General Motors has filed to trademark Ascendiq, GM Authority has uncovered. Like other recent names it has filed to trademark, such as Vistiq and Lumistiq, Ascendiq may potentially be used for a future Cadillac electric vehicle.
Filed on November 18th, 2021 with the United States Patent and Trademark Office, the application is assigned serial number 97133009. Under the Goods and Services category, the application lists a use case of “Motor land vehicles, namely, automobiles.”
GM has filed multiple trademark applications that seem as though they could be for future Cadillac EV models due to their similarity to already confirmed names such as Lyriq and Celestiq:
The automaker also previously filed to trademark Optiq and Symboliq, but it appears it has since abandoned these names after letting the application expire earlier this year.
GM’s new EV naming convention will see all of its battery-electric offerings assigned a name ending in “-iq.” The automaker plans to transition to an all-electric portfolio by 2030, so it will need to decide on a handful of these names over the next nine years or so.
Rumored future Cadillac EV models include large and small crossovers to slot above and beneath the mid-sized Cadillac Lyriq, as well as a battery-electric variant of the Escalade full-size SUV. The electric Escalade will likely be called ‘Escalade IQ’ or ‘Escalade IQL’, but it’s hard to say what name the two rumored crossovers will be assigned. The automaker has also confirmed it is working on a large full-size sedan, which will be called Celestiq.
Cadillac’s head of global brand strategy, Phil Dauchy, said previously that the automaker’s new “iq” naming convention for its EVs “signals that Cadillac is bringing a different type of vehicle to market, one that works in concert with man, nature, and machine.”
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Comments
This IQ nomenclature isn’t very smart!
too similar to the subaru ascent.
what’s next for cadillac … the impreziq?
Ascendick?
Say it quickly and it’s @$$&dick
You’re right; I read it as “a@@ in dick”. But if you buy one, it will feel more like “dick in a@@“. I think its time to go to a numerical approach, I.e., E300, E400, etc. Not that GM hasn’t had great names over the years —Fleetwood, Roadmaster, VistaCruiser, etc., but these made up words are out of control.
Only with the optional Viagra package.
🤣
Sam, thank you for reporting this information. Could you please tell us what future name(s) GM’s other brands have filed trademark applications for? And, for example, is Electra still active for Buick? Envoy? Enspire?
They tried to file to trademark the word reliable but got denied for obvious reasons.
I’m a GM fan through and through, but this actually made me laugh out loud. 🙂
How about cimmaron? Ha!
Just be thankful Cadillac didn’t make the Hummer or it would be called the Hummeriq.
Cadillac’s performance EV… the Ballistiq. Or maybe… the Supercalifragilistiq, Perhaps better to make it simple and to the point…. the Quiq.
Please don’t use ASCENDIQ = ass and dick
I am a GM FAN and I want the company to be taken seriously.
🤣👍
ass ‘n dick lol.
As Cadillac continues with its descendiq
I’m so old I remember when automobile models actually had real names.
Some still do.
I was certain by now somebody would have thrown in the obligatory “Should be called Eldorado or Sedan De Ville!” I’m proud of you guys, nobody said it yet.
What no Big Diq?
With these names, Cadillac risks becoming a reliq.
Weird, exotic, hard to spell, hard to pronounce, strange brand names. Is this a cosmetics company or women’s designer dress name or what?
And on the runway now we have Ascendiq by Italian designer …
^^^^ This ^^^^
I’ve had Many Cadillac’s, Coupe deVille, Fleetwood, Calais, Sedan deVille, Eldorado, Allante. The last several have been CTS, ATS, XT5, XLR. XTS and a CT5 ….. Someone at Cadillac Division must be into Alphabet Soup
At least the entry level models can be LOW IQ. Ridiqulos naming.
Just horrible. They’re going to ruin Cadillac… again.
Fire all these people responsible for this embarrassing crap starting with Phil Douchy. It’s pathediq.
Never thought I’d say this, but suddenly I’m missing Johan de Nysschen.
Johan knew what he was doing. It was going to take a while and cost a lot of money but he would’ve brought Cadillac back to Tier 1 status. They canned him, canned his CT8 and CT6, came out with the crappy XT6 instead and this silly all-electriq strategy that is going to destroy what’s left of Cadillac. I’m not anti-EV but I think a more balanced approach would’ve been preferable.
EVs are cheaper to build and I think in time when their novelty wears off might be a bit like quartz vs. mechanical timepieces. At one point quartz was the wave of the future; they’re highly accurate, simple, and reliable. But today, the sophistication and precision of a fine mechanical watch is the choice of the most discriminating consumers and watch makers. A finely engineered and sophisticated internal combustion engine with all its drama and visceral appeal could live on for the upper tier of the market and Cadillac would, I think, be wise to keep their options open. Cadillac and GM once believed that FWD was the future. It was for lower priced cars, but never made it for the high-end. Cadillac’s insistence on FWD luxury cars cost them dearly. A similar scenario might play out with EVs. They’ll be the future for ordinary cars but maybe not for the high-end.
GM was making a play awhile back by basing Cadillac’s marketing headquarters in New York City. This was to reimage Cadillac from Detroit to appear chic, hip, cool, whatever, to be associated with the US fashion designer and Wall Street money crowd based in Manhattan. This eventually went by the wayside.
Cadillac is now trying exotic, stylized names to attract users in the fashion conscious, female executive crowd. This is growing due to the diversity movement and will continue to grow. Primarily woman executives and women trade professionals. GM is not to be faulted with these new names. Although these new names do not reek of testosorone, like the Lincoln Navigator, etc.
Autos and trucks are a male game. Of the 100+K attendees at the annual SEMA Show, maybe 5% are ladies. These are women usually accompanying their significant others, and look bored to death walking the show.
The full sized ladder framed Cadillacs like the Escalade will retain the Escalade name as this model has been very successful with the Gangbanger, primadonna, and high end suburbia crowd with kids. The Escalade is simply a redressed Chevrolet Suburban loaded with non functional jewelry. It’s a winner.
So we have been seeing lots of criticism in this column on these new exotic registered names for Cadillac. But looking beyond this, Cadillac’s target audience is the growing ranks of executive women that Cadillac wants to win. Prada hit a home run with the movie, The Devil Wears Prada. Prada sales went ballistic. This is selective product marketing at it’s finest.
We have to look outside the box here at what Cadillac marketing is doing. A great movie marketing gimmick would be The Devil Drives A Cadillac. Cadillac sales would go into the Stratosphere.
… keep off GM … just filled some Trademark :
1. GMIQ
2. Chevroliq
3. Cadiliq
4. Buiq
5. Assiq
6. Marriq
7. Barriq
sincere, counting the end days for some car brands
Chrysler, 2 cars – 300 & Pacifica, was once huge so 1, 2, 3… the end
Lancia, 1 car, Ypsilon with only 2 colours, white & Blue, so 1, 2 .. the end
Cadilliq … until 2025 … then 1, 2, 3, 4, 5 … the end…
For GM’s sake, I checked my watch, nope, not April 1st. Dang, what is wrong with these people?
I wonder if phonetics would be an issue in trademark prosecution. They may need to pay royalties to some sketchy companies 😂.
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