General Motors has filed to trademark Anthem in January 2021, GM Authority has uncovered.
Filed on January 5th, 2021 with the United States Trademark and Patent Office (USPTO), the application is assigned serial number 90448668 and lists “Motor land vehicles, namely, automobiles” as its goods and services category.
This filing represents the fourth time in the past 12 years that GM has filed to trademark the Anthem name with the USPTO. The first time that the Detroit-based automaker filed to trademark the name was in June 2009, followed by a subsequent application in May 2013, and then again in December 2016.
|Name||Filing Date||Office||Serial Number||Goods & Services|
|Anthem||June 11, 2009||USPTO||77756972||Motor land vehicles, namely, automobiles, sport utility vehicles, trucks and vans|
|Anthem||October 5, 2013||USPTO||85928618||Motor land vehicles, namely, automobiles, sport utility vehicles, trucks and vans|
|Anthem||December 20, 2016||USPTO||87274972||Motor land vehicles, namely, automobiles, sport utility vehicles, trucks and vans|
|Anthem||January 5, 2021||USPTO||90448668||Motor land vehicles, namely, automobiles|
The first two filings have since been abandoned, presumably because GM did not file a Statement of Use document – a required step in the trademark process that shows how the trademark is being used in a real-world product or service. The third application, filed in December 2016, will likely follow the first two in becoming abandoned for the same reasons.
The filing of the fourth application, meanwhile, makes it quite clear that GM is very much interested in securing the Anthem trademark, foreshadowing a future vehicle by that name. This leads us to ponder the vehicle that will carry the Anthem badge. GM Authority believes that the name will be used for a future GMC crossover – either a midsize or a subcompact CUV.
The subcompact option is quite simple, as such a vehicle would slot below the compact Terrain in GMC’s utility portfolio. A vehicle in that space was being pondered a few years ago before being shelved. Most recently, however, GM Authority sources have indicated that GM is once again considering such a model, though the model has yet to be approved for production. If a subcompact GMC model comes to market, we believe that it will be named Granite or Graphyte… and that brings us to the midsize crossover option.
As GM Authority first reported, the next-, third-generation GMC Acadia will grow in size, placing it in the size realm of a large crossover similar to the first-gen Acadia, along with the current Chevrolet Traverse and Buick Enclave. This will create a rather substantial white space between the next-gen model and the compact Terrain. As a result, it’s possible that GMC will introduce a new model to fill the newly-created gap, and that new model could be called Anthem.