GM Files To Trademark ‘Envista’ – Is It For A Future Buick?
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GM has filed an application to register “Envista” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s March 19th, 2019 filing is assigned serial number 88345780, and specifies that the mark will be used in conjunction with the following types of goods and services: motor land vehicles, namely, automobiles.
The GM Authority Take
This filing suggests that General Motors is planning to introduce a new vehicle or a concept model by the Envista name in the near future, since no current GM model carries the name.
When split into two words, “en vista” means “in view” in the Spanish language. The name is very similar to that of Avista, which was a Buick concept in the form of a two-door coupe introduced in 2016 (see more on the Buick Avista concept).
As such, our best bet is that GM is looking to secure rights to the Envista name to use it for a future Buick vehicle. Whether that model will end up being a production vehicle, a concept, or something else entirely is anyone’s guess at this point.
We should also note that the Envista name works well with Buick’s nomenclature for crossover utility vehicles (CUV), all of which start with the letters “En” – such as Encore, Envision, and Enclave. We have surmised in the past that the upcoming three-row Buick crossover that will slot under the Enclave (potentially for the Chinese market only) will probably be called Buick Envoy, while an upcoming compact model off the Cadillac XT4 platform will likely be called Buick Enspire.
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Electra. I mean, It’s right there…
Maybe it’s not a car – it might be a “performance” crossover / SUV with that naming scheme.
Or could it be something above the Enclave, maybe the size of an Escalade?
Then again, if the Avista concept made such an impression that they are trademarking such a close variation of its name, why didn’t they do something with the Avista?
Or appeal to longtime Buick customers and call some vehicle a play off the old Invicta name, produced from 1959 to 1963, as “Envicta”?
It would be criminal if Buick got a performance CUV before Cadillac.
Either a Alpha/Omega Lacrosse replacement or a mommy-mobile CUV with chrome…
Two door or Coupe-style(like the new Cayenne Coupe) crossover with the Avista cues inside and out.
All of the crossover names start with en, so I would expect it to be one as well. It’s likely a concept for the N.Y. Auto Show.
Good that Buick is keeping names and not the alphabet soup mess Cadillac is (has been) trying!
Envista would, in keeping withe the current naming scheme, indicate that it would be a crossover/SUV/CUV type and not a 2dr or sedan. I’m not sure I understand the philosophy behind having all the SUV’s with a similar name (Encore, Envision, Enclave and now maybe Envista). Does it help non-car people associate more with the brand? Will it help bring people in or help them remember Buick better? I’m not sure, but at least it’s a name.
Now, about the pics of the Avista above: MAKE IT and call it Riviera!!
Maybe it’s the Chinese minivan or then next generation model?
Whoopie. We have another concept coming that they will never produce. Give it a rest Buick.
Probably the name of an Buick EV that will be sold in China in 3-5 months.
You do realize the Chinese economy is falling fast and expected to not recover for many years?
But, hey, they are good at stealing our technology and copying our designs quickly, so you never know.
If it’s not a concept vehicle then it will be a boring vehicle and will be a big let down when it is released.
It’s been GM’s history.
After I saw the Cadillac Elmiraj concept I set 100K aside to buy one upon release.
Still waiting, oh it’s the CT6 instead you say?
I say boring.
Probably a sporty looking crossover concept vehicle that they’ll rob sections from for all their other crossovers for the next 8 years.
Coupe-like crossover between envision and enclave?
As long as it’s not made in China!
Looks like you know your ABCs…
Anything But China.
Agree.
The Avista was a shockingly good-looking car that GM saw fit to drop in the dumpster
I like the idea of Buick having a version of the Tahoe\Yukon\Escalade. They shouldn’t be left out so add some ventiports to the upcoming new large SUVs for a Buick Envista and Buick Envista Avenir.
The “other site” mentioned a tightly guarded Buick concept car (sedan/coupe) will be shown soon. Probably a production suprise in NY.
Do you mean a concept or a production vehicle? You mentioned both.
What did “the other site” say, exactly? A sedan or a coupe? You mentioned both.
Thank you for any clarification you can offer.
They didn’t say sedan or coupe other than it’s a concept car and not a CUV, it is “tightly guarded” so they won’t say what bodystyle it is…
While I laud Buick’s foresight to jump headlong into the industry crossover trend, they might be falling back into the 1990’s rut of having way too many brands in the market to support. If a brand can’t generate at least 50k of annual retail volume, it’s hard to justify putting legitimate marketing or engineering resources to it…
Encore, Enspire, Envoy, Envista, Envision, Enclave adds up to 6 marketing brands to support, and I’m purposefully not adding in Encore GX, or a Buick version of GM’s FS Utes, or Regal, or the marketing dollars needed for Avenir. Would each of the 6 be able to pass the 50k sales threshold? I think not..
And as for bringing back the Electra, why not completely jump the shark and put it on an all electric version of GM’s LWB FS Ute platform, and for old time’s sake, call it the Electra 225? (Hint… the length of the suburban is 225…)