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.
| Brand | Status | Holder | Number | Application Date |
|---|---|---|---|---|
| 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 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.
Subscribe to GM Authority as we dig into what GM has planned for the Cheyenne name, as well as for more GM truck news, Chevy Silverado news, GM trademark news and GM news coverage.
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Loved the Concept. If not same configuration not interested. Hope name is not a problem like Cherokee seems to be. Isn't Ford bringing back the Lightning?
leave it to GM bring back a name that has history and put on wrong product, remember a ugly sedan/wagon that had malibu SS years ago trashing the heritage of GM performance . hope they don't "F" this one up too...
If this is going to be a high performance truck, like the SS I now own? I want to buy one now! If they make it 500 + HP
All wheel drive, like the SS !
Yeah! Let's show FROD, & MOPOO SOMETHING! GM has been to short
Thinking long enough! Let's go GM!
Cheyenne is nothing more than appropriation of a Native American tribe. No different than the Cleveland Indians. GM needs to get with it.
Cheyenne is a place in this case, not everything has to do with race! The same way Tahoe is a place Malibu, suburban, Colorado, Yukon, etc... It's a GM theme! Nothing to do with Native Americans
Patrick V drives a Prius
You and 3/4 the US put race in every
Thing! Race will never be solved as long
As people are on earth!! Some one can
Step into a cow pile, and some one will
SAY THAT IS A RACE THING! IT WILL NEVER END.
You might want to brush up on your history. The name Cheyenne existed long before the French-Canadians used it to identify a branch of the Sioux tribe who called themselves Lakota.
Color and highlight the first E and upper "v" portion of the following Y blue leaving the bottom tail chrome like the rest of the letters and you have an EV specific name for the new truck. Like ChEVenne and a tail on the V.
Patrick V drives a Prius
The Cheyenne was once the top of the line Chevrolet truck so why shouldn't they keep it.Just as they did with Super Sport when Ford was going to use it.Too bad Pontiac didn't do the same with Super Duty.
1/2 3/4 1 ton
We're all Chevrolet or GMC built as the
1500. 2500 3500 in 1989 using the names
Cheyenne Scottsdale Silverado.
the name Cheyenne was a trim used on the C-10 pickup in the 80's
the names were , Custom , Scottsdale, Cheyenne and top dog was the Silverado
I wish Chevrolet would do away with the Silverado name for their trucks and got back to trim designations. Silverado could still be top of the line. Cheyenne could be a different style, maybe even have different styling cues about it. Bonanza could be a true western themed truck for example. Use different grills and headlights and trim for each truck, maybe even taillights and hood. Give each truck it' s own personality an style. The you would have something to truly reach different tastes.
I mean they kind of do it already within the line up with the W/T and Custom s trucks using one grill and the other trucks using another. Even could be said it's done with GMC. I just think if you went to a Chevy dealer and walked across the lot to look at actual different trucks to choose from instead of trims it would be ground breaking and exciting.