GM has filed an application to register Enspire as trademarks with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s December 11th, 2018 filing is assigned serial number 88224926 and specifies that the mark will be used in conjunction with the following types of goods and services: “Automobiles, excluding motor homes.”
The GM Authority Take
This marks the second time that General Motors has filed to secure trademark rights to the Enspire name, with the first time being in July 2015. The series of events shows that, since GM is ardently pursuing rights to the Enspire name, that it is planning to bring to market a new model by that very name. But what kind of vehicle would a potential Enspire be? Our bet is on a future Buick crossover of compact dimensions that would represent the production version of the recently-unveiled Buick Enspire concept.
- E2: E2 platform
- U: utility vehicle
- B: Buick
This model will share its front-drive-based platform most directly with the new Cadillac XT4. Other GM models share the E2 architecture include the Chevrolet Malibu as well as the Buick Regal, plus its various global variants – the Opel-Vauxhall Insignia Grand Sport and Holden Commodore.
We expect the new Buick Enspire to be unveiled sometime between 2019 and 2020. The future Buick will slot above the Buick Envision in the brand’s vehicle lineup, though not because it will be larger in size. In fact, the Envision and Enspire will be roughly the same size, but the Enspire will be a more premium offering, most likely with a more radical design and a more upscale interior and higher levels of technology.