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GM trademarking the Chevelle name

The big question: will they slap it on a car?

Nikolas Kolenich Apr 5, 2013
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In December of last year, General Motors filed the paperwork to secure the "Chevelle" trademark, according to the GM news hounds over at GM Authority. Of course, this immediately leads us at Chevy High Performance and others to start wildly speculating that the Chevelle name could resurface on a car within the next few years. Consider the key requirement to file for such a trademark: a legal document known as a "Statement of Use" (SOU) has to be in order; this generally outlines the company's immediate plans for using the name. However, it can also be filed within three years of the application, pushing back the exact reasoning for use to a later date. If the proper math is done, three years just happens to coincide with the expected redesign of the Australian-built Chevy SS sedan that has just been introduced. We may be getting ahead of ourselves a bit though... so let's back up.


The Chevelle name first appeared in the Chevrolet lineup in 1964. Later in that decade, some of the greatest Chevrolet muscle cars of all time wore the Chevelle badge. It soldiered on into '70s, but like so many muscle cars of its era, the car went downhill from both a styling and performance standpoint and was finally put out of its misery in 1977. The Chevelle avoided the '80s and '90s era of over-sized rubber bumpers, cracking plastic dashes, flaky paint jobs, and other injustices.

Few car platforms in the 21st century have 2-door, 4-door, and wagon variants like the Chevelle once did. Instead, we have a model for each need. GM already has the Camaro and Corvette as its halo performance cars. It also has compact vehicles such as the Sonic and Cruze with "performance" packages designed to appeal to go-fast millennials. And of course there's the new SS. So where would a new Chevelle fit into the mix? It's hard to say at this point. It's possible GM could expand the SS lineup when the next-gen model is rolled out, with maybe a Chevelle coupe fitting into the mix. Or maybe it could be applied to a smaller, rear-drive coupe along the lines of the recent Code 130R Concept. And it's certainly possible that GM is simply protecting the trademark so it can continue to own the name. If indeed they do use it for a new car, here's hoping it carries on the Chevelle's muscle car era tradition in one way or another.




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