GM Renews "El Camino" Trademark, Sparking Rumors

Jason Siu
by Jason Siu

Before General Motors ran into a financial crisis in 2009, the American automaker had plans to import its Holden ute to the U.S., with GM going so far as to debut it as a Pontiac model at the New York Auto Show.

Bankruptcy and reorganization axed all of those plans, but since the bailout and GM’s positive growth it appears that the Holden ute is back onto the schedule and is likely going to resurrect the El Camino name for the Chevrolet brand.

SEE ALSO: Chevrolet Needs 100,000 Hand Raisers For New El Camino

Back in August, General Motors filed a trademark application for the El Camino name, giving the first indication that it is being prepped for a return. Raising the likelihood is the fact that GM’s new SS model (a performance-oriented rear-drive sedan based) is set to debut later this year – the SS being a Holdon Commodore-based car, and sharing the same platform as the Ute.

[Source: GM Authority and Adelaide Now]

Jason Siu
Jason Siu

Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.

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  • Jake Jake on Sep 06, 2013

    Dear god I have a 78 el co if they pass this on I will be EXTREMELY DISAPPOINTED one it looks like shit two its out of the country so much for "the heartbeat of America"

  • Joe Joe on Feb 23, 2014

    If the box is for feet wide I will order one today!

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