Back in February, General Motors announced it would retire the Holden brand in Australia, leading to questions over the automaker’s future presence in the Australian market. Now, GM Authority has uncovered a trademark filing that confirms GMSV as the new GM brand in Australia.
The GMSV trademark was filed with IP Australia on June 29th, 2020. Shortly thereafter, the name SV Specialty Vehicles was filed with IP Australia on July 3rd.
|Trademark||Trademark Office||Serial Number||Filing Date|
|SV Specialty Vehicles||IP Australia||2101035||July 3, 2020|
|GMSV||IP Australia||2097457||June 19, 2020|
According to the filing, the SV Specialty Vehicles brand will cover goods and services with regard to “Aircraft; boats; caravans and trailers; cycles and bicycles; vehicles including motor vehicles; engines for motor vehicles; cars, buses, trucks and motorcycles; land vehicles; cigar and cigarette lighters for motor vehicles; parts and accessories for all the foregoing.”
Meanwhile, the new GMSV brand will cover an extremely broad range of goods and service.
Following the retirement of the Holden brand, it’s now believed that the new GMSV brand will take up the slack to import select GM vehicles for the market, such as the Chevrolet Corvette, Chevrolet Camaro, and Chevrolet Silverado. For now, the exact GM model lineup headed to the Australian market is not confirmed.
Back in May, it was reported that longtime Holden executive Peter Keley was tapped to manage the new GMSV venture in Australia. At the time, GM was reportedly engaged in discussions with HSV parent company, Walkinshaw Group, to evaluate the prospects of the new GMSV venture. While the exact implementation and nature of the venture is still unknown, former Holden boss and current GM president Mark Reuss has expressed enthusiasm for it, saying earlier this year, “We do believe we have an opportunity to profitably grow the specialty vehicle business and plan to work with our partner [Walkinshaw Group] to do that.”
Then in June, a new merchandise company in Australia appeared to be making moves to cash in on the GMSV name, selling t-shirts and auto-related products with GMSV branding. Walkinshaw Group confirmed that the merchandise company had no affiliation with it or HSV.