General Motors filed a trademark for the Riviera name

Article by Christian Andrei, on May 11, 2012

Buick’s choice of names for its new products is quite tricky because of the wide range of nameplates from its rich history. One example is Riviera, an intriguing historical nameplate that has actually been used recently too. This name was chosen for the 2007 Buick Riviera concept vehicle that made its debut in China. It never got the approval for production and it seemed that it won’t have much of a future.

However, it was discovered that General Motors has filed a trademark for the Riviera name, citing it to be used on automobiles. Before we jump to conclusions, it should be noted that automakers do fairly regularly trademark all types of names.

For example, Ford Motor Company has filed trademarks for almost all alphabetical "MK" names for their Lincoln brand even if it’s not likely that they will ever be used. But then again, GM has been more cautious with their trademarks. But actually, GM filed for the trademark last May 3. It’s not yet known which Buick model would have the nameplate.

Almost a year ago, GMI was informed that the brand was soliciting GM management to give authorization for a sporty coupe, which may be based on the rear-wheel drive Alpha platform.

It was hinted by a GM executive at the North American International Auto Show last year the Riviera will return in rear-wheel drive form. So far, no product is being planned. However, most of GM's product plans beyond 2015 are still preliminary and could still be revised. But if this car actually does get produced, it would likely be after the 2015 model year. [source: GMInsideNews]

Topics: gm, trademark

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