General Motors has filed to trademark Cadillac in the Philippines, GM Authority has uncovered. The new filing may foreshadow GM’s expansion of the Cadillac brand into new Asian markets.
Filed on July 2nd, 2021 with the Intellectual Property Office of the Philippines, the application is assigned serial number 42021515529. The application lists the following under its Goods and Services category:
- Motor vehicles and parts thereof
- Maintenance, repair and servicing of motor vehicles, motor vehicle engines and parts of motor vehicles
Currently, the only Asian markets where Cadillac vehicles are available are China and Japan.
Cadillac’s presence in China is huge, with a large manufacturing presence and large sales volumes. As GM Authority covered previously, GM China sales increased 5 percent during the second quarter of the 2021 calendar year, up to 750,800 units. Second-quarter 2021 sales for SAIC-GM increased 0.9 percent to 352,700 units, while second-quarter 2021 sales at SAIC-GM-Wuling increased 9.4 percent to 398,100 units.
By comparison, Cadillac’s presence in Japan is relatively minimal. Not only are all Cadillac models sold in Japan imported, but they are also all left-hand drive, while the Japanese auto market is predominantly right-hand drive.
By trademarking the Cadillac name in the Philippines, General Motors may be taking the first steps towards expanding Cadillac’s international presence.
A few other international markets where Cadillac is currently absent includes Australia / New Zealand, South America, and Africa. Meanwhile, Cadillac has a limited first-party presence in several other international markets, including South Korea, the Middle East, Russia, and Europe.
All told, there is an opportunity for Cadillac to expand its presence in all of these markets.
In further trademark-related news, General Motors recently filed to trademark ETRUNK with the Canadian Intellectual Property Office (CIPO / OPIC). The new trademark filing may be used for a new GM front trunk feature (otherwise referred to as a “frunk”) that could see use in a selection of GM’s upcoming electric vehicles.