GM has filed an application to register “Active Response 4WD” as a trademark with the Canadian Intellectual Property Office (CIPO), GM Authority has discovered.
The automaker’s September 30th, 2019 filing is assigned serial number 1987593, and specifies that the mark will be used in conjunction with the following types of goods and services:
- Four-wheel drive system sold as a component part of motor vehicles
It’s worth noting that this application has so far been filed only in Canada, and not in any other country’s trademark offices.
The GM Authority Take
This trademark filing suggests that GM is considering branding its 4WD systems with the Active Response 4WD moniker. Assigning a brand to a 4WD system makes sense, given that many other customer-facing components of GM vehicles have been branded, including the engines (EcoTec, EcoTec3, etc.), transmissions (HydraMatic), and even functional body components (MultiPro tailgate, CarbonPro bed, BedStep). Hence, assigning a name to a vehicle’s 4WD system wouldn’t be a departure from the norm whatsoever.