General Motors Files to Trademark "Riviera" Name; Speculation of a Two-Door Buick Ensues

By Trevor Dorchies | May 11, 2012
General Motors has filed to trademark the 'Riviera' name, again raising questions about the possibility of a sporty Buick joining the stable in the near future. The Riviera is no stranger to Buick's lineup as GM produced over a million vehicles named Riviera from 1963 to 1999 model years. Originally, Buick began using the "Riviera" nameplate to decipher between some Roadmaster vehicles. Now before you get all riled up, whether it be good or bad, it should be noted that automakers trademark names for vehicles constantly with many never actually making it onto a new model. Automakers are notorious for trademarking names to protect its history if it's been used by the company before or simply to block another manufacturer from using it. "I wouldn't read too much into this," said Buick spokesman Nick Richard to The Detroit News. "We're constantly protecting various names." However, with GM filing to trademark the Riviera name again it only fuels rumors that a sporty coupe could be added to Buick's lineup in the near future.  The filing plays to a Riviera Buick showed off at the 2007 Shanghai Motor Show, eight years after original production had ceased. The concept only sported two doors, had an abundance of arching lines, and sat on GM's Epsilon II platform, the automaker's most used underpinning configuration. The Espsilon II is used in GM's many front- and all-wheel drive sedans, such as the Chevy Malibu and Buick Regal. There's also a possibility if the Riviera really does make it back into Buick's lineup, it could ride on a rear-wheel drive chassis, possibly the same one used on the upcoming 2013 Cadillac ATS. Automotive.com's take: Beyond General Motors physically filing to trademark the 'Riviera' name everything is purely speculative still. Could Buick decide to roll out a new sporty coupe with the "Riviera" nameplate? Of course. If that's that case, stay tuned as more details unfold. Source: The Detroit News
  • 2007 Buick Riviera Concept Drivers Side Three Quarters
 
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