General Motors has filed to trademark the term “Blazer” in Costa Rica, GM Authority has uncovered.
The Detroit-based automaker’s March 16th, 2020 application with the Costa Rican National Trademark Registry is assigned serial number 2020-002248 and lists the goods and services category of “Vehículos de motor y sus partes”, which translates from Spanish to “Motor vehicles and their parts.”
The GM Authority Take
GM filing to trademark “Blazer” in Costa Rica foreshadows that the automaker is planning to introduce the new midsize crossover SUV in the Central American country. Currently, the Bow Tie brand’s utility lineup in Costa Rica consists of the Trax, Equinox, Trailblazer (the SUV rather than the new small crossover), Traverse, Tahoe and Suburban. The Trailblazer, which is roughly a decade old as of this writing, will likely be replaced by the Chevrolet Blazer as the brand’s midsize offering.
Interestingly, all of the aforementioned models are exported to Costa Rica from the U.S., Canada or Mexico with the exception of the Trailblazer, which is exported from the GM Sao Jose Dos Campos plant in Brazil. Replacing the Trailblazer with the new two-row Blazer, which is (in)famously made in Mexico, will Chevrolet’s utility offerings to originating in North America, though this doesn’t matter much in the Costa Rican market from the standpoints of import taxes or reputation/image.
Meanwhile, it’s very much possible that GM will introduce the all-new Chevrolet Trailblazer crossover to slot between the Trax and Equinox in Costa Rica. If and/or when that does take place, it will be interesting to see how the automaker will transition the image of the nameplate from being a midsize SUV to a subcompact CUV.
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