GM Files for Trademark of 'Velite' Name
Automakers are always filing to trademark different names, often for upcoming vehicles. Sometimes you can get an idea of what future products are in development by uncovering the names they’ve tried to secure.
General Motors has laid claim to the name “Velite,” having filed with the United States Patent and Trademark Office. The application was made on November 19, 2014 and the serial number associated with it is 86458313.
If you remember, the Buick Velite was a convertible concept car that was unveiled about a decade ago at the 2004 New York International Auto Show. After this much time could a production version of this ostensibly premium drop-top be far off?
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The filing is described as applying to “motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefore and structural parts thereof.” Surprisingly this isn’t the first time GM has applied for this name. They submitted for a trademark on it back in 2011 and that filing carries the status “Fifth Extension – Granted.” This shows that the company has been given various extensions to use the name on a real product. The United States Patent and Trademark Office allows applicants a total of six extensions, each of which is good for six months. Time is running out on the name Velite so we’ll likely find out sooner than later whether a production Buick will be called this.
[Source: GM Authority]
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Born and raised in metro Detroit, Craig was steeped in mechanics from childhood. He feels as much at home with a wrench or welding gun in his hand as he does behind the wheel or in front of a camera. Putting his Bachelor's Degree in Journalism to good use, he's always pumping out videos, reviews, and features for AutoGuide.com. When the workday is over, he can be found out driving his fully restored 1936 Ford V8 sedan. Craig has covered the automotive industry full time for more than 10 years and is a member of the Automotive Press Association (APA) and Midwest Automotive Media Association (MAMA).
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