Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark.

Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark.

      Pontiac

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      General Motors has recently applied to renew its Pontiac trademark. At first glance, it might be tempting for enthusiasts and our beer-drinking uncles to think there's a hidden plan to revive the cherished brand. However, don't get your hopes too high: Pontiac is unlikely to return soon, or even in the long term. The trademark application doesn't hold much significance.

      The application was submitted on April 25, 2025, and pertains to “hubcaps for vehicles, horns for vehicles, license plate frames, and novelty license plate frames.” In other words, the name may be used on various car parts. The application is still pending examination and hasn't been approved yet, but General Motors has owned the trademark since 2005, so approval is a foregone conclusion.

      Automakers frequently file trademarks to prevent a brand name, model name, or even a logo from falling into the hands of competitors. Just ask Nissan. By renewing the Pontiac trademark, General Motors is essentially safeguarding against the possibility of Dodge using the name for a trim level. While that is unlikely, it's a precaution worth taking. Additionally, by maintaining the trademark, General Motors ensures it can continue to sell Pontiac-branded memorabilia despite the brand's closure in 2010.

      Imagine if General Motors allowed the trademark to lapse. Pontiac is no longer in operation and isn't making a comeback. So, why would they waste their legal team's efforts on a new trademark application? While it seems unlikely that Dodge would introduce a Charger Pontiac, what if someone else took advantage of the expired trademark and made a claim? If my application were accepted, I could potentially sue General Motors if they ever marketed anything under the Pontiac name.

      You might be thinking, “But, what about the Hummer EV!” It's true, General Motors must have trademarked the Hummer name before moving the EV to GMC, which indicates a future product. This does happen occasionally: Subaru trademarked several Wilderness names in 2024, and we've since seen a few of those come to market. Ford’s Mustang Dark Horse trademark hinted at a new model as well.

      However, for every correct trademark application, there are numerous others that lead nowhere. Lexus LFR? Unfortunately, no. Subaru STe? Nope. Cross out the Ford F-200, Ford Excursion, Ram Dakota, Toyota Celica, Volkswagen E-Thing, and Rolls-Royce Silent Shadow. Although the Celica is rumored to be returning, we've been hearing those rumors for so long that the previous trademark filing was likely unrelated to the project.

      Lastly, why would General Motors make the effort to bring Pontiac back? Doing so would necessitate a considerable investment in developing a new product line. At this point, the brand would have to be completely rebuilt. There’s no indication that General Motors is looking to expand its brand portfolio. After emerging from bankruptcy, the company has streamlined its operations and likely wishes to maintain that lean structure. They absorbed the short-lived BrightDrop brand into Chevrolet and even shut down the Cruise division, which was established to pursue autonomous driving technology.

      While there may be slightly more value associated with the Pontiac name compared to Saturn, the high-performance V8 models the company was known for won’t be returning either. Does the market really require a Pontiac-branded Blazer EV? Probably not.

      So, don’t expect to see a 2027 Pontiac e-GTO crossover any time soon. However, if you’re looking for a Pontiac-branded license plate frame, you’re in luck.

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Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark. Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark.

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Inform Your Uncle: Pontiac Won't Be Making a Comeback Simply Because GM Is Reviving the Trademark.

Trademark applications can hold significance for regular automotive enthusiasts, but this instance is not one of them.