GM Enspire Trademark Hints At Future Buick Crossover6
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.
As we outlined last month, the hypothetical Buick Enspire is assigned vehicle product code E2UB internally within GM, which disambiguates to the following:
- 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.
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Please keep in mind the concept is just that a non production concept.
That is not to say it will not be a good vehicle but we too often have people with unreal expectations on some of these vehicles.
It would be neat if it was the first CzuV from GM that is a EV.
Just keeping “ownership” of the name until it ends up somewhere is my guess. It would be nice to see it on a new crossover or something though.
If the vehicle is electric and has suicide rear doors, I am in…
They maybe planning a lineup similar to Jeep with the Encore and Enspire playing in the same category, but appealing to different buyers.
My 1st concern is where it’s built. We have a Buick SUV built in Korea, another one built in Chinto the point that a a, a Buick automobile built in Germany, we are killing the LaCrosse, built in the USA.
GM is a master at killing an automobile. 1st, you make it so damn cheap nobody wants it. Then you change the name so many times it looses all identity with the buying public. Then you limit color choices, interior choices, options, engines, and everything else to the point that a cheap toyota has more choices, then you claim it isn’t selling, so let’s kill it. Yet another sad day for America.
Make it a dual motor electric, give it a fully independent suspension with MRC, and let the ATS-V team have their way with it.
It will be a Model 3 killer.
But GM won’t do that because they’re too risk averse.