General Motors has filed to trademark the term “UltraVision” with the United States Patent and Trademark Office, GM Authority has uncovered.
The application was filed on November 4th, 2020 and is assigned serial number 90298994. The application lists a Goods and Services classification of “on-board vehicular safety system comprised of video cameras and displays for improving driver visibility”.
The GM Authority Take
GM officially announced UltraVision as the go-to-market name for a feature in the upcoming GMC Hummer EV pickup. The UltraVision system uses front and rear underbody cameras with live “virtual spotter” views in order to help drivers navigate obstacles and place wheels on and off the trail. The underbody cameras are packaged to help protect against damage and equipped with a wash function to help clear debris.
A total of 18 available camera views (a best-in-class number) will be available from within the vehicle to help increase awareness of surroundings.
Given that GM plans to use the UltraVision name on the Hummer EV, this trademark filing makes perfect sense. In fact, we wonder if The General won’t offer the UltraVision system across a wide range of future models, particularly trucks and SUVs.
Editor’s note: an earlier version of this article stated the UltraVision name could be used for another feature.