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.
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Comments
how many sales do they expect in the Philippines in the future?
so much poverty there, i don’t feel it will be many
If you roam around the city always, you’ll find more Escalades here more than Expeditions/Suburbans (2015 & up) combined knowing They are both sold locally here😅, someone from here even Imported an Inkas Built Escalade. Most Escalades you’ll be seeing around the City were ESV’s not just the regular Swb Escalade
That was my thoughts as well.
Looks like every unit counts, exporting from China to the Philippines should make it work and thus sense …
Great…let’s ignore the market in the United States and offer us only small or mid-sized cars and the CUV/SUV. Then let’s attempt to force us to an EV on an already taxed electrical infrastructure.
GM’s market was built in the U.S., but now they are focused on “global” and the “global” market is getting the full-sized sedans. Look at the C8 also…sold orders in the states waiting, but GM is exporting to other countries. Time for some board members and executives to pull their heads out of the a$$ and look at the market here. We are not cattle that can or should be herded into something that we don’t want like all the SUV/CUV and pickups being pushed to the market.
GM killed Pontiac and Oldsmobile. Buick and Chevrolet are almost non-existent now basically selling the CUV/SUV, a Malibu and the great death traps of Spark or Bolt. Cadillac is CUV/SUV and small car only now. I currently have 2 Cadillacs and a Corvette and I have had 30+ cars in my buying life, all but 2 were GM. Looks like I’ll have to look for another full-sized luxury car. Not an over-priced Camary (Lexus), good grief are they ugly!
seems like Buick would be a better fit there. In spite of the poverty there is a large upper middle class in the Philippines.
Last I looked South Korea is also in Asia…sales there are reported on GM Authority…
in Warsaw (PL) there are more and more rich guys buying American classics. They claim they love American cars but most of them want to have an official dealer/service to rely on when it comes to their daily-car. But there’s no such thing so they drive Audis/Volvos etc, And now I read GM will offer Cadillac in…Philipinnes with a steering wheel on the side that would be suitable here. That’s embarrassing as hell. Typical GM. No logic. The same wth offering CT5 in Japan and not offering it in Europe.
Did I see a couple of Escalades yesterday on a car carrier at STAR Toll from Batangas Port? Both black still with those white hood protectors.