Why Did General Motors Just Trademark The ‘Tribute’ Name?

Earlier this month, General Motors filed an application for the “Tribute” nameplate with the United States Patent and Trademark Office – but what for?

Last Wednesday, AutoGuide reported the filing with a screenshot of the trademark application that was dated on February 16, 2018. If you think back, Mazda had previously used the name “Tribute” on its Tribute SUV from 2001 until 2011. Mazda had a trademark for the name, but the rights to it expired in 2012. It seems as though General Motors was eyeing the nameplate and decided to file for the rights while it is up for the taking.

We find it strange, however, that they would do such a thing and wonder what it will be used for or on. It seems like it may not be the most intelligent or original idea to use it on another crossover or SUV, especially since it was already associated on such vehicles for another automaker. Perhaps they will used it for their current line of full-size pickup trucks. It is also possible that they will never even use the trademarked name, as many automakers have done in the past.

According to the application, the “Tribute” name has been reserved for use on “motor land vehicles, namely, automobiles, sport utility vehicles, trucks, vans, engines therefor and structural parts thereof.” This means that we don’t know what type of vehicle it will be used for or a timeframe for when it will arrive. For now, all we can do is speculate and, even for that, we don’t have enough information to come to an educated conclusion.

General Motors has said that it is planning an onslaught of new hybrid or electric models to be unveiled in the coming years.

MSN reports that,

"“In October of last year, GM announced it planned to launch two new electric vehicles in the next 18 months based on what it learned from the Chevy Bolt EV. That’s just the beginning. GM hopes to launch a total of 20 new electric vehicles by 2023. That’s a lot of new vehicles that will need unique nameplates.”"

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Just to refresh your memory, take a look at the 2019 Chevrolet Silverado below. The new engine technology and lightweight make this truck a real contender for the all-new 2019 RAM 1500 and Ford F-150.

What do you think General Motors will be doing with this “Tribute” nameplate? Let us know in the comment section below. Also, tell us your thoughts on their new truck lineup and which one you favor the most.