General Motors Trademarks ‘Electra’ Again – This Time for an Electric?

By Joseph Mandour on June 18, 2012

automobile-plugin-thumb-200x150-43466 California – The world’s largest automaker, General Motors, has filed a trademark application with the U.S. Patent & Trademark Office for ‘Electra’.

The application was filed on June 5, 2012 for “motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof.” Although General Motors has been through the ups and downs with the U.S. economy, it remains a huge player in the auto industry.

This will be the second time that GM has pursued the trademark ‘Electra’. The automobile giant was first granted ownership of the trademark on November 21, 1989. GM used the trademark for “motor vehicles, namely, automobiles, engines therefor, and structural parts thereof”, almost identical to its most recent application filed in June of 2012. The trademark registration for ‘Electra’, number 1,567,028 was cancelled as of May 28,1996 and along with it went the Buick Electra. Although a fond but distant memory, the Buick Electra put in its time as one of Buick’s luxury vehicles for thirty years. This Buick model appealed to many due to its various styles that included a convertible, sedan, and a coupe.

It has been 16 years since the original trademark registration for ‘Electra’ was cancelled and now enthusiasts are eagerly awaiting to see just what will come of GM’s trademark application. Since GM filed the application under section 1(b) – intent to use, this requires GM to have “a bona fide intent to use the trademark in connection with the goods or services listed in the application.” This requirement is based on Chapter 37 of the Code of Federal Regulations, Part 2.

The question at hand is if GM will bring the Buick Electra back from the dead with a new age model or will GM surprise us all by using ‘Electra’ for a new electric model vehicle. Could it be that GM is using a new and upcoming ‘Electra’ to go electric? Although GM filed in Class 1(b) it has also been rumored in the auto world that the leading auto company filed the trademark ‘Electra’ mostly head off other automakers from using the once popular vehicle model name.

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