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GM Applies for “Velite” Trademark

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Back in 2011, General Motors filed a trademark application for the term “Velite” with the United States Patent & Trademark Office. The trademark was never officially granted but has remained active, with General Motors receiving extensions every six months.

GM Authority is reporting that The General just currently applied for its fifth extension (now granted). This status indicates that GM has, yet again, received an extension to submit its Statement of Use document, to indicate how the term (in this case, “Velite”) will be applied in the real world. In total, an applicant can receive up to six extensions, meaning that GM is cutting it close.

Buick "Velite" Concept

The Buick Velite Concept from 2004

The application most likely concerns Buick, which showed a Velite concept for a coupe/convertible at the 2004 New York International Auto Show. This model followed the Bengal concept and was on a rear-wheel drive architecture. The concept was powered by a twin-turbocharged 3.6-liter V6, good for 400 horsepower.

We do know that the Opel Cascada will be coming over to the US, rebadged as a Buick. Do you think this could mean that the Velite name will be applied, or will the Cascada name stick?

News Source: GM Authority