Just yesterday, we discovered that GM just filed a trademark application for the term Envoy with the United States Patent and Trademark Office (USPTO). Based on historic precedent, we immediately posited that the name would be used on a future GMC crossover SUV. But what if that’s not the case?
What if GM is reserving the name for a product other than GMC? Namely, what if the nameplate is destined for a Buick Envoy, instead?
Two Buick Crossovers
Over the past few months, we’ve discovered that GM is actively developing two future Buick crossovers that will go on sale over the next 18 months.
Buick Enspire concept foreshadows what we believe will be a compact Buick crossover of the same name. The model is expected to ride on the same E2 platform as the new Cadillac XT4.
As we reported last month, one of these is a compact CUV off the same GM E2 platform, the very same architecture that underpins the new Cadillac XT4. That model is all but confirmed to be called Buick Enspire, and will be a production version of the recently-revealed Buick Enspire concept. Notably, GM filed for to trademark “Enspire” on December 11th, 2018 (a day before it filed for Envoy).
The other upcoming Buick crossover is of midsize proportions with a similar (if not identical) footprint to the second-gen GMC Acadia. This model will ride on the short version of the GM C1 platform. In our coverage, we have referred to this yet-unnamed model as the “baby Enclave“… but what if the actual name for this model will be Envoy?
Envoy, Enclave, Encore…
Though Envoy was previously used on a line of now-discontinued GMC SUVs, it’s undeniable that the name aligns with fits like a glove into the Buick crossover nomenclature – wherein every CUV begins with an “En”.
Like so:
- Encore
- Envision
- Enspire
- Envoy?
- Enclave
A prototype of a midsize Buick crossover – likely to be called Buick Envoy – undergoing testing in October 2018
The Evidence For A Buick Envoy
Indeed, there is a very interesting correlation between GM’s new trademark application for “Envoy” and the upcoming midsize Buick crossover.
Supporting the notion that this model will be called Buick Envoy is that there is zero evidence of a future GMC crossover above the Acadia. By comparison, there is definitely a midsize Buick crossover on the way – as evidenced by spy shots as well as our discovery of the C1UB program code, which denotes:
- C1 – C1 platform (pronounced as “Chi”)
- U – Utility (for utility vehicle)
- B – Buick
A prototype of a midsize Buick crossover – likely to be called Buick Envoy – undergoing testing in October 2018
Both elements allow us to conclude with a significant level of confidence that GM will use the Envoy name for this upcoming Buick midsize CUV.
Stay tuned to GM Authority as we bring you the latest Buick news.
Comments
So I guess the likelihood of Buick naming a vehicle “Enriviera” is (less than) zero. Are there any other makes which today use the same beginning letter(s) like Buick does with En— across their entire lineup?
What if the Enspire is a pure EV and the Envoy a regular ICE vehicle?
Perhaps GM is trademarking every remaining possible name that begins with “En” for Buick. Any minute I expect them to tm “Enema”
The practice of trademark everything for the sake of protecting the trademark is done for, and has been for about a decade (if not longer). The trademark office now requires proof that the applicant will actually use the name it is applying for will be used on a real-world product or service.
Doesn’t Buick know that names don’t translate well into Mandarin and that BT4, BT5, BT6, BX3, BX4, BX7 are all not currently taken. Those alphanumerics are working so well for Cadillac, Buick ought to follow their lead.
Also, my Buick dealer has all their Envision models sitting out by street with $10,000 discount signs on the windows so is there really demand for two more Buick CUVs? $10,000 off of a $32,000. product is quite significant.
What if…….
Wouldn’t be the first time GM recycled a name from one division to another. Pontiac had the Safari wagon and the name was later re-used for the GMC Safari minivan.
Envisions, in my opinion are overpriced considering most are. But I truly tho m that is why you see them with the 10K discount on them. They put a premium interior in everyone, but realistically, this is a nice vehicle with a high end price tag. I’ve been look I g at them, but even the leases are too high.
GM is producing too many cloned CUVs–would you like that mechanically near-identical mid-size in Buick or GMC guise?
Maybe FCA is wise in avoiding segment overlap between brands. Imagine if GMC or Chevrolet could do all of the volume like Ford or Ram/Jeep.
A SUV only GM doesn’t really need this many brands unless Rruss and Barra plan on making GMC a unique line with truly off-road Jeep/Rover-like vehicles as opposed to ordinary ruin of the mill Terrain that lacks any real advantage over Nox.
My Buick lease is up next year. I am hoping Buick will introduce a mid-size cuv to the lineup. That is what I am looking to lease, but only if it is U. S. Built.
Well this ain’t a surprise.
If they bring back the Envoy as a Buick I hope they bring back the XUV version of the GMC Envoy, which had the versatile mid-gate and the retractable roof over the cargo area. We had one and loved it. Now we have the Avalanche which also has the mid-gate. We love our mid-gates!