General Motors has filed to trademark the term “GUIDEX” with the United States Patent and Trademark Office, GM Authority has uncovered.
The application was filed on November 5th, 2020 and is assigned serial number 90301521. The application lists a Goods and Services classification of “lenses for vehicles.”
Exactly how the new trademark will be used remains to be seen. However, the name isn’t entirely new – in fact, Guidex was used previously to denote various lights and reflectors on several different General Motors models in the past, including both cars and trucks. What’s more, some modern reproduction parts include the Guidex markings for the sake of authenticity.
However, the question of what the Guidex name will be used for today remains unanswered. One possibility is that will be used with the new 2022 GMC Hummer EV, perhaps as a name for an as-of-yet unannounced feature that will guide the all-electric off-roader when out on the trail.
In that sense, the Guidex feature could be similar to the Hummer’s UltraVision Camera System. As a reminder, UltraVision incorporates cameras mounted underneath the pickup in front and the rear, providing the driver with a live “virtual spotter” to assist in maneuvering across and around obstacles, as well as where to place the wheels when negotiating challenging terrain. The cameras are designed to be protected from errant bits of terra firma that may fly up and strike the underbody while on the move, and even come with a wash function to keep the image crystal clear.
“Hummer EV offers a best-in-class number of camera views, with up to 18 available from the vehicle to help increase awareness of surroundings,” GMC states.
With that in mind, perhaps the new Guidex trademark will be applied to some sort of complementary feature. For example, perhaps it could be used for special lights that highlight obstacles spotted on the trail.
Granted, the above is just speculation, and should be treated as such. However, with GM Authority’s uncovering of this new trademark filing, rest assured we’ll have our ear to ground for any further updates. In the meantime, subscribe to GM Authority for more GM trademark news, GM business news, GMC Hummer news, GMC news, ongoing General Motors news coverage.
Comments
Lighting that helps people find their vehicle in a packed parking lot?
Maybe the lighting sequence that makes up the grill on the Lyriq?
The horn activated by the fob has a longer reach and works better, even at night. The headlights flash, too.
Anyone remember “Guide-Matic”? The “Autronic Eye”, automatic headlamp dimmer in a torpedo shaped fixture on a stansion on top the IP of Cadillacs? (Maybe Buicks too?)
Actually the GM brand for lenses and lighting products was ‘Guide’. Guide was part of Inland Fisher Guide Division. They made a lot of body parts such as lights, window regulators, and hardware. Remember Guide T3 headlights?
IFG was a creation of the 1984 GM reorganization, those were all 3 independent divisions originally, Guide made lamps and bulbs, Fisher was Fisher Body and Inland made suspension and steering components.
I remember when GENERAL MOTORS was the finest corporation in the world, need a locomotive? GM made them, need a refrigerator? GM made them (Frigidaire) ,need a truck tractor? GM made them, need a greyhound bus? GM made them however union labor strikes , health insurance costs, at one time GM was covering 500,000 health care recipients, that’s the size of a fairly large city, phony lawsuits, remember CBS 60 Minutes sabotage? Where they ignited a Chevrolet pickup gas tank in a staged side collision? Plus the moronic politicians and bureaucrats ridiculous rules and regulations, 5 mph bumpers, mpg regulations etc, then we have consumer reports which hates anything made in the USA brow beating GM with every issue while loving any thing made in japan, bring back CHARLEY WILSON, who said what’s good for GENERAL MOTORS is good for AMERICA
Dateline NBC actually was the one that staged the truck explosions, GM sued their asses off….
60 Minutes was the Audi “unintended acceleration” bit.
I thought this was gonna be another troll post but its spot on. Spot on.
GM had over 900,000 as recently as 2000 if I recall correctly.
There used to be so many GM “brands” for parts. Guide for lighting is but one. GM’s bodies were “‘by Fisher”. The radios were Delco, along with exchangeable parts made by AC/Delco and Delco-Remy producing starters and batteries. The air conditioning and radiators were by Harrison. Rochester made the carburetors. I know there were others.
This setup stemmed from General Motors purchasing other companies but keeping their names and brands under the GM umbrella. It’s all gone now and I’m sure business consultants told them it was very inefficient but, yet, somehow GM ruled in those days and now they just don’t.