General Motors has filed to trademark Dashpaper, GM Authority has uncovered.
Filed on November 10th, 2021 with the United States Patent and Trademark Office (USPTO), the application is assigned serial number 97119163. The application carries a Nice Classification category of ‘09’, which is primarily reserved for audiovisual and information technology equipment. Under the Goods and Services category, the application lists “Downloadable digital graphics for in-vehicle displays.”
While it’s hard to say exactly what GM will use the term ‘Dashpaper’ for, the term’s similarity to “wallpaper,” leads us to believe this will be for some sort of digital wallpaper or background that can be applied to digital instrument cluster displays or infotainment screens. The Goods and Services description appears to back this up and also suggests the ‘Dashpaper’ would be available for download, likely through an online app store or marketplace of some type.
As we know, GM is offering more widescreen instrument clusters and infotainment displays in its new vehicles, like those used in the 2021 Cadillac Escalade and 2023 Cadillac Lyriq, for example. It is also experimenting with increasingly complex display screen technologies, such as the OLED display in the Escalade, which has the largest color range available in the automotive industry and twice the pixel density of a traditional 4K TV. The 2022 GMC Hummer EV Pickup will feature a graphically-intensive display screen, as well, which will be based around the video game-derived Unreal Engine.
These new GM display screen technologies could suggest there will be something unique about GM’s ‘Dashpaper’ that merits giving the product its own name and trademarking the term, but we’ll have to wait for an official announcement to learn what ‘Dashpaper’ is really all about.