General Motors has filed an application to register “Cheyenne” as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has learned.
The automaker’s April 16th, 2021 filing carries serial number 90650034 and specifies that the mark will be used in conjunction with “Motor land vehicles, namely, trucks.”
This is the fourth time in 12 years that The General has filed to register Cheyenne as a trademark with the USPTO. The first one dates back to July 2009, followed by January 2013, and then November 2016. The very first time that GM filed to trademark the Cheyenne name was in 1987.
|Cheyenne||Pending||General Motors LLC||90650034||Apr 16, 2021|
|Cheyenne||Pending||General Motors LLC||87245256||Nov 22, 2016|
|Cheyenne||Inactive||General Motors LLC||85832632||Jan 25, 2013|
|Cheyenne||Inactive||General Motors LLC||77780351||Jul 14, 2009|
|Cheyenne||Inactive||General Motors Corporation||73700701||Dec 14, 1987|
The GM Authority Take
The persistent nature with which GM is pursuing trademark rights to the Cheyenne name suggests that the automaker is planning on bringing to market a product with that very name. At this point, what kind of vehicle will be represented by the name is unclear. However, as the Goods and Services description suggests, it will be used for a truck.
A concept Chevy truck – Silverado Cheyenne Concept – could provide some insight into the matter. Rolled out at the 2013 SEMA show, the show truck was a performance-oriented variant of the K2 platform Silverado. The Regular Cab truck featured various weight savings and handling improvements, along with a lowered suspension and a black-out theme.
It’s also worth noting that in Mexico, GM markets the Chevrolet Silverado work truck under the Silverado nameplate, while all other (non work truck variants) are sold as the Cheyenne. Even so, we don’t think that this has any relation to the product being foreshadowed by the Cheyenne trademark application with the USPTO.
As such, our best and most educated assertion for the Cheyenne filing in question is that it foreshadows a performance-oriented variant of the Silverado for the street. Incidentally, GM’s cross-town rivals at the Ford Motor Company are rumored to be planning a high-performance street version of the F-150.