GM has filed to trademark the ZRX name, GM Authority has learned. The trademark may be used as branding for future off-road vehicle variants.
The trademark was filed on February 17th, 2023 with the United States Patent and Trademark Office (USPTO), and is assigned serial number 97799256. The application carries a Goods and Services description of “Motor land vehicles, namely automobiles.”
To note, this is actually the second time that GM has filed to trademark the ZRX name with the USPTO. The automaker previously applied for the trademark in August of the 2019 calendar year, at which time the filing was described with a Goods and Services category of “Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof.” The trademark was later published for opposition in the USPTO’s Official Gazette on December 24th, 2019.
It’s believed that the ZRX trademark may be used for another off-road or desert runner variant of the Chevy Silverado or Chevy Colorado pickup trucks. To note, the Chevy Colorado already offers the Desert Boss package for the upcoming Colorado ZR2 off-roader.
Prior to the debut of the fully refreshed 2022 Chevy Silverado 1500, rumors began to spread that GM was developing a new off-roader dubbed the Silverado ZRX, based on both insider sources and the previous ZRX trademark filing. However, it was later revealed that GM never actually planned on calling the off-roading-spec Chevy Silverado “ZRX,” but rather, ZRX was used as the RPO code to identify the upgraded suspension equipped by the Chevy Silverado ZR2, which includes high-performance lifted components and DSSV dampers.
Per an interview with GM Authority Executive Editor Alex Luft, the Director of Chevy Silverado Marketing, Mark Sobczynski, explained the situation by saying that “ZRX is an internal suspension code that’s used to identify the ZR2’s suspension. For instance, the suspension in the Silverado Trail Boss is identified as Z7X, while the ZR2’s suspension is ZRX.”
Nevertheless, it’s still possible that ZRX may be used in conjunction with some future off-road pickup model. We’ll keep our ear to the ground for any further updates, but in the meantime, remember to subscribe to GM Authority for more GM trademark news, GM business news, GM technology news, and around-the-clock GM news coverage.