Advertisement

GM Trademarks 'Electra' Name, New Buick Model In The Works?

 
4 1,748 views Jun 15, 2012
Follow Nelson

1959 Buick Electra 225 Riviera Sedan. Photo by Nimmerya, licensed under CC-BY-SA-2.0-DE.

1959 Buick Electra 225 Riviera Sedan. Photo by Nimmerya, licensed under CC-BY-SA-2.0-DE.

Enlarge Photo

Related Photo Galleries


See more photos »
The world of trademarks is a bit sketchy when it comes to automotive planning. Names of cars are dutifully protected--losing the rights to a name could cause lots of trouble. Sometimes, we even get an inkling of future product through the U.S. Patent and Trademark Office's public database.

The questions is whether this is a case of General Motors planning for a future model or protecting an existing mark, the name "Electra." The name hasn't been used since 1990, when the final Buick model dropped the name, though it was used for over 30 years prior.

There's a very good hint at the intent of the trademark, in the trademark filing itself: the filing basis. The trademark search result lists the application as filed under basis 1B, meaning filed under the requirements of section 1(b) of Chapter 37 of the Code of Federal Regulations, Part 2. This basis requires "a bona fide intent to use the mark in connection with the goods or services listed in the application."


General Motors' U.S. PTO trademark search result for Electra

General Motors' U.S. PTO trademark search result for Electra

Enlarge Photo
The good or services listed in the application include "Motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof." In other words, a car of some sort.

So there you have it, government-filed proof that General Motors has registered its intent to use the Electra trademark as of June 5, 2012. What, exactly that means for Buick, or what the car itself may be, remains up in the air.





Tags:
Posted in:
 
 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (4)

  1. fb_1171656155 avatar Paul Shipman Posted: 6/15/2012 11:58am PDT

    While the name's roots may lie in mythology rather than science, it seems like a no-brainer for a hybrid or plug-in electric vehicle, no?
     
    Post Reply
    +2
    Bad stuff?

     

  2. Nelson avatar Nelson Ireson Posted: 6/15/2012 1:16pm PDT

    It does. A good way to tie in heritage with the present and future. Will be interesting to see what comes of it.
     
    Post Reply
    Vote
    Bad stuff?

  3. fb_756493434 avatar Brian Parker Posted: 6/15/2012 4:32pm PDT

    I've been saying for years that Electra should be Buick-speak for "Hybrid", as in Regal Electra, LaCrosse Electra, Riviera Electra...
    Electra has far more resonance with it's client-base than "eAssist"...
     
    Post Reply
    Vote
    Bad stuff?

  4. fb_100000658740280 avatar Matthew Freeman Posted: 6/15/2012 5:39pm PDT

    Ford should bring Thunderbird back as a bad ass hybrid or at least a sporty one.
     
    Post Reply
    +1
    Bad stuff?

 

Have an opinion?Join the conversation!

Contribute
Send us a tip Comment Contact the editor
Follow Us

Advertisement
Advertisement
Advertisement

Research New Cars

Go!


More from High Gear Media

 
 
MotorAuthority
  • Follow Us
  • Twiiter
  • Facebook
 
 
© 2013 MotorAuthority. All Rights Reserved. MotorAuthority is published by High Gear Media. Stock photography by Homestar, LLC. Send us feedback.