General Motors has filed a trademark application for the “Chevelle” name, according to GM Authority. On Dec. 4, 2012, GM filed this application referred to as the “Exterior badges for vehicles” category of Goods and Services with the USPTO. It has the serial number of 85794159. This application has been given the status of “Non-Final Action – Mailed” (641) as of March 22, 2013.
At this juncture, the Trademark office has notified GM that the application will be published for opposition so that others have a certain length of time at which that they can file a protest. The next step is the Notice of Allowance or NOA, enabling the applicant to proceed in finalizing the trademark’s registration.
What’s more newsworthy though is GM’s reason for applying for this trademark. It’s possible that GM wants to revive the use of the name Chevelle. It was in 1977 that this name was last used. Chevrolet’s Chevelle range was promptly succeeded by the Malibu nameplate.
Of course, there are some who would say that GM is only doing this to guard its history and that it applies multiple trademarks each year. But there’s something in this case that’s intriguing. To start with, companies don’t just file trademarks for filing’s sake. They also don’t do so because of corporate protection/security since the present trademark situation is very different from the old days.
To complete a trademark’s registration today, the company applying has to file a legal document termed as “Statement of Use” or SOU. In particular, this statement asks that the applicant has to demonstrate the current (rather than future or planned) business reason (most frequently defined as the trademark’s use for a real product) for the applicant to be given the trademark.
A trademark won’t be approved if there’s no SOU. It should be noted that the applicant can lengthen the time it has to file an SOU by six terms, each with a six-month period, for a total of 3 years. This suggests that GM is preparing for the arrival of the Chevelle nameplate. It could also be assumed that it will be under Chevrolet.