General Motors has filed to trademark Cadillac in Indonesia. The trademark filing was made on May 8th, 2023 with the Directorate General of Intellectual Property, or DGIP, the Indonesian equivalent of the United States Patent and Trademark Office (USPTO) here in the U.S. The filing is significant because Cadillac currently does not have a first-party presence in Indonesia.
The Indonesian trademark filing includes serial number JID2023036284, as well as a goods and services category of maintenance and repair of motor vehicles, repair, maintenance, servicing, disassembly, rebuilding, cleaning and varnishing of vehicles and their parts, maintenance, servicing, tuning and repair of motors and machines, maintenance, servicing and repair of vehicles.
Back in 2019, General Motors announced that it would pull out of the Indonesian market by March of 2020. In a press release, GM said the decision followed a review of potential future business plans for GM Indonesia, with the automaker opting to “focus on markets where there is a clear pathway to sustainable profitability.” The decision included continued support for Chevy owners in the country, with GM honoring valid warranties via continued after sales support in the region, including service and repair at authorized outlets.
GM struggled to gain a foothold in Indonesia for years, a market where Japanese automakers typically dominated. GM even set up local manufacturing efforts in Indonesia by re-opening its Bekasi factory outside of Jakarta in 2013.
More recently, in August of 2022, SAIC-GM-Wuling, the joint venture between SAIC Motor, General Motors, and Liuzhou Wuling Motors, announced that it had launched production of the new all-electric Wuling minicar at its Indonesian facility. Indonesia is the only country outside China’s borders where the joint venture has a significant official presence and a manufacturing facility. The Wuling Air EV was SGMW’s first global fully electric vehicle developed with the new brand image, and the first of the new range to be introduced in international markets.