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Reuss, Aldred Dismiss Badlands Rumors

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Colorado ZR2 Concept

© General Motors


Last month, General Motors filed a trademark with the USPTO for a truck known as “Badlands,” and folks began buzzing almost immediately about the possibility of a Raptor-fighter. Then big mean jerks like Mark Reuss and Duncan Aldred had to come along and ruin all our fun with a whole bunch of party pooping.

Reuss, General Motors’ executive VP of global product development, and Aldred, VP of Buick-GMC, both spoke with and significantly downplayed the likelihood of the move to trademark “Badlands” leading to anything.

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“We have a lot of priorities,” Reuss said. “Capital is not endless. That is not one of our highest priorities in terms of spending capital right now.”

However, Reuss did note that Chevrolet would still like to do a production take on the Colorado ZR2 concept that it debuted at the 2014 Los Angeles Auto Show last year.  Will it be called the Colorado ZR2, or could it perhaps be called…THE COLORADO BADLANDS?

Dramatic Chipmunk

(Editor’s Note: Colorado totally has badlands, you know. This makes sense. Tin foil hat!)

Aldred confirms Reuss’ hand-waving by saying that stuff gets trademarked all the time and doesn’t actually result in anything. He’s right, ya know. Just ask anyone who was certain we’d be getting a Supra or a Bronco by now.

“When you are looking at terms, or names and phrases, the first thing you do, even if it is a speck of an idea, you trademark the name because it can become a legal mine field,” said Aldred in a separate interview. “If someone says, ‘I like that,’ you generally go for it and work out if you might use it later.”

Aldred adds that GM has hundreds or possibly thousands of names that are trademarked but not in play. Noted!

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News Source: Edmunds