In October, GM Authority was first to report that General Motors filed to trademark the Groove name in Uruguay. A week later, we then reported that The General also filed to trademark for the name in two more markets – Mexico and Costa Rica. And now, we have discovered that the Detroit-based automaker has filed to register the Groove name in the Nation of Brunei – the fourth market where it has done so. The filing serves as proof positive that a future GM model called Groove is coming.
The filing for the Groove name in Brunei is noteworthy, given that this is the first time GM has filed to trademark the name outside of a market in Latin America. In fact, Brunei is located on the island of Borneo in Southeast Asia, just northeast of Indonesia. The small country is surrounded by Malaysia and the South China Sea. Hence, this represents the first filing for the Groove name in Asia, seemingly suggesting that the product with the Groove name will make its way to select Asian markets.
|Country||Filing Date||Serial Number||Goods & Services|
|Uruguay||Oct 10, 2019||508826||Automobiles|
|Mexico||Oct 10, 2019||0119852275019||Automobiles|
|Costa Rica||Oct 14, 2019||2019-009387||Automobiles|
It’s currently unclear which future GM vehicle will end up wearing the Groove name. The last time the name surfaced in a noteworthy way was roughly a decade ago, when GM introduced a Chevrolet Groove concept car in 2007. The show car was in the form of a compact hatchback with a high roof, upright body lines and flared wheel wells. It was introduced alongside two other Chevrolet minicar concepts – the Beat and the Trax.
The Beat made it to production as the Spark, the Trax came to fruition as the Trax/Tracker, but the Groove was never green-lit. Instead, it was shelved and its design repurposed for the GMC Granite Concept, which never made it to production, as well as the Chevrolet Orlando MPV, which was sold in many markets except for the United States.
General Motors has yet to file for the Groove name in the United States or Canada as of this writing, which leads us to conclude that whatever future GM vehicle will wear the Groove name is not destined for the two north-most markets of the North American continent.
Over the past few years, GM has intensified its efforts to improve its operations in select developing markets, particularly South America, while withdrawing or pulling back from others, such as India, Southeast Asia and Africa. The automaker’s current strategy involves creating various low-cost models on a single, purpose-developed architecture known as the GEM platform.
An acronym for Global Emerging Markets, the GEM platform aims to unify GM’s offerings in developing markets from disparate nameplates and platforms. The first fruits of the GEM undertaking have been the second-generation Chevrolet Onix and Chevrolet Tracker (along with the second-gen Buick Encore exclusively for China).
At this point, we believe that the Groove name will end up gracing the replacement for the current Chevrolet Spin, an MPV capable of seating seven passengers. Though we are aware that GM is currently developing the model on the GEM platform, it’s unclear whether the replacement will wind up wearing the Spin name, or whether the vehicle will end up wearing a different identifier – such as Groove.