autonomous vesicle for ports?
Given that Cadillac uses CT# and XT# designations (outside of Escalade), I don’t see it being used for Cadillac whatsoever…
Maybe General Motors has decided to give GMC a variant of the Chevrolet Equinox crossover.. the GMC Scottsdale.
Already exists as the Terrain.
The fact that GMC is getting the Trax/Encore is smacks of old GM brand engineering.
If the subcompact GMC is done right and is substantially differentiated from the Encore and the Trax, which will be differentiated significantly for the second gen, then it’s a positive.
Yes, it would be great if it had a more squared off and space-efficient design similar to the Granite concept from a while back.
I somehow doubt it’s going to be significantly differentiated from the Trax and Encore though.
Oh but the GMC subcompact crossover will be significantly differentiated from the Trax, which itself will be significantly differentiated from the Encore.
The Trax will look like a mini Blazer:
http://gmauthority.com/blog/2018/08/next-chevy-trax-spied-testing-at-milford-proving-grounds-photo-gallery/
… the next-gen Encore will look nothing like it:
http://gmauthority.com/blog/2018/08/latest-spy-shots-show-2020-buick-encore-in-more-detail-photo-gallery/
… and the GMC variant we haven’t seen yet… even though we reported that we did (updated article on that coming soon).
That is good news. I missed those stories as last I saw, they both had pre-production headlights and looked very similar in shape.
Blazer styling for the Trax will be good. Better than the frumpy, bland styling that it has now.
So, the GMC Terrain is a figment of our imagination?
That Wascaly wabbit was a pigment of your imagination.
Scottsdale was a trim level of the C/K Chevrolet trucks in the 70’s & 80’s. Maybe they have plans to introduce more trim levels on the new trucks.
My first pickup was an 82 Scottsdale 4wd swb. That trim had only 2 headlights where the Silverado trim had 4. Many other differences as well. I am guessing it would lie somewhere between Custom and LT
I’m going out in a limb here. But with all the recent dealers doing retro Chevys with the old style two tone paint scheme with the white in the middle. GM is going to offer a factory variant of this now for all dealers. Just my guess
If this name is used it would be some form of a. Heavy vehicle or likely truck.
Bison was just brought back as well as Custom.
Chevy spent last year doing old ads redone as today’s trucks.
I expect in place of the umptenth Midnight edition , Surf Edition or what ever edition we may see a Scottsdale come in as a trim/option package on a truck.
A “King Ranch” edition of the Silverado I’d think.
I believe the Scottsdale was a high end C/K truck. The Cheyenne would have been their entry level truck package.
I’ll be happy to see more “name” packages than alphabet soup like LTZ, RST, LT and such.
When Scottsdale was being used, it was a base model truck. Silverado was the higher end with Cheyenne being second in line. Before Silverado however, the high end was Cheyenne Super. So that would be a big end around for a name if Scottsdale became a higher end model. I think it would be cool if Chevy surprised us all and gave us a compact pick-up in the form of S10 dimensions and called it Scottsdale. I know that would just be complete wishful thinking.
Seems ironic. Trucks were 3100 and C10, K5 was used in Blazers. Now most Company’s use numbers/letters for vehicle models and Chevy has Silverado. Interesting
Scottsdale was 2nd from entry level back in the day. “Custom Deluxe” was the base.
I don’t know what they would hang “Scottsdale” on, it’s not a very exciting label – at least not like Silverado or Cheyenne. The theory of a retro two-tone paint package seems most logical. But a compact (sub-Colorado) model labeled as a Scottsdale doesn’t have a ring to it.
Scottsdale would almost have to be a trim level or special edition of the Silverado to make sense.
A sub-Colorado truck, if it ever comes, will probably use a different name.
I wish it would be a second line of trucks. Entirely different and maybe less content to be a “value” line. It would be nice if it was more the size of an ’80’s C/K or I like the idea of S-10 size truck again, but call that “S-10”! Scottsdale was never a base trim nor was it ever a top of the line so it was always intended as a value trim. It was always mid pack and gave you things like a/c and FM/AM radio and a different type of seat cover for instance. I think a value line, maybe styled differently from the ’19 wreck, uh truck would work . If Chevy can have multiple car lines like Cruz, Malibu and Impala, why not do the same with the trucks?
Seriously, the ’19 Next Gen truck is polarizing. You either love it or hate it, so wouldn’t make sense to build something slightly different to offer to those that didn’t get on board? (I don’t mean the ’19 SIlverado LD either).
Also, I agree entirely on the “alphabet soup” comment. Names seem to give more character. Custom, Custom Deluxe, Cheyenne, Cheyenne Super, Scottsdale, Bonanza and even the over used Silverado strike a chord with people! Glad to see BIson come back and would love to see Kodiak used again.
“Come check out my new Scottsdale” feels better than “look at my LTZ”! ANd please don’t think I’m some old guy waxing nostalgic. I’m 47. I remember when Chevrolet was king but it was still in color! Haha
Could the 4500 have a Scottsdale trim?
The issue now is that all Chevy trucks are Silverado regardless of package. Whereas before you had Cheyenne, Scottsdale or Silverado. If you introduce a Silverado Scottsdale the market might be confused. Whatever the case may be, it is possible that the Scottsdale might be used for another vehicle altogether.
Perhaps they bring back 2500 HD frames for Suburban and call it Scottsdale. I doubt that they will though.
Not sure that a trim level name that was used over three decades ago and never since would “confuse” the market. Old names get recycled and used on new products in different segments or classes with no issues. It’s just about re-defining the old name in the new world.
True the younger buyer may not be confused by a Silverado Scottsdale package. However if you were around during that time it may be a head scratcher for those who either owned or knew about the different monikers. When I say confused I mean LT, LTZ, High Country. Where does a Scottsdale fit in. They already introduced for 2019 1)work truck, 2)custom, 3) custom trail boss, 4) lt, 5)rst, 6)lt trail boss, 7)ltz and 8) high country. Where does Scottsdale fit in with those 8, but more importantly why is it necessary?
Don’t get me wrong, I like the Scottsdale name and heritage but this is going to be challenging, hence confusing to the market presuming it’s part of the trucks.
I drove an ’82 Scottsdale one ton crewcab with a Chummins under the hood for 18 years and loved it, whatta workhorse it was, a real throw back to when Scottsdale was a sleepy little cow puncher town. Given what Scottsdale is now I thinks the name would best fit on a blinged out Escalade… just sayin’.
The Silverado has been mentioned a few times as a potential candidate dating as far back as 2008 for the highest level trim pickup with the use of the Scottsdale name and Package Option. The 6.2 and perhaps the 7.0 Liter engine would be the only two engine choices to power that truck in my opinion; should such an upscale trim level above the High Country exist.
GM should also buy back the ‘Chevelle’ trademark.