General Motors‘ crosstown Detroit rivals at Ford Motor Company have filed an application to register “Black Diamond” as a trademark with the United States Patent and Trademark Office (USPTO), our sister publication Ford Authority reported over the weekend.
Ford’s October 8th, 2019 filing, assigned serial number 88645721, was filed under a classification reserved for “Land motor vehicles, namely, passenger automobiles, pick-up trucks, sport utility vehicles.”
Interestingly, this name was once used by General Motors. As the automaker prepared to send the Chevrolet Avalanche off for the 2013 model year, the automaker launched the special-edition Avalanche Black Diamond Edition. This package, available with all Avalanche trims, featured body-color trim and a special Black Diamond badge, along with a slightly lower price to help move the slow-selling model off Chevy lots as it prepared to launch the next-generation Silverado and Tahoe.
At the time, Avalanche marketing manager Mark Clawson described the Avalanche Black Diamond as a “thank you” to Avalanche buyers.
“Although Avalanche sales have tapered off in recent years, as crew cabs have grown to dominate Silverado sales, we know there are many Avalanche enthusiasts among Chevy customers,” said Clawson. “The Black Diamond Avalanche is our way of saying ‘Thank you’ and making it just a little more attractive to own one more Avalanche.”
It’s not entirely clear what Ford is planning to use the Black Diamond moniker on, but seeing as the term is used to describe challenging mountain terrain at skiing and mountain biking resorts, we wouldn’t be surprised if it appeared on the forthcoming new Ford Bronco or another one of the automaker’s sport utility vehicles or pickup trucks. It may also be reserved for an exterior body color, like a metallic black color, for example.
Ford Authority plans to follow up on this story should more information become available, so stay tuned for updates as we keep an eye on The General’s rival.
Source: Ford Authority