GM planning Chevelle revival?by Drew Johnson
A trademark filing may have spilled the beans on GM\'s future plans.
General Motors could be planning to revive its storied "Chevelle” nameplate, a recently discovered trademark filing reveals.
A recent filing unearthed by indicates GM could be planning to use the Chevelle name on an upcoming vehicle. The filing -- which was submitted on December 4, 2012 - covers the "Exterior badges for vehicles” category of Goods and Services.
Although automakers have a history of filing trademarks in the interest of name protection, GMA points out that's not common industry practice any longer. Applicants must file a "Statement of Use” (SOU), which requires and explanation of a current business use. Future or planned business uses are not allowed under the SOU clause.
The SOU can, however, be extended for 36 months, giving GM three years to use the Chevelle name.
GM is (of course) keeping quiet on the subject, leaving plenty of room for speculation as to where the Chevelle badge might land.
One possibility is that GM could badge the next-generation of the Chevrolet SS sedan as the Chevelle. The 2014 Holden Commodore on which the SS is based is scheduled to be replaced in about three years, which would lineup with the trademark's filing. The Chevelle would also make for a more compelling name than SS.
Another possibility is that GM could launch the Chevelle as an all-new coupe slotting between the Camaro and the Corvette. Under that scenario, Chevrolet would bring its concept to market as the Camaro, leaving room for the Chevelle to take the Camaro's current position in the Chevy lineup. The Chevelle would presumably rival cars like the Ford Mustang and Dodge Challenger, leaving the Camaro-badged 130R to do battle with the likes of the Scion FR-S.
We'll be sure to keep our ears and eyes open for any further development on the revival of the Chevelle name.