GM has filed to trademark the GM Defense word mark and logo, GM Authority has learned. The name will once again be used in conjunction with General Motors’ military vehicle and technology division.
The trademark was filed on June 7th, 2023 with the United States Patent and Trademark Office (USPTO) and is assigned serial number 98031924. The application carries a Goods and Services description of “Motor vehicles, namely, armored vehicles, personnel carriers, engineering vehicles, ambulances and multi-purpose tactical vehicles, all for military use.”
Notably, GM has abandoned two GM Defense trademark filings made with the USPTO in April of 2018. The two filings included a logo design, as well as a standard character mark.
General Motors formed the GM Defense subsidiary in 1949. The defense company was acquired by General Dynamics in 2003, and later became part of the General Dynamics Land Systems division. GM reestablished the GM Defense military vehicle and technology division in 2017.
General Motors has been actively involved with the U.S. military since World War I, at which time 90 percent of the automaker’s truck production was for the war effort, with 8,500 trucks provided. GM’s military production continued during World War II with over 100 GM plants converted to weapons production, as well as the GM DUKW amphibious landing craft. GM also contributed to military efforts during the Korean War, Vietnam War, and beyond.
One of the latest vehicles to come from GM Defense is the new Infantry Squad Vehicle, or ISV, an all-terrain troop transport capable of carrying nine soldiers and their equipment across a variety of terrain. The new GM ISV is based on the Chevy Colorado ZR2, and features 90 percent commercial off-the-shelf parts. In June of 2020, GM was awarded a $214.3 million government contract to mass-produce the GM ISV for the U.S. military.