General Motors has filed an application to register “Chevrolet Cavalier” and “Cavalier” as trademarks with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s March 27th, 2019 applications are assigned serial numbers 88358466 and 88358453, respectively, and specify that they will be used in conjunction with the following types of goods and services: Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof.
The GM Authority Take
This marks the second time that General Motors has filed to trademark Chevrolet Cavalier and Cavalier with the USPTO, with the first time taking place in September 2015.
It’s unclear why the automaker is moving to register the names with the USPTO given that the Cavalier is a small sedan sold in China and Mexico. The vehicle was originally launched in China as the second-generation Chevy Cruze. It was renamed to Cavalier when the global, second-gen Cruze was launched globally in 2016.
This isn’t the first time that GM has filed to trademark a name for a vehicle not sold in the United States. In the past, it has filed to trademark such names as Onix, Montana, Agile, and Orlando, all GM vehicles sold in markets like China, Mexico and/or South Korea.
We posit that the filings are part of GM’s legal strategy to protect certain names, despite the vehicles not sold in the U.S. market. In other words, don’t get your hopes up of seeing the Chevy Cavalier arrive Stateside, though it would be a nice replacement to the discontinued Cruze.