General Motors has filed to register “E Troit” as a trademark with the United States Patent and Trademark Office, GM Authority has discovered.
Filed on August 3rd, 2020, the application is assigned serial number 90089035 and states that it will be used in conjunction with the following Goods and Services categories:
- Paper banners, paper flags, pens, pencils
- Cloth banners, plastic banners, fabric banners, cloth flags, plastic flags, fabric flags
- Apparel, namely, t-shirts, sweatshirts, hats, and baseball caps
It’s worth noting that application features a lighting bolt between the “E” and “Troit”.
The GM Authority Take
This GM trademark application is clearly a play on the Detroit name – GM’s hometown and location of its global headquarters. While it’s unclear exactly how GM will use the name being filed for, we have one particular idea worthy of exploring.
We believe that GM will use the “E Troit” name to unofficially refer to the GM Detroit-Hamtramck plant, and create memorabilia and other branded items. The facility will be GM’s first fully dedicated electric vehicle assembly plant as well as the automaker’s primary EV production facility.
Earlier this year, General Motors announced a $2.2 billion investment into the D-Ham plant to produce a variety of all-electric trucks and SUVs. The first of these – the GMC Hummer SUT – is scheduled to go into production in late 2021. It will be followed closely thereafter by the Cruise Origin – GM’s shared autonomous electric vehicle. Other models, including the GMC Hummer SUV and Cadillac Lyriq luxury electric crossover, are expected to follow; the GMC Hummer SUV has yet to be officially announced while the Lyriq has been announced, but without an official production location.
It’s also worth noting that the GM Lake Orion plant could theoretically receive the “E Troit” moniker. Located in the Metro Detroit area, the Lake Orion facility currently builds the Chevrolet Sonic and Chevrolet Bolt EV. However, the Sonic will be discontinued in October, making room for the Chevy Bolt EUV – a larger version of the Bolt EV.